You are here: Adwatch January 2004


 

 

 

 

 

ADWATCH January 2004

 

 

Jan‘04
Position

 

Position in Dec‘03

1

National Safety Council/Axa - Road Safety

(3)

2

Guinness

(1)

3

Coca-Cola

(5)

4

Budweiser

(2)

5

Dunnes Stores

(9)

6

Heineken

(7)

7

Carlsberg

Vodafone

(6)

(4)

8

Tesco

(8)

9

McDonalds

(-)

10
eircom
(-)


January has brought about a re-invigorated AdWatch: it is refreshing to see some newcomers enter the top ten league.

eircom has rung in the New Year in the number ten position and enters AdWatch for the first time since June 2003. Its current campaign "Get Into" extols the virtues of broadband and the wider possibilities, in particular education, music and entertainment, which can be opened up by faster Internet access.

McDonald's "I'm loving it" campaign takes a nibble at the top ten by seeking to heighten people's view of the brand not only as a food solution but as one of life's greater pleasures. The execution embraces the McDonalds philosophy of having fun and is part of a global brand campaign.

In 2003, Coca-Cola appeared steadily in the lower reaches of the premier league. As the brand spread its wings and launched derivatives like Vanilla Coke, we can see it making strides to the number three position, by virtue of its "Reward your Curiosity" campaign.

The duel between the National Safety Council and Guinness for pole position continued right throughout 2003, only once deviating off form in November, when Heineken assumed supremacy. Appearing this month in the top slot, the National Safety Council is still making inroads into people's minds with its repertoire of executions on road safety. .

While reminiscing, an interesting observation ... Last January, Nicorette made its debut in AdWatch. As the workplace smoking ban date has now been finalised for the end of March, will its resurrection in the league be postponed til then?

Compiled by: Danielle Fletcher, Lansdowne Market Research.

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