Which brands made it to the top?
Vimto saw the most significant growth of all KSA brands in Ad Awareness scores for March, according to data from YouGov BrandIndex. The brand was followed by Panda at number two and Tang at number three, making them our top three Advertisers of the Month in KSA.
Ad Awareness reflects the share of consumers who say they have seen an advertisement for a brand in the previous two weeks, and the difference in scores (highest vs. lowest) for the month determines our Advertisers of the Month.
Vimto's latest campaign focuses on the brand's strong connection with the holy month of Ramadan. The popular drink has become a go-to for Iftar, the evening meal when Muslims break their fast. The brand's heartwarming campaign video depicting a family enjoying Vimto during Ramadan has garnered over 16 million views on YouTube, capturing the essence of the festive season. As per YouGov BrandIndex, Vimto's Ad Awareness metric has increased by 9.7 percentage points, from 17.3% on February 26 to 27% on March 25.
Panda, the renowned retail brand, has secured the second spot on YouGov's March Advertiser of the Month in KSA. To mark Ramadan, Panda has been consistently promoting daily discounts and offers on its Twitter and Instagram handles, keeping consumers engaged and excited. Panda's Ad Awareness metric has witnessed a substantial surge of 7.4 percentage points, climbing from 20% on February 27 to an impressive 27.4% on March 25.
Ranking third on our list is Tang, another popular drink during Ramadan. The brand launched a campaign called 'My Extra Hour'. It's a 30-day program designed for children, packed with engaging activities related to Ramadan that promote patience and empathy. Participants who successfully complete all the activities stand a chance to win six free tickets to the Museum of the Future. Tang saw an increase of 7.1 percentage points in Ad Awareness from 12% on February 26 to 19.1% on March 23.