Johnnie Walker is Australia’s Advertiser of the Month in December, based on an increase in Ad Awareness scores as tracked by YouGov BrandIndex. The alcoholic beverage maker’s Ad Awareness rose six points from 9.1 on November 23 to 15.2 on December 22.
A brand’s Ad Awareness score represents the percentage of people in a market who say they have seen an advertisement for a brand in the last two weeks.
Johnnie Walker’s improvement in Ad Awareness comes on the back of a new campaign entitled ‘less talking, keep walking’. The main advert, featuring American celebrity Milla Jovovich, encourages viewers to “push boundaries”, “celebrate milestones” and “keep on moving”. The spot has been given prominent airtime during the broadcast of the ongoing Ashes series in Australia.
Over the course of the same period, Johnnie Walker has also registered an uptick in Consideration scores, which measure the shares of people that would consider purchasing a brand when they’re in the market next. Johnnie Walker’s score rose from 12.9 to 16.1, in an indication that the campaign connected with audiences during the festive season.
But did increased consideration translate into material gains for the brand? Johnnie Walker’s Current Customer score, which asks people whether they have purchased from a particular brand in the last 30 days, rose from 5 on November 23 to 7.5 on December 22. The holidays appear to have been a particularly fruitful season for Johnnie Walker overall.
Methodology: BrandIndex collects data on thousands of brands every day. Johnnie Walker’s Ad Awareness score is based on the question: “Which of the following alcoholic beverage brands have you seen an advertisement for in the past two weeks?” and delivered as a percentage. The data is based on the interviews of Australian adults aged 18+ between November 23 and December 22, 2021. Learn more about BrandIndex.
