Schweppes: Case Study
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dunnhumby sales analysis reveals how national newspapers boosted the iconic drinks brand.
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Schweppes: Case Study
- 1. The Proof 1 The business case for newspaper advertising as part of the media mix
- 2. 2 Schweppes ran newspaper ads throughout 2009 supporting both the master brand and individual products. dunnhumby analysis of Tesco Clubcard data showed that the campaign created both a short-term and long-term sales effect. Why newspapers for Schweppes? 2009 sales data demonstrates that frequent national newspaper readers spend 44% more on Schweppes than heavy TV viewers. Quality newspaper readers account for 21% of all Schweppes Tonic sales. Newspapers drive an immediate sales increase The first phase of advertising (which ran March-June 2009) drove an immediate 11.5% increase in Schweppes sales. Over the entire campaign (March – mid-October) newspaper ads boosted sales by 9.5%, and a further 5.8% post-campaign. Newspapers motivate trial and increase penetration Trial was boosted by 18% by the cartoon campaign and penetration rose 12%. Schweppes Headline results †Estimates are based on the purchasing behaviour of people buying a newspaper from Tesco with the Schweppes advertising, compared to a control group (matched purchasing behaviour) who did not buy a newspaper in Tesco, although they may have bought one elsewhere. Sample size: 291,157. Sales uplift Source: dunnhumby† 11.5%
- 3. 3 Schweppes Test Hypothesis: Newspapers build brands and sales Newspapers are the perfect environment for Schweppes ads, as they provide a large, highly engaged and responsive audience who spend heavily on the brand Newspapers create a strong emotional response among readers, which helps build brands and influence buying decisions Relevant editorial heightens audience engagement and interest Newspapers’ immediacy drives sales response
- 4. 4 Schweppes Test detail Media Plan Mar 09 Apr 09 May 09 June 09 July 09 Aug 09 Sep 09 Oct 09 £m Media Target Audience: Adults 25+ National Newspapers 0.5 0.1 0.3 Research Dates Millward Brown Pre-wave Post wave Continuous from Dec 08 to Dec 09 Panel Sample: 1106 adults 25+ regular readers of Guardian,/Observer ,Times/Sunday Times, Telegraph/Sunday Telegraph pre-campaign, 1231 post campaign Media Source: NMR/NRS Cartoon campaign 168 GRPs Campaign objective To create an ongoing dialogue with consumers and bring to life Schweppes' point of view on why experience matters in today's society...with the ultimate aim of attracting new buyers Lemonade/Tennis 52 GRPs Abbey Well 132 GRPs
- 5. 5 Schweppes The Creative Work Newspaper ‘Cartoon’ creative Schweppes Cartoon campaign During/post Total campaign 42 20 Recognition – Newspaper ads % recognising Source National newspaper reader panel data
- 6. 6 Schweppes The Creative Work Newspaper Lemonade and Abbey Well creative
- 8. 8 Schweppes National newspaper readers spend heavily on Schweppes brands Expenditure on Schweppes £ per household 2009 £3.41 £3.09 £4.45 £3.45 Total Market Heaviest 3rd TV viewers Frequent Newspaper readers Frequent Magazine readers Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Heaviest third of TV is 29% of TV
- 9. 9 Schweppes Readers of quality titles spend 95% more per household on Schweppes than heavy TV viewers £3.41 £3.09 £4.45 £6.02 £5.33 £3.04 Expenditure on Schweppes £ per household 2009 Total Market Heaviest 3rd TV viewers Frequent Newspaper readers Frequent Quality NPs Frequent Mid- market NPs Frequent Popular NPs Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV
- 10. 10 Schweppes Frequent quality readers account for 21% of Schweppes Tonic sales Expenditure on Schweppes Tonic £ per household 2009 £1.19 £0.77 £1.82 £3.89 £2.33 £0.69 £0.55 £1.13 £2.27 £1.43 £0.50 £0.22 £0.69 £1.62 £0.90 Total Heaviest 3rd TV viewers Frequent Newspaper readers Frequent Quality NPs Frequent Mid- market NPs Kantar Worldpanel 52 weeks to Dec 2009. Population 000s. All households 25200. Heaviest third TV viewers = 7208. Frequent newspaper readers = 7212. Frequent magazine readers = 6973. Regular qualities =1623. Regular mids = 2136. Regular pops = 2692. Heaviest third of TV is 29% of TV Schweppes Tonic Schweppes Slimline Tonic Total Schweppes Tonic
- 11. 11 Schweppes Newspapers more flexible for matching to brand profile Profile of Schweppes users % Source TGI 2010 Q1 16 14 37 48 46 49 36 40 14 Schweppes users Heavy Qual/Mids NP readers Heavy TV viewers AB C1C2 DE
- 12. 12 Cartoon campaign drives 11.5% sales increase Schweppes Newspaper advertising effect on Schweppes sales % increase Source dunnhumby 11.5 9.5 5.8 During Cartoon campaign Mar- June 09 During Total campaign Mar-Oct 09 Post Campaign Oct-Dec 09
- 13. 13 Schweppes Highest sales impact at 4 OTS Source dunnhumby Newspaper advertising effect on Schweppes sales at different OTS % increase 1 OTS during Cartoon campaign 4 OTS during Cartoon campaign 1 OTS during Total campaign 4 OTS during Total campaign 10.1 17.3 8.1 11.8
- 14. 14 Schweppes Newspapers stimulate trial Newspaper advertising effect on Schweppes trial % increase During Cartoon campaign During/post Total campaign 18 10 Source dunnhumby
- 15. 15 Schweppes Newspapers boost Schweppes penetration Newspaper advertising effect on Schweppes penetration % increase 12 9 5 During Cartoon campaign During Total campaign Post Total campaign Source dunnhumby
- 16. 16 Schweppes Good impact and branding for Cartoon campaign Source National newspaper reader panel data Newspaper ads % agreeing 46 61 47 73 81 52 Schweppes Cartoon campaign Millward Brown Norm Definitely remember ad was for Schweppes Very eye- catching I’d stop and look rather than turn the page
- 17. 17 Schweppes Highly engaging and original advertising Newspaper involvement diagnostics Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving Millward Brown NP Norm Recognise ‘Cartoon’ ads (Each axis 0-80%) Source National newspaper reader panel data
- 18. 18 Schweppes Newspaper campaign communicates powerfully Newspaper advertising strongly suggests % answering Source National newspaper reader panel data 51 55 57 60 Millward Brown UK LINK norm: Key Message = 40% Schweppes has a sense of humour Schweppes is an experienced brand Schweppes is a quality brand Schweppes is a premium brand
- 19. 19 Schweppes Newspapers prompt strong re-appraisal Advertising measures Top 2 Box % Source National newspaper reader panel data 3.6 3.8 27 37 44 58 Call to action Gives me a reason to go out and buy Depth of information Gives me enough information to decide Emotional brand values Helps me connect and identify more strongly Re-appraisal Surprising and gets me to think differently
Notas del editor
- Newspapers are the perfect environment Schweppes ads, as they provide a large, highly engaged and responsive audience who spend heavily on the brandNewspapers create a strong emotional response among readers, which helps build brands and influence buying decisionsRelevant editorial heightens audience engagement and interestNewspapers’ immediacy drives sales response
- Schweppes took advantage of the Business Development Initiative, which provides up to 33% bonus space for clients who increase their investment in Newsworks national newspaper titles. The NMA commissioned dunnhumby to analyse sales uplifts attributable to the newspaper campaign, and tracked advertising responses using the Guardian, Telegraph and Times reader panels.In addition, Kantar Worldpanel analysed 2009 buying data to ascertain average household spend for different media exposure groups.
- The March – June 2009 Cartoon campaign had good impact among quality newspaper readers, and was recognised by 42% of panel members at post-stage.
- National newspapers reach the highest spending Schweppes customers. Kantar Worldpanel special analysis shows that frequent newspaper readers spent £4.45 per household in 2009 on Schweppes brands, 44% more than heavy TV viewers. In total, frequent national newspaper readers accounted for 37.4% of total Schweppes sales in 2009; whereas heavy TV viewers accounted for just under 26%. Frequent newspaper readers also spent 29% more on Schweppes brands than frequent magazine readers. These figures include sales increases stimulated by the newspaper campaigns.
- Quality and mid-market titles deliver a particularly high-spending audience for Schweppes. Frequent readers of quality newspapers are the heaviest spenders, averaging £6.02 per household on Schweppes products in 2009 compared with £3.09 among heavy TV viewers. Frequent readers of mid-market titles outspend the heaviest TV viewers on average by 73%.
- For certain products, the spending differential is even more marked between newspaper types and commercial TV, allowing for even more precise targeting. For example, frequent quality newspapers readers spend 4 times as much per household on Schweppes Tonic water as heavy TV viewers – in fact the frequent qualities readers account for over 21% of all expenditure on Schweppes Tonic, and frequent newspaper readers for a massive 44% of all spending. By comparison, heavy TV viewers account for only 18.5% of total value sales. This equates to frequent newspaper readers outspending heaviest TV viewers by £7.5million on Schweppes Tonic; and frequent quality readers alone outspending all heaviest TV viewers by over three quarters of a million pounds.
- No matter what the ‘buying brief’ the nature of commercial television means that more than half the weight of any TV campaign goes to the heaviest third of viewers – who are older, more downmarket and more northern than national newspaper readers. The biggest issue for Schweppes is that heavy TV viewers are significantly less upmarket than Schweppes brand users. With newspapers, it is far easier to match brand profiles by selecting different combinations of titles. Heavy readers of quality and mid-market newspaper titles are strongly AB, like Schweppes users.
- dunnhumby* analysis of Tesco Clubcard data showed that the Cartoon campaign in newspapers created an immediate and impressive 11.5% increase in sales during the 10 week campaign period. The sales impact was sustained over the longer-term too, due to a combination of ongoing effects from the Cartoon campaign and the introduction of new specific product ads for Lemonade and Abbey Well water (at lower weights).Over the 8 month total advertising period, the newspaper campaign drove a 9.5% increase in Schweppes brand sales. The effect continued post-campaign, with an uplift of 5.8% among newspaper buyers (of titles that contained the ads) compared with a matched control sample who did not buy newspapers.† †Estimates are based on the purchasing behaviour of people buying a newspaper from Tesco with the Schweppes advertising, compared to a control group (matched purchasing behaviour) who did not buy a newspaper in Tesco, although they may have bought one elsewhere.
- The optimum frequency for Schweppes ads was 4 OTS, according to dunnhumby analysis. The immediate sales effect was significantly higher among those who bought 4 newspapers containing the ads, both for the Cartoon campaign, and for the total newspaper advertising period.
- Newspapers brought in new trialists for Schweppes*. Compared with the Control group, newspapers increased trial by 18% during the Cartoon campaign. For the total newspaper advertising period, and the 12 weeks post advertising, trial was boosted by 10%.*Trial is measured as shoppers who had not bought Schweppes in the 12 weeks prior to the start of the campaign but bought within the activity period (or post period)
- By bringing in new trialists, newspaper advertising boosted Schweppes’ penetration. The percentage of shoppers buying Schweppes was 12% greater among newspaper buyers exposed to the Cartoon advertising. Across the whole advertising period, newspapers drove penetration 9% higher relative to the Control sample, and continued to maintain a 5% increase post-campaign.
- The Cartoon campaign was perceived as eye-catching and attention-grabbing. Branding was also above Millward Brown’s print norm.
- The most effective newspaper advertising – both in terms of building brand equity and stimulating immediate sales – is advertising that strongly, and immediately engages the reader. The Schweppes Cartoon campaign was highly actively engaging, scoring well with quality readers for being distinctive and interesting.
- The Cartoon campaign communicated well. The campaign’s mix of strong communication, topicality, originality and power to prompt re-evaluation of the Schweppes brand combined to prompt a significant sales increase – despite having no overt selling message.
- Schweppes’ Cartoon campaign successfully prompted brand re-appraisal among an audience of quality newspaper readers, who are often more exacting in their appraisal of advertising. Newspaper ads do not have to contain product detail and an explicit call to action in order to be effective in driving a sales response. Newspaper readers look to their paper for entertainment, opinion and comment, not just dry facts. Reading a paper is an emotional process. So more indirect roles for advertising, such as building emotional proximity and making people re-think their brand perceptions, can work just as powerfully. Indeed, Newsworks research generally shows that newspaper ads that make emotional connections – even if they are intended to drive a direct response – work better than ads that are overly rational.