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
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
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 do 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.