CLOSE-UP: THE PEOPLE’S JURY; Puppy love continues to grow

This month’s poll proves a little dog can do so much for Andrex.

This month’s poll proves a little dog can do so much for Andrex.



If the powers that be at Kimberly-Clark really are thinking of scrapping

the Andrex puppy, they should think again.



The cute little labrador’s place in the hearts of the British public is

secure, according to the findings of this month’s People’s Jury. The

latest execution, in which J. Walter Thompson threatens - spookily - to

kill off the puppy, is the most popular ad among the 20 new commercials

surveyed this month. It is also the most effective, in that it induced

more than half of the 500 viewers questioned seriously to consider

buying the product.



Each month, the People’s Jury gauges public reaction to a selection of

mainstream ads, either new or just back on air. Jurors give each a mark

out of ten: from one (did not like at all) to ten (liked very much). We

then rank the ads by their mean score (above). The panel (right)

illustrates the five ads which convinced the biggest percentage to buy

the brand.



The puppy proved especially popular with women. Almost a third of the

female jurors who had seen the ad gave it full marks. Fourteen per cent

of men did, too.



Will Nicholas Lyndhurst be as endearing an icon for W. H. Smith as the

puppy for Andrex? Early evidence is promising, although it’s unlikely

he’ll last quite as long.



The second batch of ads - where Lyndhurst the teenage daughter cooks a

sumptuous meal for daddy and mummy Lyndhurst while little brat Lyndhurst

has to make do with beans on toast - is almost as popular as the initial

aeroplane execution proved to be last month.



Once again, it’s women who warm most to the family of clones, with 21

per cent of those who had seen the ad giving it ten out of ten. Another

high score in the propensity to buy table emphasises the success of the

rebranding by Abbott Mead Vickers BBDO.



Less successful is Ogilvy and Mather’s move away from personality-based

ads for American Express. There was a marked age difference in the

reaction to the new commercial: 15-34s gave it as low as 4.8, but 55s

and over awarded it 6.3 and those in the middle 5.7.



Another ad that performed well among the older age groups was Persil.

JWT’s move away from actresses as housewives and into the more

‘creative’ advertising appears to be paying dividends for Unilever.



After the Graham Fink ‘dalmatian’ epic and its satirical heavy metal

offspring, the third execution in the campaign, ‘eyeliner’, set in a

school exam room, was only moderately popular. Crucially, however -

especially for those who would question whether the traditional female

target market might be alienated by such unusual soap powder advertising

- women gave the ad 6.2. It still induced more than a third of jurors to

consider buying the product.



Other popular ads included DMB&B’s Littlewoods Pools ad, ‘celebration’,

starring two lovely old dears who strike it rich, and the Rover 200 ad

from Ammirati Puris Lintas. Because cars are not an everyday purchase,

the Rover ad is unlikely to score too highly in the propensity to buy

section.



However, only 18 per cent of all jurors said they would be playing the

pools in the future. The grip of the National Lottery on the nation’s

purse-strings is going to be hard to loosen.



Audience Selection carried out the telephone interviews between 27 and

29 September, selecting 1,000 adults who represent a cross-section of

the population by age, class, sex and geography.



------------------------------------------------------------------------

PROPENSITY TO BUY

------------------------------------------------------------------------

We asked the people’s jury whether the advertising was more likely to

encourage them to buy or use the product

Ad                      % likely to buy

Andrex                        58

W. H. Smith                   49

Crunchy Nut Cornflakes        38

Persil                        36

Pantene                       35

------------------------------------------------------------------------



------------------------------------------------------------------------

SELECTED ADS: 7 OCTOBER 1996

------------------------------------------------------------------------

Rank  Ad campaign                    Agency                       Points

 1    Andrex                         J. Walter Thompson            7.2

 2    W. H. Smith                    Abbott Mead Vickers BBDO      6.9

 3    Rover 200                      Ammirati Puris Lintas         6.5

 4    Littlewoods Pools              DMB&B                         6.1

 5=   Modern Apprenticeships         DMB&B                         6.0

 5=   Huggies                        Ogilvy and Mather             6.0

 5=   Kellogg’s Crunchy              J. Walter Thompson            6.0

      Nut Cornflakes

 5=   Thomson Holidays               BMP DDB                       6.0

 9=   Brylcreem                      WCRS                          5.9

 9=   British Midland Airways        Faulds                        5.9

11    St Ivel Gold                   DMB&B                         5.8

12    Persil                         J. Walter Thompson            5.7

13=   Minx magazine                  Rainey Kelly Campbell Roalfe  5.6

13=   Maclean Active Mouthguard      Grey                          5.6

15=   American Express               Ogilvy and Mather             5.5

15=   Autoglass Windscreen Repair    BMP DDB                       5.5

15=   Pantene shampoo                Grey                          5.5

18    Cheltenham and Gloucester      K Advertising                 5.4

19    Daily Telegraph                J. Walter Thompson            5.2

20    Courts summer sale             Collett Dickenson Pearce      4.2

Source: Audience Selection. Further information and copies of the full

results are available. Tel 0171-608 3618

------------------------------------------------------------------------



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer