Poster watch

Irn-Bru’s ‘Frankenstein’ campaign won hands down this month for both recognition and appeal, with Sainsbury’s a popular second. Greg Delaney recommends sticking to one idea, as Virgin has, to ensure a poster’s success.

Ipso-ASI interviewed 300 adults to find out which ads made the most impact this month. Irn Bru’s “Frankenstein” was the most memorable poster, recalled by seven out of ten people. Sky and Imperial Leather “Foam-burst Gel” tied for second place, with 56 per cent. Half the interviewees remembered Sainsbury’s free draw campaign – but the same executions are also featured in their instore promotions and posters.

Mazda, Honda and Blockbuster Video were recalled by about a third of people; a quarter of the respondents remembered seeing Virgin Atlantic, a fifth Malibu’s “Trainspotter” and “Flip-flop” executions and 18 per cent Compaq’s “£350 cash-back” offer.

Irn-Bru repeated its success in the impact scores, and also came top of the liking table. However, it shares the top slot with Sainsbury’s; both these ads were approved by just over seven out of ten consumers. Honda improves dramatically on its recall performance, taking third place with 68 per cent. Sky, Imperial Leather and Mazda tie for fourth place with 62 per cent and Malibu scores only slightly less, with 59 per cent. Some 56 per cent of people liked Blockbuster and Virgin Atlantic; only Compaq was approved by less than half the interviewees, scoring 46 per cent.

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