All That Advertising Brings Buzz For Coffee Marketers

AdAge.com:

The coffee wars generated a flurry of advertising in May. McDonald’s launched its first McCafe blitz, Dunkin’ Donuts made its first concerted doughnut push in more than a decade and Starbucks began its first pure branding campaign. While it’s too soon to say what the impact on sales has been, all three marketers saw a major uptick in buzz, as measured by Brand Index.

Brand Index, which tracks more than 1,000 brands by conducting 5,000 daily interviews from a panel of 1.5 million consumers, monitors key brand attributes, including buzz, value perception, quality ratings and customer satisfaction to compile its index (which has a range of -100 to 100).

Dunkin’ began May with a 24, peaked at 33 mid-month and settled at about 32 this week. McDonald’s started with a 15, peaked around 24 and had dropped off to 16 by June 9. Starbucks’ campaign, which has been confined to newspapers and select outdoor markets in its initial phases, has been more cyclical. The company began May with a score of 1, shot up to 11 within a week and plummeted again. In the past week, the chain’s buzz has shot up to double digits again. Continue reading this post.

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