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Adjustments lead to a 22% increase in brand recall

Pernod Ricard ran an outdoor ad campaign for Four Roses to promote a new single-barrel whiskey. The slogan was “There’s a new rose in town.” Pernod Ricard needed to ensure the ad was both effective and visible. Additionally, they wanted to know how to improve it if necessary.

  

The ad before the test

 

THE SOLUTION:

Creative Testing Platform tools and techniques are based on the four key pillars of the Fundamentals of Creation: Breakthrough, Engage, Stick, and Trigger.

For the Four Roses ad, the tools used were an online questionnaire and EyeCoding, which is an online alternative to eye-tracking. EyeCoding measures unconscious viewing behavior.

 

Unconscious viewing behavior measured with EyeCoding

 

THE RESULTS:

Initially, the pre-test showed that only 48% of people could recall the brand. Consequently, a new ad mock-up was created to address this issue.

The new mock-up proved to be 50% more effective. Moreover, it improved brand recall by 22% due to better visibility of the brand in the first 2 seconds.

Unconscious viewing behavior after adjustments

 

THE CONCLUSION:

By implementing the adjustments based on EyeCoding, Pernod Ricard achieved several improvements:

  • Brand visibility increased.
  • Brand impact was enhanced.
  • Competitor confusion was reduced.
  • Text readability improved.
  • Brand recall rose by 22%.