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SPONSORSHIP INCREASES PRESENCE & PREFERENCE FOR BRANDS. WHAT: Pepsi Max’s sponsorship of Lost RESULTS: Unprompted awareness of Pepsi Max was higher against their target audience after the association with Lost

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sponsorship increases presence preference for brands
SPONSORSHIP INCREASES PRESENCE & PREFERENCE FOR BRANDS

WHAT:

  • Pepsi Max’s sponsorship of Lost

RESULTS:

  • Unprompted awareness of Pepsi Max was higher against their target audience after the association with Lost
  • Pepsi Max as the forefront fizzy drink was also 94% higher against Pepsi Max’s target audience after the Lost series
  • Preference for Pepsi Max doubled against the target audience and all Lost viewers in general
  • The target audience was 41% more likely to trial while all Lost viewers were 53% more likely to trial
  • Purchase Intentions went up by 33% against the target and 42% against all viewers

WHY:

  • To build presence and preference of Pepsi Max’s brand within their target audience

HOW:

  • On air sponsorship over 24 weeks from Feb – July 2006

SOURCE: AGB & Colmar Brunton Research

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