The Newspaper Works and Nestle have released a case study on the launch of Nescafe Greenblend, which the pairing claim shows newspaper ads can help more effectively build a brand than just TV alone.
The highlights of the study are that newspapers and TV increase “brand equity” by 21%, compared to TV alone. Newspapers enhanced the emotional response to TV by 52%, it reported, as well as outperforming TV in delivering taste, quality and emotive cues. Also, newspapers in addition to TV outperformed TV only on brand familiarity, brand uniqueness and brand quality.
The research, dubbed “Newspapers Help Build an Instant Brand”, was undertaken jointly with Nestle as part of the newspaper body’s Newspaper Effectiveness programme, with included qualitative and quantitative research among grocery buyers.
Nescafe Greenblend was launched in late 2008 to target coffee drinkers who are increasingly seeking out healthier beverages. Newspaper advertising was used to deliver the product’s health claim.
Nestle Australia consumer insight and planning manager Melanie Owens said: ““This research clearly demonstrated great results for newspapers. It’s proven that an effective newspaper advertising idea can definitely enhance TV advertising and build emotional brand values.”
The Nescafe Greenblend case study is the first in a series of food category reports as part of the Newspaper Effectiveness programme. Future studies will include Jalna and Uncle Toby’s Oat Brits.
Newspaper Works CEO Tony Hale said: ““These case studies will be important tools to demonstrate to advertisers in the food category that newspaper advertising is just as valuable in building brand equity as its more traditionally recognised roles as a call-to-action and information advertising medium.”
