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What kind of soda do you enjoy with a burger? According to a new ad campaign, the only correct answer is Coca-Cola. The ad is part of the company’s new “Food Feuds” campaign, which features people sharing all the different ways they like to enjoy popular foods like burgers and pizza, and then concluding that the only way to enjoy those foods is with an ice cold Coke. So how effective is the ad? We asked 1,000 respondents about their thoughts on the Coca-Cola brand and then tested the ad to see if it made any impact on those opinions.
Soda Consumers
In Ask Your Target Market’s latest online survey, 10% of respondents said that they usually purchase soda daily. 26% do so a few times per week. 32% buy soda a few times per month. 10% do so a few times every three months. 7% buy it less frequently than once every three months. And 15% said they aren’t soda consumers at all.Of those soda consumers, 65% have at least tried Coca-Cola. And 54% said they purchase Coke regularly, making it the most popular brand of those listed. By comparison, 41% said they purchase Pepsi regularly.
Coca-Cola Burger Ad
Overall, 32% of soda consumers said they would be certain or practically certain about choosing Coke for their next soda purchase. And 25% said it would be very probable. Of those who viewed the Coke burger ad, 34% said they would be practically certain about choosing Coke for their next soda purchase. And 24% said it would be very probable.In addition, 44% of those who viewed the ad named burgers as one of their favorite foods. Of those respondents, 35% said they would be practically certain about choosing Coke for their next soda purchase. And 27% said it would be very probable. The next most popular food among respondents was pizza, with 36%. And the brand also has a similar commercial that features pizza. So that could be a good next step for the brand.
Brand Attributes
In general, respondents described Coca-Cola as a brand that is refreshing, classic, great, tasty, sweet, American and original. Those who viewed the Coke burger ad were slightly more likely to use the words refreshing, classic and delicious than those who didn’t view the ad.
Key Takeaways
The Coca-Cola burger ad only had a negligible impact on soda consumers as a whole, mainly due to the fact that Coke is already so popular. But the ad did seem to have a bigger impact on those who count burgers among their favorite foods. And since Coke has already started airing ads around other foods like pizza, the strategy of covering all their bases by including everyone’s favorite foods in the campaign could prove to be a good one. The results may just come more gradually as the brand releases more ads.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Mexican Coke / Sliders by Simon Doggett under CC BY 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.Results were collected on August 8 via AYTM’s online survey panel.
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