Venus 2014 LAB report - Alcohol

helloimvenus.com/#venuslab

Attitudes of women towards alcohol advertising

ABOUT THE SURVEY 3

ALCOHOL ADVERTISING RECALL AMONGST WOMEN 4

BEER ADVERTISING 6

SPIRIT ADVERTISING 9

CIDER ADVERTISING 10

WINE ADVERTISING 11

ALCOHOL BRANDS’ ENGAGEMENT OF WOMEN 12

INFLUENCERS WHEN IT COMES TO PURCHASING 17

INDENTIFYING WITH ALCOHOL BRANDS 19

CONTENTS

3

21–25 yrs10%

26–30 yrs22%

31–35 yrs23%

36–40 yrs24%

41–46 yrs21%

Note: No participants were located in the Northern Territory.

ACT 1%

NSW 32%

VIC 30%

QLD 14%

SA 10%

WA 10%

TAS 3%

Hello I’m Venus commissioned a survey of women to determine their perceptions and buying behaviours towards alcohol brands in Australia.

The survey was conducted online from 25 to 28 February, 2014 using the Pureprofile consumer research panel.

A total of 402 women between the ages of 21 and 45 years participated in the survey. There was an even representation of age segments 26–45 years, with a lesser representation from the 21–25 years segment in this study.

The majority of respondents were located in New South Wales (32%) and Victoria (30%) and a total of 76% of respondents resided in the eastern states of Australia. Ten per cent of respondents were located in South Australia; ten per cent in Western Australia and the residual four per cent were located in the Territories and Tasmania.

In addition to these segmentation parameters, respondents were also required to have consumed alcohol in the past twelve months.

ABOUT

THE SURVEY

helloimvenus.com/#venuslabn=402

4

The current survey confirms the popular view that alcohol advertising is heavily targeted to men.

The initial recall of advertising was low, with only one-in-three women clearly recalling any advertising for an alcohol brand.

COULD NOT RECALL ANY ALCOHOL ADVERTISING.

68%


Alcohol advertising recall

amongst women

n=410 Question: Can you recall any advertising for alcohol brands or products (including all popular beer, wine, spirits, etc.)?

5

Of the women who recalled an advert, 54% recalled a beer advertisement; a category traditionally targeting male consumers.

The next highest recalled category was spirits (20%) followed equally by wine and cider (13%).

Women that were most likely to recall alcohol advertising were those 31–35 years and 41–45 years, or women living on the eastern coast of Australia.

Women 21 to 25 years were least likely to recall any alcohol advertising (74%) as were those living in Western Australia (79%).

BEER 54%

SPIRITS 20%

WINE13%

CIDER13% Alcohol advertising recall

amongst women



6

Beer advertising

Of those women who reportedly recalled alcohol advertising, over half recalled a beer ad. However of these women, one-in-three couldn’t recall the brand responsible for the advertisement.

I can’t remember what brand of beer it was but it was about doing something good for your mouth (as opposed to lying that you loved someone). I remember it because the mouth jumped off the person’s face and that really grossed me out. I wish I could forget the ad.

Of the 75% of women who could clearly recall the beer brand responsible, one-in-five recalled a Carlton beer ad followed by VB (16%) and Tooheys (8%).

Where the brand was recalled, the story or scenario could vividly be recounted, confirming Venus’ belief that storytelling is one of the most powerful means to gain the attention of women.


““

The Carlton beer ad where couples are on holiday, guys all run into each other at the resort and pretend it was a coincidence – hilarious!

“ “

7

Beer advertisingJu

st b

eer

31%

Sum

mer

Brig

ht3%

Cor

ona

5%

VB

16%

Pur

e B

lond

e2%

Tooh

eys

8%

Car

lton

18%

Boa

gs7%

Per

oni

5%

Hei

neke

n3%

Cas

cade

2%


8

The one beer product in this category that is heavily targeted to females — low kilojoule beer, received limited recall and in each case the ad provoked a negative emotional response.

Beer advertising

Pure Blonde ad ‘cause it was sort of sexist so sticks in my mind.

Pure Blonde3%

Can’t recall brand name

25%

Carlton23%VB

19%

Toohey’s13%

Imported brands 17%


n=126 Question: Can you recall any advertising for beer brands or products?

““

9

One-in-five women recalled advertisements for a spirit product, of which a third recalled a vodka ad — Smirnoff being the only vodka brand recalled.

Spirit advertising

92%


COULD NOT RECALL BRANDS RESPONSIBLE FOR VODKA ADVERTISING.

10

Of the women who recalled cider advertising, 60% recalled the 5 Seeds ad. Interestingly, this was also the only cider brand identified as advertising to women.

29% of these women could not recall the cider brand responsible, and 18% recalled Rekorderlig — but none of the women surveyed felt this brand was advertising to them.

Cider advertising

This category — traditionally targeting women — had no immediate recall. This demonstrates a significant inability for alcohol brands to develop advertising campaigns that have a lasting impression on women. It was only when respondents were prompted to recall advertising for a female-focused alcohol brand that this category was represented (albeit marginally).

Premix drinks advertising


“5 Seeds Cider grabbed my attention, was the two guys dressed as girls riding the bike and the music.

“

11

Considered the other female-friendly alcohol category, wine brands are doing a better job at creating a lasting impression on women.

This was also the only category where women recalled below-the-line advertising channels including in store, online and in app.

Wine advertising


Banrock Station ads on Spotify. Have just heard it lots... you can get a design on a tote bag or something.

The Arrogant Frog wine ads in Dan Murphy’s.

“ “

“

“

12

When asked to recall any alcohol advertising targeting women, a staggering yet unsurprising 93% of women couldn’t recall anything.

7%

Alcohol brands’

engagement of women

n=402 Question: Do you recall any advertising for female-focused alcohol brands?


RECALL FEMALE-FOCUSED ALCOHOL BRANDS.

13

Win

e46

%

Bee

r14

%

Spi

rits

18%

Mix

ed d

rinks

4%

Cid

er18

%

n=31

Of the 7% of women who could recall alcohol advertising for female-focused alcohol brands, the highest recalled category was wine (46%) and the highest recalled wine brand was Jacob’s Creek (19%).

This was followed equally by spirits and cider (both at 18%).

Alcohol brands’

engagement of women



14

No

reca

ll33

%

Tooh

ey’s

Ext

ra D

ry7%

Cos

mo

Sm

irnof

f

4%

7%

Jaco

b’s

Cre

ek4%

Per

oni

4%

Cha

ndon

Bla

ck L

abel

4% 4%

De

Bor

toli

4%

Pur

e B

lond

e7%

Wol

f Bla

ss

Vodk

a C

ruis

er

4% 4%

Lind

eman

’s4%

Ban

rock

Sta

tion

5 S

eeds

3%

7%

WINE BEER SPIRITS CIDER

Alcohol brands’

engagement of women

Interestingly, a mere 4% of women recalled pre-mixed drinks, a category largely targeting younger women.

The women aged 31 to 35 years were most likely to recall advertising for female-focused alcohol brands. Women in Western Australia had the highest recall for alcohol advertising targeting women, with one-in-ten positively recalling advertisements targeting them.

Interestingly, in this small response group, brand recall was high, with two-thirds recalling the brand responsible for the advertisement.

n=31 helloimvenus.com/#venuslab


Chandon NV ads try to make the brand look feminine (pink) and seductive (e.g. close-up of low back on dress).

“ “

15

Half of the women surveyed felt neutral towards whether alcohol brands do a good job of understanding and marketing to women.

Women aged 26–30 years were most likely to agree that advertisers were understanding how to market to her, however women 31–35 years were the least likely to agree, and older women were most likely to be ambivalent (feeling neutral).

Alcohol brands’

engagement of women

Strongly agree5%

Somewhat agree28%

Somewhat disagree13%

Neutral50%

Strongly disagree

3%

n=402 Question: Do you think alcohol brands do a good job of understanding and marketing to you?


16

AGE LOCATION

21–25 years

26–30 years

31–35 years

36–40 years

41–45 years NSW VIC QLD SA WA NT TAS

Strongly agree 5.13% 5.49% 8.70% 3.13% 3.57% 3.10% 7.38% 1.82% 0.00% 5.26% 100.00% 0.00%

Somewhat agree 28.21% 37.36% 30.43% 26.04% 19.05% 19.38% 28.69% 25.45% 23.08% 10.53% 0.00% 0.00%

Neutral 48.72% 41.76% 39.13% 60.42% 59.52% 63.57% 57.38% 65.45% 64.10% 73.68% 0.00% 40.00%

Somewhat disagree 12.82% 10.99% 19.57% 8.33% 13.10% 9.30% 4.92% 5.45% 12.82% 10.53% 0.00% 40.00%

Strongly disagree 5.13% 4.40% 2.17% 2.08% 4.76% 1.55% 1.64% 1.82% 0.00% 0.00% 0.00% 20.00%

n=402 Question: Do you think alcohol brands do a good job of understanding and marketing to you?

Alcohol brands’ engagement of women

Women in Western Australia were the most likely to feel that alcohol brands understand and market to women despite this region having the lowest alcohol brand advertising recall rate. This indicates that women in Western Australia feel a positive response towards alcohol advertising yet not a strong, long lasting connection.

Women in Victoria have the second-highest alcohol advertising recall rate (32%), however they were the most likely to feel that alcohol brands are failing to connect.


17

The findings on top influencers when it comes to trying new products, firmly confirms Venus’ understanding of women. 63% of women reported they are most influenced by those around her; friends (27%), partners (22%) and family (14%). This aligns with Venus Lab’s previous findings, that word-of-mouth is the most valuable influencer when marketing to women.

In line with previous Venus Lab research, price is number three or four in the top four determinants when it comes to purchasing a new product/s. This conforms with the cultural behaviour of women being responsible for the household budget and trying to extend every dollar as far as possible.

Influencers when it comes

to purchasingFriends27%

Family14%

Other 6%

Price13%

Reviews3%

In-store promotion 8%

Restaurant/bar3%

Advertising4%

Partner22%

n=402

Question: What or who influences you to try new or different alcohol products or brands?


18


1 2 3 4 5 6 7 8 9

Family 14.18% 14.93% 18.91% 11.94% 9.95% 9.20% 7.96% 8.21% 4.73%

Friends 26.87% 26.37% 16.42% 9.95% 9.95% 2.99% 3.73% 3.23% 0.50%

Partner 21.89% 18.41% 11.94% 6.22% 10.45% 7.21% 6.22% 7.96% 9.70%

Advertising 3.73% 6.97% 9.20% 12.19% 11.69% 15.92% 17.41% 17.66% 5.22%

Restaurant/bar 2.74% 7.21% 7.96% 15.42% 15.67% 15.92% 18.41% 14.18% 2.49%

In-store promotion 8.71% 7.46% 14.68% 14.18% 18.16% 16.42% 11.94% 6.22% 2.24%

Reviews 2.74% 4.98% 7.21% 9.45% 10.45% 16.17% 20.90% 25.87% 2.24%

Price 13.43% 11.69% 11.94% 17.41% 12.19% 12.94% 9.20% 9.20% 1.99%

Other 5.72% 1.99% 1.74% 3.23% 1.49% 3.23% 4.23% 7.46% 70.90%

n=402 What or who influences you to try new or different alcohol products or brands? Please rank 1–9 (1 most influential, 9 least influential)

Influencers when it comes to purchasing

Product reviews and sampling in restaurants and bars were the least likely channels of influence when it came to women trying something new or different.

19

Nearly one-in-five women indicated that they felt somewhat less comfortable identifying with alcohol brands than men. This is perhaps a hang-over from past social attitudes associated with women and alcohol.

Younger women, aged 21–30 years, represented the greatest number of women who felt this way. However, they also represent the group that felt more comfortable with being identified with alcohol brands in general — exposing a split in perception and attitudes amongst this segment.

When it comes to identifying more or less with alcohol brands, the vast majority of women felt neutral. 62% have a passive mindset around identifying themselves with alcohol brands, this suggests a movement in women feeling emotionally devoid when it comes to being identified with alcohol brands.

Perception of comfort in identifying

with alcohol brands

Much more comfortable

2%Somewhat more

comfortable 8%

Much less comfortable

4%

Somewhat less comfortable

24%

Neutral 62%


n=402 Question: Do you think women are generally more or less comfortable identifying with alcohol brands than men?

20

AGE LOCATION

21–25 years

26–30 years

31–35 years

36–40 years

41–45 years NSW VIC QLD SA WA TAS NT ACT

Much less comfortable 7.69% 5.49% 5.43% 1.04% 4.76% 3.10% 7.38% 1.82% 0.00% 5.26% 12.50% 100% 0.00%

Somewhat less comfortable 30.77% 27.47% 23.91% 17.71% 22.62% 19.38% 28.69% 25.45% 23.08% 10.53% 50.00% 0.00% 0.00%

Neutral 48.72% 54.95% 60.87% 73.96% 65.48% 63.57% 57.38% 65.45% 64.10% 73.68% 37.50% 0.00% 40.00%

Somewhat more comfortable 12.82% 10.99% 7.61% 5.21% 5.95% 9.30% 4.92% 5.45% 12.82% 10.53% 0.00% 0.00% 40.00%

Much more comfortable 0.00% 1.10% 2.17% 2.08% 1.19% 1.55% 1.64% 1.82% 0.00% 0.00% 0.00% 0.00% 20.00%

Perception of comfort in identifying with alcohol brands

n=402 Question: Do you think women are generally more or less comfortable identifying with alcohol brands than men?


helloimvenus.com/#venuslab© This research study remains the intellectual property

of Hello I’m Venus and Pureprofile.

Date post:	05-Dec-2014
Category:	Data & Analytics
Upload:	venus-communications
View:	129 times
Download:	1 times

Venus 2014 LAB report - Alcohol

Data & Analytics