CONSUMER RECOGNITION OF PRODUCT SLOGANS
Survey by Bernett Research of consumers ages 15-34
When asked to recall slogans identified with major beverage brands without prompting, only 15% knew the slogan for Coke (“Always Coca Cola”); 16% for Budweiser (“This Bud’s for You”); and 4% for Pepsi (“The Joy of Cola”). But 50% knew the “GOT MILK?” campaign of the California Milk Processor Board. When prompted with a company’s slogan, 98% recognized the Coke and milk slogans, 92% recognized Budweiser’s; and 75% recognized Pepsi’s. But knowing the slogans didn’t equate to liking the companies’ ads: 49% said they liked Coke’s ads; 45% liked Budweiser’s, 43% liked Pepsi’s, and 68% said they liked the Got Milk? ads.
