1. February 2012 Newspaper Creative Benchmark Report Diet Coke

2. It’s a component of the Newspaper Effectiveness Metric which is run by the newspaper industry marketing body, The Newspaper Works. A monthly study designed; To measure and identify the effectiveness of newspaper creative To help improve understanding of how to use newspapers effectively To improve the understanding of the roles newspaper advertising can play To improve the standard of newspaper creative To provide a consistent metric that is accepted as the industry standard

3. Pre/post effectiveness studies, measuring in-market effects and how newspaper work with Television Comparison of creative against category averages Comprehensive analysis of how newspapers can best be used to influence purchase behaviour The Newspaper Works’ effectiveness partner:

4. Recognised industry measures + Newspaper measures Proprietary newspaper measures The Newspaper Works’ effectiveness partner: Ad Recognition Brand Linkage Message Comprehension Brand Equity Impact Role Map Action Map Newspaper Creative Diagnostics

5. This ad was one of three shown to respondents Sample: Australians 16+ Sample size: 99 Test market: Sydney Fieldwork: 5 th -12 th February 2012 Conducted online by Ipsos MediaCT Benchmarks used: Newspaper Norms (see appendix for details)

6. Branded Newspaper Benchmarks

7. Newspaper Norm This ad has performed very well against positive creative diagnostics, achieving significantly high scores for ‘Has a great photo/image’, ‘Catches my eye’ and ‘Looks good’

8. Ad recognition was higher than norms however brand linkage was slightly lower which may be due to the timing of research or the weight of the campaign. Note: Ad Recognition and Brand Linkage can be affected by weight of campaign and timing of research Brand linkage n= 19 Branding removed Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

9. The ad performed significantly well at differentiating Diet Coke versus other soft drink brands. Significantly different to Newspaper Norm at 90% c.l. +14 Newspaper Norm

10. 57% of respondents were generally correct in their message comprehension with 18% relaying back some of the messages within the ad

11. What did the respondents say about the ad? It seems clever and cute. Appeals to young women, better than old dolls/puppets ads It's different from the other soft drink ads. This ad is in black and white which sort of captures your attention. Also, the highlighted 'one calorie' looks more appealing to teenage girls like me. Does she need to be topless? Eye-catching but sexist The ad at first is distracting from the product because of the girls, but it is an eyecatching piece of advertising Different to other campaigns Distracting…both in a good and bad way Young and fun It seems in sync with the current image I have with Diet Coke. Possibly a bit more daring than your usual ad. Obviously the ad was aiming at young fun loving people If they are trying to lure men into drinking diet coke then it might work

12. The word cloud shows a clear understanding of the key brand benefits

13. This ad achieved significantly high scores against the key brand building metrics of Affinity and Reappraisal. Extension and Call to Action results meet norms. Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

14. The ad helps drive purchase intention with significant ActionMap results for ‘Buy/Try’ the product. Significantly different to Newspaper Norm at 90% c.l. Newspaper Norm

15. Diet Coke have used a highly disruptive creative strategy to cut though and gain ground on RoleMap measures such as Affinity and Reappraisal The ad helps to increase product purchase intentions, as seen by responses to ActionMap questions The image itself generated some polarising comments…worth noting that our respondent sample is broad and not defined by gender or age (but is relative to ABS population breakdowns and all respondents are 16+) The ad has done a great job of differentiating Diet Coke from others in the same category. From the perspective of driving differentiation and purchase intention above Newspaper Norms, this ad has been very effective.

16. Comparison with other ads

17. Comparison to other beverage ads February 2012April 2011December 2010

18. ‘Natural’ strikes a chord with readers Berri achieved very strong results for their ad using fresh imagery and focusing on their use of local produce. High levels of Affinity led to a strong Call to Action. The range ad from CCA highlighting ‘no artificial colours or flavours’ achieved high Affinity and Reappraisal scores as well as tapping into the Public Agenda.

19. You are what you eat? February 2012 October 2010 March 2011

20. “Pure” trumps “Shine” The ad from Tassal achieves strong scores for Affinity and Reappraisal while the ad for Special K falls short of being creatively effective. Based on creative diagnostics the Tassal ad scored very well against metrics such as ‘looks good’ and ‘has a great photo/image’ which has contributed to it’s success however worth noting the scores against these measures for Diet coke, were even higher.

21. Our All Categories Top Six : “Is Clever” Since 2010, Norms not available

22. Top Performers on Rolemap

23. 6.2x Higher than norm 5x Higher than norm 2.4x Higher than norm 2.9x Higher than norm 8.0x Higher than norm 3.8x Higher than norm All newspaper norm. December 2011 (Updated monthly)

25. Established in 2006 by the major Australian newspaper publishers: – News Limited – Fairfax Media (including Rural Press) – APN News and Media – West Australian Newspapers Represents paid national, metropolitan, regional and community titles. Primary aims: – To promote newspapers as a powerful medium for advertisers – To ensure that newspapers are perceived as being contemporary and relevant in a transforming media landscape

26. Creation of All Newspaper norms Testing of randomly selected newspaper display ads 5,100 ad observations in total 40 test ads, 100+ observations per ad Population representative sample of the five mainland state capitals Conducted online by Ipsos Media CT, July-August 2008 Sample size 1,737

27. Newspapers are a powerful medium to utilise across a broad range of strategic roles. Six strategic advertising roles have been validated both qualitatively and quantitatively, resulting in the creation of Role Map, one of two proprietary newspaper metrics. Role Map demonstrates how consumers connect with newspaper advertising across the six roles, comparing the performance of creative against a footprint of all ads tested. Retail average Statements are tailored to be appropriate to the advertising category.

28. Newspapers are recognised as an effective medium for delivering a Call to Action. Action Map, the third proprietary newspaper metric, expands on this strategic role to provide an understanding of the types of action a newspaper ad inspires. Measured via forced exposure, people are asked about the actions they would consider taking (or have taken) as a result of seeing the ad. New measure introduced in March 2010, norm not yet available.

29. Another proprietary newspaper metric provides a set of creative diagnostics unique to the attributes of newspaper advertising. They’ve been developed to help identify areas for improvement where results across other brand and advertising measures may require further analysis and interrogation. Retail average Statements are tailored to be appropriate to the advertising category.