Unveiling the Impact of Print Marketing: Case Studies from Specsavers, Rowse Honey, and Quaker
Discover how these leading brands harnessed the power of print media to establish lasting brand value, as evidenced by Kantar's comprehensive 'The Works' research analysis.
Source: Shutterstock
When it comes to print ads, readers have the power to choose which ones they pay attention to. Therefore, it is important for creative ads in this channel to have a captivating hook to attract people.
According to Kantar's 'The Works' study, Specsavers, Rowse Honey, and Quaker are three brands that have effectively tackled these challenges to produce exceptional print ads.
The study, conducted in partnership with Our Website and the Advertising Association’s Trust Working Group, involved 750 consumers sharing their opinions on the best print ads. Additionally, it monitored the facial expressions and eye movements of viewers as they interacted with the ads.
In its advertisement, Specsavers showcased its signature humor and a well-known punchline. By creatively reinventing the traditional ‘Snellen’ eye test, the brand effectively played with audience expectations.
Specsavers The Works
Source: Specsavers via Kantar
The study shows that the ad ranks in the top 1% of UK ads for being distinct, thanks to its clever use of the eye test mechanism that viewers really like.
In addition, the ad also scored well in likeability, ranking in the top 12%, and in humor, ranking in the top 19%. The familiarity of the eye test and the ongoing Specsavers campaign resonated well with the audience, keeping their attention until they reached the logo at the bottom of the page.
One participant pointed out that the ad captures attention and encourages viewers to look closely, all the way to the end because curiosity tends to prevail.
Kantar's head of creative excellence, Lynne Deason, emphasized that the Specsavers ad effectively demonstrates the importance of maintaining a consistent creative approach across various media platforms for a prolonged duration.
[These ads] show how creative and effective print ads make meaningful connections with readers in an emotionally powerful way.
Lynne Deason, Kantar
Deason explains that one advantage of this dedication is the immediate recognition of the ad as part of the ‘Should’ve gone…’ campaign series. This creates a sense of comfort and familiarity, making it unmistakably associated with Specsavers.
The research reveals that specific brand elements, such as the recognizable green color scheme, contribute to the ad's easy identification as a Specsavers advertisement. In fact, the ad ranks in the top 3% for its distinct brand signals.
Deason believes that this amazing print ad not only brings Specsavers to people's attention but also increases their likelihood of choosing Specsavers over other opticians in both the short and long term.
The ad distinguishes Specsavers from other brands, making it stand out as a unique option (ranking in the top 26% of all ads) and giving the brand a deeper sense of importance (ranking in the top 12% of ads).
Connecting with Consumers through Nature Conservation
Rowse Honey's advertisement has garnered praise for its focus on the 'Hives for Lives' campaign, dedicated to safeguarding bees and beekeepers for over a decade. The ad prominently features a bee and the 'Hives for Lives' logo, instantly capturing the attention of viewers.
“The ad lands in the top 3% of UK ads for conveying that the brand is making a positive difference to the environment and/or society,” says Deason.
Rowse The Works
Source: Rowse via Kantar
Striking natural imagery also helped the ad to stand out, particularly during the cold, drab weather the UK has experienced so far in 2024.
One consumer on the panel commented that the ad was peaceful and vibrant, making them think of health and summer right away.
The images in the ad reminded people of the sweet taste of honey, which was also well-liked. Additionally, the message about protecting bees received strong support from the audience.
Deason explains that these positive impressions play a significant role in why people choose Rowse over other options in the short term (top 20%) and also influence how they perceive the brand in a way that strengthens Rowse's long-term reputation and likelihood of being chosen over other alternatives (top 10%).
Furthermore, Deason notes that these impressions lead people to develop a stronger affinity towards the brand (top 3%), as they believe that Rowse effectively caters to their needs (top 7%) and stands out from other options in the market (top 7%). These feelings of attachment are closely associated with the Rowse brand (top 13%).
A popular purpose
A purpose-based ad from Quaker also landed well with consumers, scoring in the top 5% of ads for conveying how the brand is making a positive contribution to society.
The advertisement highlights the fact that one out of every four children may not have enough food to eat during the winter months. To address this issue, Quaker has pledged to donate 3 million warm breakfasts to those who are in need. The impactful headline is complemented by a moving visual depiction of the children who could be going hungry.
According to a member of the consumer panel, "It is a surprising statistic that more individuals should be made aware of."
Quaker The Works
Source: Quaker via Kantar
Another person mentioned that the contrast between the children who are hungry and those who are not hungry was quite impactful and memorable.
The advertisement effectively uses thermal imagery to visually highlight the disparity between children facing hunger and those who are not.
"Deason says that when Quaker takes action to ensure children have breakfast, it is highly valued by people and it fosters a more positive perception of the Quaker brand."
She further explains that this feeling of warmth is evident in the increase of positive sentiments towards Quaker, with affinity ranking in the top 11% of all UK ads. As the brand is perceived to be making a meaningful impact, Quaker's branding also stands out, ranking in the top 20% of UK ads, according to Deason.
According to Deason, the ads from Specsavers, Rowse, and Quaker show how print advertising can be powerful in achieving various strategic and commercial goals. She mentions that the Quaker ad has the ability to generate short-term sales effectively, ranking in the top 26%. Additionally, it excels in enhancing Quaker's brand equity in the long term, ranking in the top 13%.
She explains that creative and effective print ads make meaningful connections with readers in an emotionally powerful way. They achieve this through humor, entertainment, arousing desirability, or by communicating the purposeful activities that brands are doing to make a genuine difference to society or the planet.
Deason argues that these ads benefit the brand because they are central to what is memorable, not incidental to it.
“What these ads say about the brand and the way it’s brought to life also builds longer term equity by making the brand feel meaningfully different to others in a memorable way,” she adds.
Editor's P/S:
The article delves into the power of print advertising and showcases three exceptional campaigns from Specsavers, Rowse Honey, and Quaker. These brands have successfully captured attention, connected with consumers, and conveyed powerful messages through creative and innovative print ads.
Specsavers' humorous eye test ad demonstrates the importance of consistency in creative approach, while Rowse Honey's focus on environmental conservation highlights the potential of purpose-driven marketing. Quaker's ad, which addresses childhood hunger, effectively utilizes visual imagery to create an emotional connection with the audience. By tapping into humor, emotion, and social responsibility, these print ads not only promote brand awareness but also build stronger connections with consumers, leading to increased brand loyalty and recall.
