Overall, the beverage sector is the lowest-ranked sector in the benchmark. This is primarily driven by respondents having the weakest associations to modern, premium quality and the sector value (where it ranks in the bottom 20% of the benchmark). However, as a sector, there is a strong association with the imagery being distinctive. Conclusively, the results suggest that consumers are less engaged with beverage campaign imagery vs other sectors. Although respondents find beverage campaign imagery unique, the overall score makes it clear that audiences are disengaged. The results also suggest EU marketing campaigns seems to better engage emotionally with US audiences.
Here’s a sneak preview of how the brands stacked up against each other in the sector: