Capri-Sun, Skechers and Almdudler named most vital brands in Q2 2024

The score, which forms the basis of the result, is made up of 3 partial evaluations: Brand - commercial - before/after comparison. The current survey clearly shows the influence a commercial can have on brand perception. While the Austrian beverage brand Almdudler ranked 5th in terms of youthfulness before the commercial was viewed and Capri-Sun ranked 4th, the commercial for the on-the-go drink was rated the most youthful and the commercial for the famous traditional costume couple the second most youthful, which ultimately secured a place on the podium for both beverage brands. The opposite is true for the Skechers shoe brand. The brand itself was ranked first by the respondents, the commercial was ranked fourth, which ultimately brought the overall result of second place.

Capri-Sun - the drink of youth as a young star in Q2 2024

Even before viewing the current commercial, the characteristic "youthful" was the one that most respondents associated with the brand. This figure increased by a further 11% after viewing the ad. The current campaign also had a particularly strong impact on the characteristics "funny" (+19%), "entertaining" (+17%) and "modern" (+13%). In contrast, the attribute traditional was still attributed to the brand by 36% before the commercial was viewed, but only by 22% (-14%) afterwards.

Skechers and Almdudler in the other places on the podium

For the Skechers shoe brand, the attributes active, modern, vital, youthful, powerful/energetic were already at the top of the list before viewing the ad. Even after viewing the current campaign, the top 5 attribute classifications remained the same. With regard to the characteristics of innovation and novelty, the brand received even more approval than before viewing the commercial.

The Almdudler beverage brand scored best in terms of youthfulness in this survey wave compared to previous ones. The commercial seems to have hit the "youthful" characteristic exactly, without losing out on the values of tradition and down-to-earthness.

According to the commercial, the attribute attribution increased particularly strongly with regard to "funny" and "entertaining".

Every quarter, the Goldbach Youngstar survey uses a quantitative study by the Austrian Gallup Institute to determine which brands are considered to be the "most vital and youngest" in the young and young-at-heart target group. At the end of August, the Goldbach Youngstar Award is presented to the annual winner from the 40 brands surveyed over the course of a rolling year at the Goldbach Summer Festival.