SodaStream is the young star of Q3 2024, followed by Rauch Eistee and Obi

The latest results of the quarterly Youngstar survey conducted by the Austrian Gallup Institute on behalf of Goldbach Austria are now available. In Q3 2024, SodaStream secured the top spot and is perceived as the most youthful brand with a score of 57.6. In second and third place in terms of vitality and youthfulness are Rauch Eistee with 51.9 points and Obi with 48.6 points.
The study evaluates the image of the brands from the perspective of young Austrians and Austrians who are young at heart, focusing on aspects such as vitality and youthfulness.

SodaStream impressed the study participants both before and after viewing the current TV commercial. Even before the commercial, the brand was rated as the most vital and youthful of all the brands studied. The commercial increased this impression, with the attributes youthful, energetic, powerful and entertaining in particular experiencing an increase as a result of viewing the commercial. With an overall brand awareness of 78%, SodaStream scored particularly well with the attributes modern, active, vital and innovative - these are at the top of the attribute rankings.

Rauch iced tea, which took second place in the latest Youngstar survey, has a brand awareness of 88%. According to the respondents, the commercial made the brand more youthful, fun, entertaining and modern. On the other hand, characteristics such as traditional and down-to-earth received significantly less approval than before. Youthful and modern are the characteristics that ultimately came out on top in the spot and best describe the brand.

Obi, the best-known brand in the Youngstar Top 3 with 90% awareness, was able to increase the attributes of entertaining, fun and youthful in particular with the current commercial. While the brand was still primarily associated with the attributes down-to-earth and traditional before the commercial, active, powerful and energetic came to the fore after the commercial.

“It is always exciting to see how much a commercial can influence the character traits that consumers associate with the brand. In addition to the advertising media, the choice of channels and environments also plays a major role here,” says Josef Almer, Goldbach Managing Director, about the regular study.

The Goldbach Youngstar is awarded quarterly on the basis of a quantitative study by the Austrian Gallup Institute to the brand that is considered the “most vital and youngest” in the young and young-at-heart target group. The score, which forms the basis of the result, is made up of 3 sub-scores: Brand - Spot - Before/After comparison. At the end of August, the Goldbach Youngstar Award is presented to the annual winner from the 40 brands measured over a rolling year at the Goldbach Summer Festival.