Formula 1 clout drives Red Bull to the top of YouGov’s Biggest Brand Movers in March

Red Bull has topped YouGov’s ‘Biggest Brand Movers’ list for March, having achieved the most statistically significant month-on-month growth in consumer perceptions compared to February.

The energy drink brand made gains in eight out of 13 YouGov Brand Index metrics, picking up points in Media and Communication (Ad Awareness), Brand Perception (General Impression, Value, Recommendation, Quality) and Purchase Funnel metrics (Consideration, Purchase Intent, Current Customer).

The growth can largely be attributed to the fanfare ahead of the 2023 Australian Formula 1 Grand Prix, in which Red Bull’s F1 team competes, and won this year’s race. In March, the brand published a video featuring Australian F1 driver Daniel Ricciardo speeding through some of Australia’s most challenging terrain in a Red Bull RB7.

Ebay was in second place, boosting seven metrics across Media and Communication and Brand Perception Categories, with Lipton in third place, making improvements in six metrics across Media and Communication, Brand Perception and Purchase Funnel categories.

Sanitarium brands Weet-Bix and So Good rounded out the top five, both making gains in five metrics each. In February, Initiative picked up the media account for Sanitarium following a competitive pitch.

Angela Smith, head of products, Australia at YouGov, said:

“APAC Biggest Brand Movers highlights the brands that have registered the most statistically significant month-on-month upticks in consumer perception metrics across a selection of Asia-Pacific markets. These rankings enable marketers to know how consumer sentiment towards their brand has evolved over time. As the data shows, Red Bull made large gains in Australia in March following its association with Formula 1 Grand Prix. Many FMCG brands also feature in the list highlighting their strong resonance with consumers in Australia.”

The metrics covered by the report are split into three categories: media and communications metrics (aided brand awareness, ad awareness, word of mouth exposure and buzz), brand perception metrics (general impression, customer satisfaction, quality, value, recommendation and corporate reputation) and purchase funnel metrics (consideration, purchase intent, current customer).

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella in October 2023.

topics 2023 Formula 1 Australian Grand Prix Angela Smith Formula 1 Red Bull YouGov YouGov Biggest Brand Movers YouGov Grand Index

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