To assess the impact and acceptance of a 30” television commercial (Pra não esquecer) for the Caboclo brand of ground coffee.
Sample size
110 coffee consumers were interviewed
Sample selection
Among the respondents selected to participate were women:
Between 30 and 45 years old;
A, B and C classes;
Resident in São Paulo;
In charge of coffee purchasing for their homes;
That had not watched the commercial being researched;
That did not reject the Café Caboclo product.
Control Group
A control group consisting of forty individuals was set up to check the influence of the Caboclo brand on the view of consumers of the product and possible consumers. This control group did not see the commercial, but only the Caboclo brand, in order to assess what they think about the brand and it gets across to consumers.
Duration of field activities
3 days
Recruitment
The possible respondents were approached near the central facility prepared by Demanda for conducting the interviews, at a place with a heavy throughflow of people in downtown São Paulo.
Contact with the commercial
In a soundproofed room fitted with a computer and loud-speakers, each individual respondent watched the commercial three times in succession, according to the ADD+Impact® methodology).
Application
Having seen the commercial, the participants answered four non-directed questions spontaneously, that were recorded, in order to associate the advertising item with personal memories and feelings, thus indicating what were the messages decoded by the recipients when exposed to the commercial. They then answered a self-completion structured questionnaire with closed questions, in order to assess the image of the Café Caboclo product and its direct competitors.
Outcomes
The strength of the links built up by consumers with the commercial and the brand was presented, as well as the main messages that this commercial got across to its target public, and the reasons for these links with the imaginary universe that Café Caboclo strove to get across to the consumer.
Additionally, the findings of this study were compared with global findings, by category and by brand.