Evaluating the effect of an ad on brand perceptions, Kenco: Coffee vs. Gangs, facial coding and IRT
Evaluate the impact of Kenco’s ‘Coffee vs. Gangs’ campaign on consumer perceptions of the brand, with a focus on the brand purpose of ‘doing good’ in society.
We used a test and control approach incorporating facial coding and IRT.
The advert had the desired uplift on explicit brand perceptions among all consumers – However IRT revealed that not all consumer segments were actually convinced by this argument.
This case study highlighted that additional messaging would be needed to convince one consumer segment that the brand truly meant what it said and that it was a force for good.