Being bold and weird have proven to be successful ingredients in
catching the attention of audiences, however, very few can beat the big
brand names.
McDonald's, Coca-Cola and Sunday were no exception as they topped the TV
ad recall list in Hong Kong, according to Market Behaviour.
Other brands which were rated highly were CTI and Yakult.
Vitasoy, which was not in the 1999 top 10 list, placed eighth last year,
largely because of its innovative creative strategy, which differs from
the approach of most other FMCG brands.
Nevertheless, big brands and celebrities do help overall recall.
McDonald's, Coca-Cola, Park N'Shop and Wellcome will always have high
recall even if their ad campaigns were to be straight forward simply
because they are big brand names.
