PML Group’s review of the OOH market for the first half of 2018 reveals a marked increase in advertising on the medium for more healthy food and drink alternatives, particularly in the soft drink sector.
The category makes up almost 8% of the entire OOH market but with the introduction of the sugar tax on soft drinks and consumers’ general increase in demand for healthier options, the medium has seen a plethora of brand variants and alternatives hit the streets in H1. Brands such as Sparkling ICE, Vit-Hit, Naked Juice and Vegified Juice have helped increase the display value of the soft drink category by 37% in 2018.
Lower and zero alcohol brands have also been active in H1, as well as lower sugar confectionery products such as Nestlé’s Milkybar Wowsomes.
According to Colum Harmon, marketing director, PML Group: “Many of the consumer choices made in categories such as food and drink are made on impulse while on the go so Out of Home is the perfect platform for communicating product benefits when the audience are most engaged with the brands. As sport and exercise also mainly take place out of the home, the synergies for health-orientated brands are clear to see.”
He says that soft drinks were the fourth most active category on OOH in H1, behind Finance, Retail and Beers. The finance group, led by AIB, increased its OOH investment by more than 20%. Dunnes Stores were the biggest retail advertiser for the first half of 2018 while Diageo were the most active in the beers category. Their Q2 investment included the launch of Rockshore Lager in cycle 8.”