The idents feature the traditional, classic weather symbols that have been on our TV screens and newspapers for years to symbolise the different elements. Our research showed that consumers have an emotional attachment to the weather, the symbols and Lockets themselves due to their 30 year heritage; so both the brand and the weather work in conjunction to engage the consumer in their fondness of the weather and Lockets.

Research showed there is an emotional association between Lockets and the weather with the majority of viewers. It also had a positive impact on brand image, with viewers aware of the sponsorship significantly more likely than non viewers to say they would buy Lockets in the future.