The research led to a strengthening of the communication with the ad having the highest advertisement recall (when prompted) compared with all other competition ads. The ad also enjoyed highest rating on ‘One of the best I have seen’ vs. all other competition ads. The ad also had a strong likeability for the for the ‘characters/ models’ with whom they could relate to. The communication also led to greater salience for Holsten with the brand becoming the most recalled brand vs. competition during the period in which the TVC was on air. Additionally, the communication also led to high purchase intent for Holsten vs. other brands.

The key insight around the Dating Game was that it resembled the primeval 'Hunt'. Courtship in Saudi Arabia is about a power play of the dominance of men with a Strong Masculine Angle and Pay-offs Around Power. Winning The Girl is equated with a Conquest. However, the game is played with a lot of stealth & caution as they need to be discreet yet attract the girls attention. This had a direct bearing on the communication with the 'Dating Game' in the storyboard not being equated with a hunt. The Storyboard showed a dominant woman with various men performing explicit acts to woo her - leading to the balance of power being with the woman. Also some of the acts were seen as non-masculine and there was low connect with the male characters. In light of the research findings the males persona was enhanced, more assertive males characters were introduced and the acts were made more relevant. Also there was a social appreciation angle included with some seduction cues (female touching the bottle suggestively) in order to make the communication aspirational.

JURY: TRANSLATION OF THE TV CAMPAIGN

From 00:40 to 00:46: 'Try Holsten with the new Dragon Fruit taste, it’s irresistible in a limited pack'

From 00:50 to end: 'New Holsten Dragon Fruit, Irresistible Temptation'