5-Hour Energy Shots received the biggest consumer perception gain of all beverage brands in the first half of 2012. As a matter of fact, it is the only energy drink brand with positive consumer perception levels and is tracking at its best perception levels since mid-2009.
Trailing behind 5-Hour Energy, in order, are Monster and AMP with Red Bull lagging furthest behind in perception.
5-Hour Energy, Monster, AMP and Red Bull were measured with YouGov BrandIndex’s Buzz score, which asks respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” All respondents are adults 18+.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
5-Hour Energy started off the year in the same boat as its rivals – more negative perception than positive, hovering in the -3 and -4 score range, with Red Bull significantly behind the others at -12.
By mid-January, 5-Hour Energy had broken above the zero mark and never looked back: by February 2nd, it had hit a 7 buzz score, settling back down to zero in mid-April, and that’s when the gritty cowboy ads kicked in, sending the score to a category high of 12, where it resides today.
Monster experienced much more of a perception roller coaster in the year’s first half, touch zero a couple of times in February and early June, but unable to sustain any positive traction. Monster spent the spring in a swoon, hitting -8 buzz score at the end of March. Its current score is -1.
AMP also rode the roller coaster this year, although the peaks and valleys were not as extreme: they also spent the spring in the perception doldrums, remaining in the – 4 and -5 range, before peaking at zero at the end of May and quickly trending down again. AMP’s current score is -4.
Red Bull’s buzz score started the year at -12 and made it as high as -7 in mid-March but never getting back close to that mark. Red Bull’s current buzz score is -8, marking another upswing for the drink, struggling to get out of negative territory.
YouGov BrandIndex (www.brandindex.com) interviews 5,000 people each weekday from a representative US population sample, more than 1.2 million interviews per year. Respondents are drawn from an online panel of more than 1.5MM individuals.