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May's Top US Buzz Improvers

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US
Tue, 29/05/2012 - 17:38
Tylenol

Tylenol has been plagued by recalls and government-mandated plant shut-downs. The brand lost more than 20 points in market share over two years, to competitors Aleve and Advil attempting to consolidate their temporary windfall. Tylenol is winning back its shelf space and it has become this month’s top brand improver with a 7-point lift to a score of 25.7.

Abbot Nutrition’s Ensure has bounced up to its strongest showing this year with a 6.4-point jump for the nutritional drink.

Barnes and Noble and the Nook both make it into this month’s Buzz improver list. At the end of April Microsoft’s $605 million investment was announced in the new digital subsidiary of Barnes & Noble, currently known only as Newco. The move should help the bookseller compete against Amazon and Apple in the e-reader market. The Nook SimpleTouch with GlowLight also launched this month, positioned by Mullen's "Read In Bed" campaign as the "marriage savior".

Five major oil and gasoline companies made the top 20 consumer Buzz rankings for the month of May, most likely driven by price decreases. Three of those brands – Exxon, Sunoco and Shell – were in the top 10, with Mobil and Chevron taking spots the number 17 and 18 respectively.

Lipton debuted the new 30-second Lady Antebellum TV spots for Lipton Tea & Honey and Lipton 100% Natural. The deal represents Lady A's biggest brand relationship to date. The band members have apparently been drinking Lipton teas all their lives. Buzz scores saw a 5.7-point lift in May.

Simply Orange launched two new flavors in the New Year: Simply Cranberry Cocktail and Simply Lemonade with Mango. The brand made this month’s list coming in at number 9.

Little Ceasar’s hired new VP-global marketing, Ed Gleich back in October and has just announced NY indie shop BFG 9000 as agency of record. According to Kantar Media the chain seems to be upping media spend and this month they hit the buzz improver list with a 5.3-point lift.

May's Top US Buzz Improvers
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