Sunday Times dishes out the 411 on da kewlest brnds n twn, dawg! *
Wot yung peeps tink bout brands 2day cn hlp make dem da shiz niz 2moro. **
Simply put in the Queen’s English, and for those dialing for an appointment with their
optometrist: What the youth think about brands today can help make or break it for those
brands tomorrow.
For brands such as BlackBerry, Nike, FNB, BMW and Vodacom – all winners in their
respective categories at the 2012 Sunday Times Generation Next Brand Survey Awards –
following marketing and communications strategies rooted in the belief that today’s youth is
tomorrow’s most influential consumer; the opening statement, however testing to read,
couldn’t be more relevant.
In its eighth year, the 2012 Sunday Times Generation Next Brand Survey Awards, conducted
by HDI Youth Marketeers, spanning 73 categories and voicing what the South African youth –
aged between 8 and 22 – deem cool; saw SAA voted the Coolest Domestic Airline, Pick n
Pay the Coolest Grocery Store, Cape Town the Coolest Local Holiday Destination, MySchool
the Coolest Community Programme – a new category in the 2012 survey – and Engen the
Coolest Petrol Station.
Dealing with a target market firmly rooted in the digital age, the 2012 Sunday Times
Generation Next Brand Survey Awards ceremony saw in attendance the top brass of local
and international corporate and consumer brands as well as local TV, radio and film
personalities. For an event image gallery visit https://www.facebook.com/pages/SundayTimes-Generation-Next-2012-Awards/359322124127122
Not surprisingly, and for the second consecutive year, BlackBerry not only took home the
Coolest Cell Phone Award and the Coolest Hi-Tech Gadget Award but also the Coolest Brand
Overall Award. News that could potentially have a lot more people brushing up on their SMS
speak!
Repeat winners in the brand categories include Spur (Coolest Eat Out Place), YOU (Coolest
Magazine), Trace on Dstv (Coolest TV Music Channel and Coolest TV Channel), 5FM
(Coolest Radio Station), Protea Hotels (Coolest Hotel Group), BMW (Coolest Motor Vehicle),
Nike (Coolest Sports Stor), Vodacom (Coolest Telecoms Provider), Apple (Coolest Computer
Brand), KFC (Coolest Fast Food Place) and the University of Cape Town (Coolest University
or College).
Repeat winners in the Coolest Local Sportsman and Coolest Local Sportswoman categories
are Siphiwe Tshabalala and Natalie du Toit respectively.
Over 6,000 young South Africans1 – from across seven provinces2 – were polled on
everything from the ‘coolest’ fast food outlets to cellular network providers, celebrities to
fashion brands, banks to tertiary institutions. For a complete list of category winners and
survey methodology visit www.pushprint.co.za
The survey illustrates what the leaders, movers and shakers of tomorrow are responding to
today, as well as measuring the effectiveness marketing and branding campaigns – either
specifically or not specifically aimed at this particular target market – are being consumed and
interpreted.
1.
2.
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
The 2012 Sunday Times Generation Next Brand Survey will be available as a supplement in
the 3 June 2012 edition of the Sunday Times.
To hear the buzz follow @ST_GenNext
For a complete list of category winners and additional information visit www.pushprint.co.za
For more survey information, contact Jessica Oosthuizen or visit www.hdiyouth.co.za
2012 Sunday Times Generation Next Brand Survey Results
Coolest Brand Overall 2012
BlackBerry
BMW
Coca-Cola
Nike
Apple
1
2
3
4
5
Q1 Coolest Bank
1
2
3
4
5
FNB
ABSA
Standard Bank
Nedbank
Capitec Bank
All Groups
(%)
26.19
24.36
20.61
11.57
8.19
1
2
3
4
5
Blackberry
Nokia
Apple iPhone
Samsung
Sony Ericsson
All Groups
(%)
36.72
22.40
20.31
8.98
4.57
1
2
3
4
5
Q3 Coolest Fashion and/or Accessory
Store
Nike
Mr Price
Identity
Edgars
Jay Jays
All Groups
(%)
16.47
11.67
9.64
8.64
6.77
Q2 Coolest Cell Phone
Q4 Coolest Domestic Airline
1
2
3
4
5
SAA (South African Airways)
Mango
BA (British Airways)
Kulula.com
1 Time
1.
2.
All Groups
(%)
37.45
23.08
18.43
14.27
6.43
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
Q5 Coolest Toothpaste
1
2
3
4
5
Aquafresh
Colgate
Sensodyne
Mentadent P
Close-Up
Q7 Coolest Fashion Brand
1
2
3
4
5
Guess
Nike
Adidas
Louis Vuitton
Gucci
Q8 Coolest Hotel Group
1
2
3
4
5
Protea Hotels
Southern Sun
Hilton Hotels
Sun International
Royal Hotels
Q9 Coolest Brand Slogan
1
2
3
4
5
Just Do It (Nike)
Gives you wings (Red Bull)
Impossible is Nothing (adidas)
I'm lovin’ it (McDonald's)
Join the Evolution (MXit)
Q10 Coolest Shopping Mall
1
2
3
4
5
Sandton City
Canal Walk
Gateway Theatre of Shopping
V&A Waterfront
Maponya Mall
1.
2.
All Groups
(%)
13.55
10.95
9.54
8.18
7.58
All Groups
(%)
18.87
14.94
14.08
13.11
11.60
All Groups
(%)
17.38
10.40
9.94
9.79
8.77
All Groups
(%)
11.95
7.53
7.17
7.10
6.77
CEO (The Boss)
Doctor
Own Business (Entrepreneur)
DJ (Club or Radio)
Lawyer
All Groups
(%)
15.29
6.86
6.69
6.45
6.10
Q12 Coolest Corporate Citizen
All Groups
Q11 Coolest Job
1
2
3
4
5
All Groups
(%)
31.56
19.06
10.56
9.67
6.26
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
(%)
1
2
3
4
5
BMW
Coca-Cola
DStv
Woolworths
McDonald's
Q13 Coolest Alternative Fashion Brand
1
2
3
4
5
Uzzi
Carvela
Polo
Jeep
Calvin Klein
Q14 Coolest Telecoms Provider
1
2
3
4
5
Vodacom
MTN
Cell C
8.ta
Virgin Mobile
Q15 Coolest Ultra Luxury Motor Vehicle
1
2
3
4
5
Lamborghini
Ferrari
Bugatti
Aston Martin
Rolls-Royce
Q16 Coolest Motor Vehicle
1
2
3
4
5
BMW
Mercedes-Benz
Audi
Range Rover
Hummer
Q17 Coolest Local Holiday Destination
1
2
3
4
5
Cape Town
Sun City
Durban
Johannesburg
Kruger National Park
1.
2.
9.35
9.21
8.69
7.45
6.18
All Groups
(%)
13.53
10.09
8.01
7.91
6.10
All Groups
(%)
30.65
28.30
18.90
8.12
7.09
All Groups
(%)
19.93
16.50
14.69
12.77
10.33
All Groups
(%)
20.30
15.10
12.26
8.64
6.58
All Groups
(%)
19.90
19.73
16.25
7.05
6.85
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
Q18 Coolest Local Fun Destination
1
2
3
4
5
Sun City
Gold Reef City
uShaka Marine World
Carnival City
Montecasino
Q19 Coolest Petrol Station
1
2
3
4
5
Engen
Shell
BP
Caltex
Total
Q20 Coolest Sports Store
1
2
3
4
5
Nike
adidas
Sportscene
Totalsports
Puma
Q21 Coolest Hi-Tech Gadget
1
2
3
4
5
Blackberry
Laptop
Playstation 3
iPad (Tablet)
iPod
Q22 Coolest Computer Brand
1
2
3
4
5
Apple
Samsung
Sony
HP
LG
1.
2.
All Groups
(%)
25.96
18.25
17.13
13.20
13.05
All Groups
(%)
18.33
15.20
12.99
12.25
11.08
All Groups
(%)
12.58
12.14
11.71
11.01
8.61
All Groups
(%)
19.86
14.73
13.59
10.87
10.46
Sunday Times
Sunday Sun
City Press
Soccer Laduma
Cape Argus
All Groups
(%)
27.88
18.17
16.76
10.51
7.14
Q25 Coolest Daily Newspaper
All Groups
Q23 Coolest Weekly Newspaper
1
2
3
4
5
All Groups
(%)
19.72
17.81
14.54
7.36
6.84
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
(%)
1
2
3
4
5
Daily Sun
The Star
Daily News
The Times
Sowetan
Q26 Coolest TV Channel
1
2
3
4
5
Trace (DStv 325)
Disney Channel (DStv 303)
VUZU (DStv 123)
M-Net (DStv 101)
Supersport Channel (DStv 201-208)
Q27 Coolest Current TV Programme
1
2
3
4
5
Dragon Ball Z
Generations
Rhythm City
Vampire Diaries
Top Gear
21.31
12.10
11.59
11.40
9.48
All Groups
(%)
10.18
10.15
7.73
7.22
7.12
All Groups
(%)
11.17
9.39
7.85
5.46
4.94
1
2
3
4
5
Trace (DStv 325)
Channel O (DStv 320)
MTV Base (DStv 322)
MTV (DStv 321)
Afro Music (DStv 326)
All Groups
(%)
29.04
19.54
17.15
13.52
5.86
1
2
3
4
5
Q29 Coolest Community Programme
(NEW!)
MySchool (Woolworths)
Soul Buddyz Clubs
Add Hope (KFC)
Pick n Pay School Club
M-Net Cares
All Groups
(%)
13.20
13.14
11.64
11.34
10.11
Q28 Coolest TV Music Channel
Q30 Coolest Cartoon Show
1
2
3
4
5
Dragon Ball Z
Spongebob SquarePants
Phineas & Ferb
The Boondocks
The Simpsons
Q31 Coolest TV Soap
1.
2.
All Groups
(%)
13.42
8.45
8.41
8.16
7.13
All Groups
(%)
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
1
2
3
4
5
Generations
Rhythm City
7de Laan
Isidingo
Muvhango
Q32 Coolest TV Kids Block
1
2
3
4
5
Disney (DStv 303)
Disney XD (DStv 304)
Cartoon Network (DStv 301)
Nickelodeon (DStv 305)
YO-Tv
1
2
3
4
5
All Groups
(%)
21.55
18.48
16.45
11.46
8.63
So You Think You Can Dance
SA's Got Talent
Idols
Fear Factor (International)
Wipeout
All Groups
(%)
10.49
9.98
9.01
8.80
7.66
Q34 Coolest Music Retailer
Online/Physical Store
All Groups
(%)
Q33 Coolest Reality TV Show
1
2
3
4
5
22.14
18.96
12.09
9.77
9.05
Musica
ToxicWap
iTunes
Look & Listen
Nokia Music Store
Q35 Coolest Radio Station
20.89
13.51
11.93
11.90
10.42
All Groups
(%)
21.23
15.40
8.65
8.28
5.64
1
2
3
4
5
5FM
Metro FM
YFM
94.7 Highveld Stereo
Ukhozi FM
1
2
3
4
5
Q36 Coolest Magazine
Top Gear
Car
YOU
Speed & Sound
Move
Male (%)
15.80
10.10
9.95
6.66
6.57
1
Q36 Coolest Magazine
YOU
Female (%)
12.16
1.
2.
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
2
3
4
5
Drum
True Love
Seventeen
Move
Q37 Coolest Breakfast Cereal
1
2
3
4
5
Kellogg's Coco Pops
Kellogg's Corn Flakes
Jungle Oats
Nestlé Milo
Weet-bix
Q38 Coolest International Celebrity
1
2
3
4
5
Lil Wayne
Nicki Minaj
Drake
Adele
Chris Brown
Q39 Coolest Local Celebrity
1
2
3
4
5
Trevor Noah
Zahara
Big Nuz
DJ Cleo
AKA
Q40 Coolest Grocery Store
1
2
3
4
5
Pick n Pay
Woolworths Food
Checkers
Spar
Shoprite
Q41 Coolest Dairy Drink
1
2
3
4
5
Yogi Sip
UltraMel Custard
Nestlé Milo
Inkomazi
Nestlé Nesquick
Q42 Coolest Fast Food Place
1
2
KFC
McDonald's
1.
2.
8.76
8.68
8.18
7.70
All Groups
(%)
13.67
12.17
10.47
9.49
8.36
All Groups
(%)
10.60
9.07
7.17
6.73
6.04
All Groups
(%)
11.52
9.29
9.15
7.68
6.86
All Groups
(%)
25.87
19.19
12.62
12.01
8.00
All Groups
(%)
21.64
15.46
13.59
8.97
8.28
All Groups
(%)
18.09
17.66
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
3
4
5
Debonairs
Steers
Nando's
Q43 Coolest Eat Out Place
1
2
3
4
5
Spur
Steers
Nando's
Wimpy
Mugg & Bean
Q44 Coolest Energy Product
1
2
3
4
5
Red Bull
Energade
Monster Energy Drink
Powerade
Bar One
Q45 Coolest Snack
1
2
3
4
5
Doritos
Simba Chips
Lay's
Niknaks
Fritos
Q46 Coolest Cold Drink
1
2
3
4
5
Coca-Cola
Appletiser
Fanta
Iron Brew
Liqui-Fruit
Q47 Coolest Universities or College
1
2
3
4
5
University of Cape Town (UCT)
University of Johannesburg (UJ)
University of Witwatersrand (Wits)
Stellenbosch University
Rhodes University (RU)
Q48 Coolest Sweet
1
2
3
Pin Pop
Jelly Tots
Astros
1.
2.
14.35
10.79
9.62
All Groups
(%)
19.42
11.99
10.90
10.01
9.37
All Groups
(%)
21.02
12.11
11.69
9.65
9.47
All Groups
(%)
26.42
19.66
14.71
8.35
8.26
All Groups
(%)
19.11
10.15
8.73
8.33
7.27
All Groups
(%)
18.08
11.24
9.42
7.76
7.58
All Groups
(%)
10.85
7.98
7.38
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
4
5
Smarties
Jelly Babies
Q49 Coolest Chocolate
1
2
3
4
5
Ferrero Rocher
Kit Kat
Bar One
Lunch Bar
PS
1
2
3
4
5
All Groups
(%)
10.67
10.02
8.64
8.47
6.74
Mugg & Bean
Wimpy
McDonald's McCafé
Nescafé
News Café
All Groups
(%)
22.86
17.12
16.44
12.80
8.64
Q51 Coolest Animated Brand or
Entertainment Character
All Groups
(%)
Q50 Coolest Coffee Shop
1
2
3
4
5
6.63
6.52
SpongeBob
Smurfs
Hello Kitty
Ben 10
Spiderman
Q52 Coolest Yoghurt
15.39
10.18
9.28
8.76
6.05
All Groups
(%)
20.72
18.63
13.10
11.91
9.68
1
2
3
4
5
NutriDay
Parmalat
Woolworths Yoghurt
Danone
Pick n Pay Yoghurt
1
2
3
4
5
Q53 Coolest Fragrance
Hugo Boss
Guess
Dolce & Gabana (D&G)
Calvin Klein
Lacoste
Male (%)
16.45
15.26
10.24
9.92
9.63
1
2
3
4
5
Q53 Coolest Fragrance
Guess
Dolce & Gabana (D&G)
DKNY
Chanel
Gucci
Female (%)
18.80
15.17
12.03
11.24
9.19
1.
2.
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
Q54 Coolest Male Deodorant
1
2
3
4
5
AXE
Playboy
Hugo Boss
adidas
English Blazer
All Groups
(%)
16.94
16.62
12.20
10.16
7.80
1
2
3
4
5
Playgirl
Pink Happiness
Hoity Toity
Dove
adidas
All Groups
(%)
11.87
11.67
9.24
8.06
8.03
1
2
3
4
5
Q57 Coolest Feminine Hygiene Product
Always
Kotex
Li-Lets
Lifestyle
Stayfree
Female (%)
26.45
22.26
11.85
10.15
8.82
Q55 Coolest Female Deodorant
Avon
Yardley
Revlon
L'Oreal
Pond's
All Groups
(%)
18.79
9.16
8.88
8.47
7.85
Q60 Coolest Social Networking Site &
Website
All Groups
(%)
Q59 Coolest Make-Up Brand
1
2
3
4
5
1
2
3
4
5
Facebook
MXit
Google +
WhatsApp
Twitter
Q61 Coolest Soap Bar
1
2
3
4
5
Lux
Protex
Dettol
Dove
Nivea
1.
2.
28.08
16.58
9.76
8.20
6.79
All Groups
(%)
15.84
15.71
15.22
12.32
8.38
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
Q62 Coolest Hair Care Product
1
2
3
4
5
Dark & Lovely
Sunsilk
TRESemme
Sof 'n' Free
Head & Shoulders
Q64 Coolest Cell Phone Application
1
2
3
4
5
Facebook
Blackberry Messenger (BBM)
MXit
Google
WhatsApp
Q65 Coolest Local Sportsman
1
2
3
4
5
Siphiwe Tshabalala
Itumeleng Khune
Bryan Habana
AB de Villiers
John Smit
Q66 Coolest Local DJ (radio or club)
1
2
3
4
5
Black Coffee
DJ Fresh
DJ Kent
DJ Cleo
DJ Clock
Q67 Coolest Local Sportswoman
1
2
3
4
5
Natalie du Toit
Caster Semenya
Roxy Louw
Amanda Dlamini
Penny Heyns
1.
2.
All Groups
(%)
20.13
19.44
14.85
8.79
7.38
All Groups
(%)
19.77
13.14
10.73
8.92
7.46
All Groups
(%)
12.18
10.67
9.42
9.34
8.76
All Groups
(%)
21.48
18.76
14.92
11.54
8.14
Trevor Noah
Leon Schuster
DJ Sbu
Menzi Ngubane (Sibusiso, Generations)
Zola
All Groups
(%)
19.59
12.56
11.97
9.67
6.41
Q69 Coolest Local Female Screen Star
All Groups
Q68 Coolest Local Male Screen Star
1
2
3
4
5
All Groups
(%)
16.33
10.78
8.31
7.59
7.54
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
(%)
1
2
3
4
5
Charlize Theron
Sophie Ndaba (Queen, Generations)
Minnie Dlamini
Diaan Lawrenson (Paula, 7de Laan)
Terry Pheto
Q70 Coolest Local Music Star (brand or
person)
1
2
3
4
5
Liquideep
AKA
Zahara
DJ Cleo
Big Nuz
Q71 Biggest Local Newsmaker
(socialites, politicians)
1
2
3
4
5
Julius Malema
Jacob Zuma
Kenny Kunene
Helen Zille
Jub-Jub
Q72 Coolest Local Comedian
1
2
3
4
5
Trevor Noah
Leon Schuster
David Kau
Loyiso Gola
Barry Hilton
Q73 Coolest Skincare Product
1
2
3
4
5
Avon
Nivea
Lux
Pond's
Dove
10.33
9.65
8.56
8.16
7.72
All Groups
(%)
9.23
8.46
8.37
8.23
8.01
All Groups
(%)
20.17
16.74
11.58
8.41
7.46
All Groups
(%)
29.14
19.41
10.99
9.71
4.89
All Groups
(%)
15.25
11.21
8.01
7.92
7.42
*
Sunday Times dishes out the 411 on da kewlest brnds n twn, dawg! = Sunday Times
dishes out the information
on the coolest brands in town, dude!
**
Wot yung peeps tink bout brands 2day cn hlp make dem da shiz niz 2moro. = What
the youth think about
brands today can help make them cool tomorrow.
1.
2.
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.
-ENDSFor media queries, please contact:
Contact:
Telephone:
Email:
1.
2.
Zeenat Ebrahim, PR Account Executive
021 467 1115
zeenat.ebrahim@ogilvy.co.za
The opinions of 6.060 young urban South Africans (aged 8 to 22) were polled to establish which brands
are the ‘Coolest of the Cool’ in 2012 across 72 different categories.
Eastern Cape, Free State, Gauteng, KwaZulu-Natal, Limpopo, North West and Western Cape.