Nike was awarded as the Uber Cool Overall Brand
, followed by Samsung and adidas in second and third place respectively. Nike was also awarded as the Coolest Shoe/Footwear Brand
, and the one with the Coolest Brand Slogan
– Just Do It.
Now in its 14th
year, the Sunday Times Generation Next Youth
survey, in association with HDI Youth Marketeers, polls more than 12 000 youths from around the country, across more than 70 categories.
Reardon Sanderson, GM group sales and marketing at Tiso Blackstar, says, "The Sunday Times Generation Next
survey is a great insight into how the youth perceive and attribute value to brands in a highly competitive market."
"It’s always important for brands to understand how a very switched-on youth segment makes decisions, as they’ll soon be the income earners of tomorrow," adds Sanderson.
"The results can have a strong impact on the tactics, and longer-term marketing strategies that brands put in place, and the Sunday Times
recognises the very important role this survey plays for advertisers," Sanderson says.
Bongani Chinkanda, CEO of HDI Youth Marketeers, says the Internet and social media are having an increasing impact on South Africa’s youth and the choices they make as consumers.
"In the past 60 seconds, 500 hours of video content have been uploaded on Youtube, 3.3 million Facebook posts have gone up, 29 million Whatsapp messages have been exchanged and a total of 3.8 million Google searches made," says Chinkanda.
"This shows how digital has taken over in the past 14 years. With Google and Facebook being the biggest digital media platforms in the world, it shows the importance of brands going digital and being intentional when reaching youth," Chinkanda adds.
Nike, Samsung, adidas, Trace Urban, Top Gear, Whatsapp and Nivea were the only brands to achieve Coolest brand
status in two or more categories of the survey.
Fifteen of the 74 categories surveyed saw new category winners from those in 2017. According to Sunday Times Generation Next
, brands that continued to land favourably with South Africa’s youth, and hold on to the Coolest
top spot in their respective categories, included:
- Mr Price
- Nestlé Hot Chocolate
- Protea Hotels
- Mercedes Benz
- Sun City
- Trace Urban
- Cartoon Network
- Pick ‘n Pay
- Top Gear
- Red Bull Energy Drink
- Mugg & Bean
- Tom & Jerry
- Daily Sun
- Dark & Lovely
- University of Cape Town,
- Rosebank College, and
The Sunday Times
continues its run as the Coolest Weekly Newspaper
. One new category was included in the 2018 survey, where Toys R Us came out as the Coolest Toy Store
In the celebrity and entertainment categories, Kaizer Chiefs and Bafana Bafana soccer player Siphiwe Tshabalala came out as the Coolest Local Sportsperson
and the SABC's Uzalo
were named as the Coolest Radio Station
and Coolest TV Soap
Black Coffee was once again named as the Coolest Local DJ
, and Trevor Noah remains Coolest Local Male Celebrity
and the Coolest Local TV Star
. Babes Wodumo was named Coolest Local Female Celebrity
for the second year running.
Nasty C, who also performed at the Awards
, was named Coolest Local Music Star
The polling results and analyses across all categories will be published in a supplement accompanying the Sunday Times
edition of Sunday, 17 June.
Headline partners for the 2018 Sunday Times Generation Next
include Nedbank, Brand South Africa and Kotex.
For more information, visit www.sundaytimesgennext.co.za
. You can also follow Sunday Times Generation Next
or on Twitter