Superbrands 2004 - Brand Autopsy

A SPECIAL REPORT 

nD 

Bra s 

r su u pEr pE 

BranDs Featuring: AMERICA’S TOP 2000 BRANDS 

JUNE 21, 2004 

www.brandweek.com JUNE 23, 2003 00

TABLE OF CONTENTS 

4 EDITOR’S NOTE By Karen Benezra 

FEATURE 

6 THE MERCENARY CMO By Todd Wasserman 

Marketers in demand: They make a splash—and then make a leap—from brand to brand. 

Do Super CMOs do more harm than good? Plus: How the CMO title itself became a star. 

CATEGORIES 

20 APPAREL 

By Sandra O’Loughlin 

21 APPLIANCES 

By Karl Greenberg 

22 AUTOMOBILES 


26 BEER, WINE & 

LIQUOR By Mike Beirne 

& Kenneth Hein 

30 BEVERAGES 

By Kenneth Hein 

32 COMPUTERS 

By Scott Van Camp 

33 CONSUMER 

ELECTRONICS 


34 COSMETICS/ 

FRAGRANCES 

By Christine Bittar 

36 CREDIT CARDS 

By Hilary Cassidy 

38 ENTERTAINMENT 

By Becky Ebenkamp 

42 FAST FOOD 


43 FINANCIAL SERVICES 

By Todd Wasserman 

44 FOOD 

By Sonia Reyes 

30 

38 

America’s Top 2000 Brands ... Page 70 

Superbrands 

50 FOOTWEAR 


52 HEALTH & BEAUTY 


56 HOUSEHOLD 


58 PETROL 


60 PHARMACEUTICAL/ 

OVER THE COUNTER 


61 PHARMACEUTICAL/ 

PRESCRIPTION 


62 RETAIL 


& Barry Janoff 

64 TELECOM 


65 TOBACCO 

By Mike Beirne 

66 TOYS 


67 TRAVEL 


69 WORLD WIDE WEB 

By Catharine P. Taylor 

www.brandweek.com JUNE 21, 2004 S3 

22 

58 

6

Superbrands EDITOR’S NOTE 

Heeding the Cry: Quick, Get 

Me Super Man (or Woman) 

First came the supermarket, then the supermodel, and thanks 

to Brandweek, the Superbrand. Now say hello to another outsize 

player, the Super CMO. It was bound to happen, of course, 

in a world where egos have grown alongside paychecks and companies 

are seeking extra wattage to win attention, be it from star 

personalities (Donald Trump for Visa) or long-term alliances (Nextel’s 

$40 million annual pledge to Nascar over the next decade). 

For those companies who’ve spent years looking for a savior— 

no, not the type Mel Gibson delivered at theaters this spring— 

we present the first class of “super marketers,” 

which we’ve defined as top executives who made 

their mark at three separate brands in more than 

one industry. Industry hopping aside, Todd 

Wasserman’s story of this elite class (beginning 

on page S6) offers a dossier of some of the better-known 

players, and more notable campaigns 

and ploys that have remade 

entire businesses. 

Arguably, the CMO job is 

harder today, too: marketing has 

grown more costly and complex, and is 

becoming even more so as key audiences flee 

primetime network television for cable, 

videogames and Web surfing. Finding the 

right person who can mesh with the CEO and 

has the chops to lead a brand organization is 

a given. But what’s better, a consensus builder 

who can direct strategy, a customer-focused 

thinker who can align partners, or a creative 

maverick who’ll have rivals cursing your commercial 

genius? You decide. 

Once aboard, just how a CMO decides to spend a marketing 

budget is another matter. Saying they didn’t want to pay huge costper-thousand 

increases, automakers were adamant earlier this year 

about finding alternatives to the broadcast networks. And yet, 

media sellers participating in this month’s upfront market for fall 

ad sales report growth from autos, financial services and telecommunications 

firms offsetting declines in packaged goods. 

As for telecom, the rush to wireless gadgets keeps fueling a multitude 

of expensive campaigns. In 2003, six wireless firms crashed 

the ranks of big media spenders on our Top 2000 list, led by Verizon 

Wireless ($841.5 million) for the second year in a row. Pharmaceutical 

marketers weren’t far behind with category spending 

up 24% to $3.23 billion, as competition between over-the-counter 

and prescription drugs intensified. Other issues covered in the 

essays on the following pages include the parade of carb-related 

food items, more consolidation at retail, brands getting “embedded” 

in entertainment properties and higher-end products being 

purchased by folks who aren’t regarded as part of the luxury crowd. 

Driving the latter trend, say experts, is an interesting phenomenon. 

Consumers who are worried about world events and 

their own personal safety are more focused on their overall wellbeing 

and willing to pamper themselves with higher quality products 

and experiences. So, a golf fanatic earning $50,000 a year 

might have a $3,000 set of clubs and a vacation 

itinerary that includes a round at Pebble 

Beach, Calif. 

If it wasn’t a long time coming already, 

2003 also marked the year that mainstream 

companies finally began targeting the Latino 

market in earnest. Major brands got into the 

act with new products in beauty aisles (Pantene 

Pro V, L’Oréal’s Vive lines), while Hershey 

struck a wide-ranging endorsement deal 

with songstress Thalia Sodi for a new line of 

Makeover boom: ABC Family movie 

candies. Indeed, total media spending on Lati- 

promos carry cues from Sears. no TV networks hit a record $68.8 million in 

2003, according to Nielsen estimates, or more 

than twice the amount spent on outdoor ads, and roughly on par 

with magazines and radio outlays combined. Look for more creative 

spending options in the year ahead. 

But back to our first point, for a moment. Lest we think that 

all things super are better, it’s worth noting that the “super-sized” 

options at McDonald’s are being discontinued as the fast food 

giant staves off critics on obesity claims and portion control. Talk 

about a super idea. —Karen Benezra 

Note of Credit: 

Superbrands is an annual publication conceived and developed by the staff of Brandweek magazine. 

Editor: Karen Benezra Executive editor: Barry Janoff Project director: Chuck Stogel Senior features editor: Michael 

Applebaum News editor: Todd Wasserman West Coast Bureau Chief: Becky Ebenkamp Senior editors: Jim Edwards 

Kenneth Hein, Scott Van Camp Senior reporter: Mike Beirne (Chicago), Reporters: Christine Bittar, Karl Greenberg, Sandra 

O’Loughlin, Sonia Reyes Editorial contributors: Hilary Cassidy, Catharine P. Taylor Art director: Kevin Begovich 

Photo editor: Debbie Cohn-Orbach Senior researcher: Jim English Copy editor: Ian Blair Production mgrs: Adeline Cippoletti, 

Elise Echevarrieta Ass’t production mgrs: Noah Klein, Craig Russell, Cindee Weiss Production assistant: Michelle De Roche 

Production coordinator: Eileen Cotto Editor-in-chief: Sid Holt Publisher: Charlotte Erwin 

S4 JUNE 21, 2004 

www.brandweek.com


THE 

MERCENAR Y 

First 

(a.k.a. ‘SUPER’) 

CMO CMOBy 

Todd Wasserman Illustration by Peter Hoey 

Call them mercenary, or Super, CMOs. They parachute in from company 

to company, from industry to industry, firing and hiring ad agencies 

and staff. They make noise. They launch memorable ad campaigns. 

Some become brands in and of themselves. 

In the marketing world, this is a relatively new phenomenon, spawning a small, 

elite class. Though there are thousands of companies in the U.S. and even more 

brands, there are only a handful of CMOs who fit that description. 

The short list, based on those who have been a top marketer at three major 

brands and in more than one industry, would include the likes of John Costello, 

who introduced the previously unknown “Softer Side of Sears,” then briefly went 

to Yahoo! and is now running marketing at The Home Depot; Jim Garrity, who 

spent 20 years at IBM before taking over marketing at Compaq and then First 

Union, which became Wachovia; Steve Wilhite, who was behind the 1998 reintroduction 

of the Volkswagen Beetle, then went to Apple to help launch its iMac 

before decamping to run marketing for Nissan; Janine Bousquette, who’s known 

for reinvigorating Mountain Dew and Pepsi’s flagship brand before jumping 


CEOs became celebrities. 

Then, top marketers followed 

suit. Is the culture of the star 

CMO good for business—or do 

they ride in, make a splash and 

leave a mess in their wake? 

www.brandweek.com

www.brandweek.com 

JUNE 21, 2004 S7


over to eToys and landing at Costello’s old 

spot at Sears; Jerry Gramaglia, whose 

resume includes top marketing jobs at Taco 

Bell, Sprint and E*Trade; Russ Klein, currently 

CMO at Burger King, who also ran 

marketing at 7-Eleven and, before that, 

7 Up. Finally, there’s Joe Tripodi, who was 

CMO at MasterCard, then Seagram & 

Sons before overseeing marketing at Bank 

of New York and now Allstate. 

The archetype of the Super CMO is Sergio 

Zyman, the so-called “Aya-cola” of 

Coca-Cola fame. Zyman, who joined Coke 

in 1979, had a brilliant start, bowing both 

Diet Coke and the “Coke is It” campaign 

in 1982. But he also midwifed New Coke 

in 1985 and, after that fiasco, left the company 

to work as a consultant at Microsoft, 

Miller Brewing, General Mills and 

McDonald’s. Zyman came back to Coke in 

the ’90s, but left again in 1998 and now 

runs the Zyman Group, which consults for 

various companies, most notably ConAgra. 

Prior to the ’90s it was unusual for 

marketers, even the top ones, to move 

around much in their careers. Spencer 

Stuart, the Chicago-based recruitment 

firm, reported that since 1999 more than 

60% of its marketing candidates were 

placed into a different industry than their 

former position. That’s a big jump over 

1994-98, when only 38% of marketing 

execs transitioned to other industries. 

In the past decade there was a convergence 

of trends that formed the super 

CMO. Press attention, for one, including 

the likes of Brandweek. A similar phenomenon 

happened on a grander scale with 

CEOs. By the ’90s, many chief executives 

had hit a Page Six level of notoriety. Not 

surprisingly, their pay skyrocketed and they 

caromed from firm to firm. At the same 

time, after Marlboro Friday, Wall Street 

became sold on the value of brands and 

marketing moved to center stage. Still one 

more trend was the rise of the title of chief 

marketing officer itself (see sidebar, page 12). 

But has the cult of the star CMO been 

good for business, or do these marketers 

just ride in, make a splash—and leave 

behind a mess in their wake? 

A recent report by Spencer Stuart 


“The real challenge is consistency. 

It can be a risk when 

people move from brand to 

brand.” John Costello, speaking at 

The Economist’s Marketing Roundtable 

Monkey biz: Klein’s “pouch” spot for Burger King 

(top); Gramaglia bowed E*Trade’s pitch chimp. 

charged that new CMOs often “[send] the 

current advertising agency into an unproductive 

frenzy when they . . . immediately 

question their predecessor’s strategy.” 

Moreover, they can “demoralize the more 

junior marketing professionals on the team” 

when they come on board, the report said. 

The report found only 14% of CMOs 

“for the world’s top [100] brands” have 

been at their companies for more than 

three years. The chief reason for the 

turnover was that CEOs (who have a much 

longer average tenure) 

often do not share high 

expectations for marketing. 

“And when there is 

the added pressure from 

shareholders, the media 

and board of directors 

for nearly instantaneous 

results, the differences in 

expectations can cause 

major strife within the organization.” 

Many observers also question the pre- 

Enron orthodoxy that superstars needed to 

be promoted and cultivated at the expense 

of other employees. “What makes a star anyway?” 

asked Al Ries, of Ries & Ries, Atlanta. 

“It’s pr, publicity . . . Maybe they’re out promoting 

themselves instead of the company.” 

In each case of the mercenary CMO, 

the marketers, perhaps unfairly, become 

known for doing one thing particularly 

well. Like a brand known for a certain product 

or positioning, they are often defined 

by those narrow confines. 

John Costello: 

The Ladies’ Man 

John Costello is a prime example. A veteran 

of Procter & Gamble (where he 

worked on Crest’s first Hispanic TV ads) 

and Pepsi, Costello joined Sears as 

evp/gm of the retailer’s marketing unit 

in 1993, replacing Matthew Howard, a 31year 

Sears veteran. About six months after 

joining Sears, Costello rolled an ad blitz 

announcing “The softer side of Sears.” 

The effort is remembered as one of the 

top campaigns of the ’90s, but it may have 

done more harm than good. “It was an 

extremely successful campaign. It 

brought in women,” said Kurt Barnard, 

editor of the Upper Montclair, N.J.-based 

Barnard’s Retail Report. “The problem was, 

they were terribly disappointed.” The 

retailer’s apparel just didn’t live up to the 

hype, Barnard said. “Sears got a reputation 

as America’s dowdiest store. It drove 

[women] away in droves.” 

Barnard is quick to add that Costello 

had nothing to do with Sears’ apparel and 

that he considers him a brilliant marketer. 

Yet in that instance, brilliant marketing 

backfired. Who was to blame? 

Harry Bernard, a partner at Colton 

Bernard, a San Francisco-based apparel 

consultancy, said neither Costello nor 

then-CEO Arthur Martinez nor even 

Robert Mettler, the man who headed 

Sears’ apparel business at the time of 

the “Softer Side” campaign, are 

culpable. (Mettler is now running West 

Coast operations for Federated and 

declined comment.) 

“Martinez came in, it became apparent 

he was going to have to fight and the 

old culture won,” said Bernard. “They 

have not found it easy or affordable in 

their terms to really develop a serious fashion 

apparel business. The bottom line is 

I don’t think they believed in it and 

understood what had to be done.” 

The issue continues. After considering 

abandoning apparel in 2001, Sears is having 

another go of it with new-format stores. 

In the mid-’90s, with Sears on the comeback 

trail, Costello became a hot property. 

“One thing Sears had in the wake of its 

first turnaround was a rich field of experienced 

executives, and the headhunters 

knew what they had done and where they 

were,” wrote Martinez in his book, The 

Hard Road to the Softer Side. But in the grand 

scheme, Sears’ comeback didn’t last. “Sears 

at the time was at the forefront of the 

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decline of the department store,” said 

Barnard. “Nobody could have stopped it.” 

After Sears, Costello went on to Republic, 

home of AutoNation, and later became 

CMO of Yahoo! Now he’s evp-merchandise 

and marketing at Home Depot, 

where, as at Sears, he has focused on bringing 

women into the stores 

with how-to clinics and 

sponsorships of TV shows 

like Trading Spaces and While 

You Were Out, as well as a holiday 

catalog. “They have 

done a better job in attracting 

women,” said Walter 

Loeb, president of Loeb 

Associates, a New Yorkbased 

retail consultancy. 

“There’s more decor, more neatness, but 

it’s still an uphill struggle.” Home Depot 

rival Lowe’s is better at attracting women 

to its stores, he added, though the comparison 

is not completely fair, since Lowe’s 

has a different format that relies more on 

consumers than contractors. 

Janine Bousquette: 

The Straightwoman 

Janine Bousquette inherited Costello’s old 

job at Sears, signing on as CMO for the 

retailer in October 2002. Bousquette got her 

start at cosmetics firm Noxell, which was 

bought by Procter & Gamble in 1989 and 

switched to its Max Factor brand in 1991. 

She later surfaced at Pepsi, rising through 

the ranks with current CMO Dave Burwick 

and Dawn Hudson, now president. 

At Pepsi, Bousquette’s greatest success 

was Mountain Dew, whose volume grew 

from 455 million cases in 1994 to 665 million 

in 1998, when she left for eToys. In the 

1960s, Mountain Dew was a hillbilly 

brand. TV ads showed rowdy cartoon 

characters in some dogpatch mouthing the 

tagline: “Yahoo Mountain Dew.” In the 

’70s and ’80s, the brand’s ads featured 

Rocky Mountain High settings and 

Mountain Dew built a following among 

teens and young adults. The breakthrough 

came in 1993, when Diet Mountain Dew’s 

“Been there, done that” campaign featur- 

The Marketing of ‘Chief Marketing Officer’ 

When Kraft appointed Paula Sneed as its chief marketing officer in 1999, George Lazarus, the 

Chicago Tribune’s marketing columnist, mused that it may have become fashionable to hire 

such a person so the CEO can brag, “We’ve got one, too” at the next cocktail party. 

Lazarus’ implication was that the CMO title had become a fad. The appellation, however, had been 

around for awhile, though seldom used before the ’90s. The term “chief marketing officer” was evoked 

28 times in The New York Times prior to 1986. The first mention, of someone named E.E. Wall’s promotion 

to the title for the California Oil Co., came in 1957. The first high-profile CMO was Paul Schrage at 

McDonald’s, who was listed as evp-marketing in 1970, but by 1981 was called chief marketing officer. 

Schrage, who is retired and splits his time between Scottsdale, Ariz., and Chicago these days, recalled 

that during the 1984 Olympics, then-baseball commissioner Peter Ueberroth remarked that he’d never 

heard of a title like CMO before. “That kind of set me back,” said Schrage. “I started to pay attention to 

annual reports [from other companies] and I didn’t see it anywhere.” Schrage said an upper echelon exec 

bestowed the title on him. “I didn’t come up with it. One of our senior managers or the CEO did.” He speculated 

the moniker was a sort of payback for his increasing responsibilities. “We went international in the 

late ’60s and I was there and I did the U.S. and as we expanded, I did the other stuff, too. I think [the title] 

was just out of recognition that, ‘We’ve got to do something for the guy.’” Though a few others, like Whirlpool, 

followed suit with their own CMOs, the designation didn’t really take off until the latter part of the ’90s. 

Al Ries, of Ries & Ries, Atlanta, said that the decline of one-stop ad shops hastened the rise of the 

title. When a marketing chief had to deal with separate agencies for creative, media buying and promotions, 

among other things, it became necessary to give him or her a more highfalutin title. “It used to be 

marketing manager, sometimes vp-marketing, but the addition of the word ‘chief’ makes a big difference,” 

he said. Whatever the reason, the CMO is now ubiquitous, but its staying power may be in doubt. Kraft, 

for instance, declined to name a new CMO after the company promoted Sneed in 2002. Perhaps the 

cocktail party circuit had wound down by then. —T.W. 


“In my experience, there are 

two types of CMOs: those who 

know how to make money 

and those who know how to 

spend it.” Jerry Gramaglia 

ing the Dew Dudes, brought the whole 

brand, which eventually co-opted the 

tagline, more mainstream success. 

Throughout the ’90s, Pepsi sought to 

connect with Gen X consumers by aligning 

Dew with extreme sports. In 1996, with 

the Internet still in its infancy, Bousquette 

launched a Web site for the 

brand and, years before 

mobile marketing campaigns 

became commonplace, offered 

500,000 beepers with 

free airtime for six months. 

Pepsi used the beepers to 

broadcast various contests. 

Bousquette’s penchant 

for technology-aided marketing 

solutions (and no doubt the 

lure of a flood of IPO cash) prompted her 

to join eToys as svp-marketing. In the 1999 

holiday season, as flip dot-com ads flooded 

the airwaves, eToys took a more levelheaded 

approach. In one notable ad, a 

mother finds her tot interested in fish, so 

she types “fish” onto eToys’ site’s search 

engine and dozens of toys pop up. “This 

is about creating a lasting bond with parents 

instead of a sharp poke in the eye,” 

said Bousquette at the time. (She declined 

comment for this article.) 

The eToys ads were well-received, and 

the upstart sold more toys that holiday season 

than Toys “R” Us could online. Of 

course, the dot-com would also flame 

out spectacularly. By January 2001, 

eToys had fired most of its staff and 

was eventually bought by KB Toys, 

which is now itself in bankruptcy. 

Bousquette resisted goofy ads for 

eToys and has shown the same 

restraint at Sears so far. Since joining, 

she has changed the retailer’s tagline 

to “Sears. Good life. Great price,” an 

echo of a tagline a few years prior, 

“Good life at a great price.” Initial 

ads, via Young & Rubicam and 

Ogilvy & Mather, both Chicago, 

ditched the humor of previous ads in 

favor of emphasizing products. Perhaps 

more significantly, Bousquette 

is once again tinkering with the traditional 

marketing format, this time 

by testing the entertainment integration 

waters. In December, Sears 

began sponsoring ABC’s Extreme 

Makeover: Home Edition and has since 

signed on to run eight minutes of 

interstitials for ABC Family’s Friday 

night movie for the next year. It also 

hired NMA, the Los Angeles product 

placement firm, to oversee its entertainment 

tie-ins. 


Jerry Gramaglia: Robert Houser


Jerry Gramaglia: 

The Sportsman 

While Bousquette managed to resist the 

lure of “look at me” dot-com advertising, 

Jerry Gramaglia built his career on advertising 

that was hard to ignore, especially 

with E*Trade. 

Gramaglia came to E*Trade in June 

1998 after spending much of the decade 

as head of marketing for Hardee’s, Taco 

Bell and Sprint. At Taco Bell, Gramaglia 

once set up a one-on-one basketball match 

between Shaquille O’Neal and Hakeem 

Olajuwon in Las Vegas. He showed a similar 

flair for big-bang events with E*Trade. 

In particular, Gramaglia targeted the 

Super Bowl. E*Trade sponsored the halftime 

show (pre-Janet Jackson) three years 

in a row and ran ads during the game featuring 

a chimp, the E*Trade mascot. 

The strategy worked in one respect: 

E*Trade became one of the top online brokers. 

But after the dot-com bust, the 

brand’s Super Bowl monkeyshines linked 

it in some minds to the frothy likes of 

Pets.com. As online stock trading cratered, 

E*Trade moved into boring-yet-stable businesses 

like home mortgages and insurance. 

In 2003, Pamela Kramer, who succeeded 

Gramaglia as top marketer at the broker, 

called for a more button-down approach. 

“When online was hot, the message was the 

right message,” she said of Gramaglia’s 

approach. “We’re trying to match the message 

to where we are at the time.” 

Jaime Punishill, principal analyst with 

Forrester Research, Cambridge, Mass., said 

E*Trade’s big mission now is to appeal to 

an older investor. “They had wide appeal 

to emerging investors, but they’re having 

trouble getting entrenched investors to 

hand over their money.” 

Gramaglia, now at ArrowPath Venture 

Capital, Menlo Park, Calif., said he delivered 

results, something on which CMOs 

should be judged. “In my experience there 

are two types of CMOs: those who know 

how to make money and those who know 

how to spend it,” he said. Indeed, Punishill 

CMOs Gone Wild: Some More Switchers 

Super CMOs aren’t the only marketers to have made a big splash. 

The following have held top marketing slots at two big brands. 

NAME MADE THEIR MARK AT . . . WENT TO . . . 

Bill 

McDonald 

Cammie 

Dunaway 

Randy 

Gier 

Brad 

Ball 

John 

Cywinski 

Jody 

Bilney 

Becky 

Saeger 

Geoffrey 

Frost 

Jerri 

DeVard 

Michael 

Sievert 


Boston Market, with a Calvin Klein parody ad for 

Extreme Carver line telling the waifs to “eat something!” 

Frito-Lay, where she targeted ads via the Internet 

instead of TV, which proved better at reaching teens. 

Pizza Hut, where he introduced Twisted Crust 

pizza with a $70M TV campaign. 

McDonald’s, thanks to 1980s’ ads with a moon 

singing “Mac Tonight,” to the tune of “Mac the Knife.” 

Burger King, where he beat out McD’s for rights 

to Disney’s The Lion King. 

Verizon, at which she oversaw the telco’s early 

days after it was rechristened. 

Visa, where she targeted “real NFL fans,” and drew 

closer ties with the league. 

Nike, where he shifted the ad focus to products 

after a backlash over the company’s brash tactics. 

Citigroup, at which she oversaw the company’s 

e-Consumer line of business. 

E*Trade, where he teamed with Kellogg to get its 

name out to bleary-eyed traders at breakfast. 

Bank One 

Yahoo! 

Cadbury 

Schweppes 

Warner Bros. 

Applebee’s 

Charles 

Schwab 

Charles 

Schwab 

Motorola 

Verizon 

AT&T Wireless 

noted that although E*Trade was “certainly 

sassy” in Gramaglia’s time, the firm was 

no more profligate than rivals like Charles 

Schwab and Ameritrade. E*Trade’s ads 

were more memorable than those rivals, 

though, complicating efforts to redefine the 

brand. One ad, which ran in 2000, was voted 

the No. 4 most memorable Super Bowl 

ad of all time in a 2001 USA Today/CBS poll. 

Jim Garrity: 

The Explainer 

As Gramaglia knows, marketers from 

industries like technology and financial 

services have to simplify their messaging 

for the layman, and some do it better than 

others. Jim Garrity is one such standout. 

Garrity came from the tech side, putting 

in 24 years at pre-Lou Gerstner IBM before 

landing at Compaq in 1992. At the time 

Compaq did little consumer advertising 

and had a reputation for well-designed, 

high-priced PCs. But Dell and Gateway 

were flooding the market with cheaper 

units, putting price pressure on everyone. 

Garrity ran advertising for the firm as 

it cut prices and went full bore for the 

mass market. The first of many such 

efforts lampooned the techno-babble that 

often confronted new PC purchasers. The 

ad was set in a classroom where adults 

tried to master the jargon, repeating, 

“Megabytes, Gigabytes,” and finally, 

“Wysiwyg.” The wave of Compaq ads 

during Garrity’s tenure there prominently 

featured women. Garrity also got 

Compaq to drastically up its ad budget. 

The spend more than doubled in his first 

year at the firm (1993) and continued to 

climb. Compaq would eventually be 

bought by Hewlett-Packard in 2002. 

Though First Union was a smaller 

company in a different industry, there 

were some parallels to Compaq where 

Garrity landed in 1997. First Union was 

committed to boosting its ad spending 

and was looking for a simple, coherent 

message. Early on, Garrity found a way 

to make the somewhat arcane world of 

financial services palatable to the masses: 

by evoking the common denominator, 

money. His first ads with the firm featured 

historic and modern currencies to 

explain First Union’s various services. 

In 2002, First Union merged with 

Wachovia and Garrity emerged as the 

lead marketer at the new company. Ensuing 

Wachovia ads again sought to simplify, 

this time using metaphors. One of 

the first spots showed a couple in formal 

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attire rowing a mahogany canoe to shore. 

“What can a canoe teach us about investment 

banking?” asks a voiceover. 

“Whether you get soaked depends on 

proper balance.” 

Russ Klein: 

The Animator 

Russ Klein, now CMO for Burger King, 

has a similar talent for reducing messages 

to a palatable, entertaining form. In the 

soda world, Klein had found a winning formula: 

animating cans. In a 1990 spot targeting 

teens for Diet 7 Up, Klein, then the 

company’s top marketer, masterminded an 

ad showing a thermometer surging on a 

hot day. The viewer next heard the sound 

of a can opening and the mercury falls. The 

camera zoomed in to a tighter shot of the 

thermometer as the mercury transformed 

into a silver can of Diet 7 Up. 

Klein tapped a strikingly similar idea 

seven years later when he was working on 

the Gatorade account at Foote, Cone & 

Belding. A 1997 ad introducing Gatorade’s 

Frost featured sweat-dripping athletes 

joined by an animated character representing 

heat who claims he “will defeat” 

them. At the end of the ad, the character 

changes to a frosty cool animated icon representing 

Frost, saying, “I chill to please.” 

Klein joined 7-Eleven in September 

2002, but had left by May 2003. At BK, 

Klein has taken the bold step of hiring 

Crispin Porter + Bogusky, a Miami firm 

known for zany ads for Ikea and BMW’s 

Mini Cooper. The relationship has so far 

netted “Submissive Chicken,” an online 

effort where a man in a chicken suit follows 

orders, and offbeat TV ads mimicking 

the British black comedy, The Office. Also 

airing: spots with “Ugoff,” a faux designer 

touting pouches for beef—with a kangaroo. 

Steve Wilhite: 

The Remodeler 

In the early ’90s, when Steve Wilhite was 

the sales manager for Volkswagen of 


“If a company places great 

emphasis on the short-term, 

[a marketer] is going to think 

the same way. It depends on 

the individual.” Steve Wilhite 

America, the company was doing so badly 

that many speculated VW would drop 

out of the U.S. market. The sea change 

occurred after William Young resigned as 

president/CEO in 1993. By the next year, 

thanks to an aggressive 100,000-mile limited 

powertrain warranty, new products 

and price cuts, sales jumped 96%. 

Taking the reins for VW’s ads, Wilhite 

picked Arnold, Boston, in 1995, for a youthfocused 

campaign with the tag, “Drivers 

wanted” and a minimalist look that would 

be emulated by, among others, Apple. Wilhite’s 

brand philosophy was to cultivate 

“attitudinal vehicles.” At Volkswagen, that 

was the New Beetle, an update to the iconic 

model introduced in 1943. 

The ability of one model to lift up a 

whole brand was also evident at Apple, 

which, in a situation uncannily like VW’s, 

rebounded with the first 

major update of the Macintosh, 

the iMac, in 1998. 

Apple, no doubt impressed 

by Wilhite’s star treatment 

of the new VW bug, hired 

him to fill its top marketing 

post, which he held 

until 2001. 

Wilhite then took the 

attitudinal vehicle idea to Nissan, which 

he noted had done a good job launching 

individual vehicles like the Xterra and 

the Maxima, but had yet to create much 

distinction for its overall brand. 

Wilhite joined Nissan as vp-marketing 

in 2002. At the time, Nissan was rebounding 

from a sales slide that almost prompted 

bankruptcy. One of Wilhite’s most visible 

changes was to unify global advertising 

from TBWA\Chiat\Day under the 

broader theme, “Shift,” which was augmented 

from market to market. In Europe, 

for instance, the tagline is “Shift Expectations,” 

while in the U.S., the theme varies 

from “Shift Passion” to “Shift Joy.” 

In all three companies, Wilhite worked 

for a charismatic leader who had a longterm 

vision for the brand. At VW, it was 

Ferdinand Piech; at Apple it was Steve 

Jobs; and now at Nissan, it’s Carlos 

Ghosn. Those who have worked with Wilhite 

say he has the keen ability to translate 

those visions into strategies for various 

global units and sales forces. 

In an interview in April before he left 

to work in Nissan’s Tokyo office, Wilhite 

said CMOs are in effect hired guns that 

reflect the culture of a company. “If a company 

places great emphasis on the shortterm, 

[a marketer] is probably going to 

think the same way,” he said. “But it 

depends on the individual.” 

Not surprisingly, super CMOs like 

Wilhite have a counter-argument to 

qualms about the free-agent system: 

“There’s a higher premium placed on performance. 

In my experience, people don’t 

move unless they’re unhappy or they get 

a better offer . . . People may have felt 

trapped in the past.” 

Wilhite compared the current situation 

to a marriage where both partners are 

aware that they can divorce. Knowing that 

they’re staying because they choose to stay 

makes all the difference, he said. 

Joe Tripodi: 

The General 

Joe Tripodi, svp/CMO of Allstate, uses 

a different metaphor to describe what he 

does at his current position and at previous 

marketing jobs at Bank of New York, 

Seagram and MasterCard. Tripodi likes 

to draw a distinction between the “supply 

station” at headquarters and the “front 

line” where customer reps meet the public. 

While a cursory glance over Tripodi’s 

resume might bring up a highlight reel 

featuring his signing of soccer legend Pele 

at MasterCard, his ushering of Captain 

Morgan to TV at Seagram and a $75-100 

million increase in marketing spending at 

Allstate, Tripodi said the real hallmarks of 

his career have been less noticeable. 

At MasterCard, he helped roll out the 

firm’s first global customer service center, 

which assured that customers who lost 

their cards on vacation could quickly get 

an advance. At Allstate, he has introduced 

new advertising, but he’d rather be 

known for creating an integrated marketing 

communications unit. “One 

Godzilla footprint is better than millions 

of small ones,” he said. 

Such a 360-degree approach is not 

uncommon these days, but Tripodi said 

he’s always put the brand experience 

first before advertising. “A general philosophy 

I’ve carried has been that it needs 

to be about a lot more than just advertising 

. . . the best work is going on in the 

boiler room,” he said. 

Though the marketers previously mentioned 

are hardly one-dimensional, like 

brands, they tend to get pigeonholed. Mention 

Costello to other marketers, and they’re 

likely to bring up “The Softer Side of Sears.” 

Evoke Gramaglia’s name and most think 

of E*Trade’s wacky Super Bowl ads. 

Often, marketers are victims of their best 

successes: Brands hire them to repeat their 

www.brandweek.com

Superbrands METHODOLOGY 

magic and, in a way, the brand becomes 

secondary to the marketer. So, it’s fair to 

ask: Are these the best marketers for a particular 

job, or are they best at marketing 

themselves? Ries noted that marketers who 

manage to get a job at a high-profile company 

get noticed whether they’re good or 

bad—and no matter how long they stay. On 

the other hand, the trademarks that topped 

Interbrand’s top 100 global brands list— 

Coca-Cola, Microsoft, IBM, GE and 

Intel—aren’t associated with a super CMO, 

save for Garrity, who left IBM more than 

a decade ago. 

Jeff Swystun, global director at Interbrand, 

New York, said it’s probably better 

to go with a mediocre marketer who is willing 

to put ample time in at a brand than 

a hotshot who flees after a year. “Rapid 

switching is not good for the brand and 

not good for the company,” he said. “Anyone 

who’s in the role three years or less 

doesn’t have time to absorb the nuances.” 

Greg Welch of Spencer Stuart has a 

solution: contracts. “Can you imagine how 

different it would be if new marketers had 

to sign a 60-month contract?” he asked. 

On a grander scale, an argument 

against star CMOs is an argument against 

stars in general. As Martinez noted in The 

Hard Road to the Softer Side, Young & Rubicam’s 

team came up with the “Softer Side” 

campaign. Costello basically had the sense 

to use the idea, but he did not create it. 

As Ries noted, marketers get a halo effect 

from being around a good team. 

The fact is, individuals rarely create new 

ideas on their own. In the history of philosophy, 

there were only three major 

thinkers who appeared to do just that: 

Taoist metaphysician Wang Ch’ung, Zen 

mystic Bassui Tokusho and Arabic 

philosopher Ibn Khaldun. All the 

others came from various existing schools 

and movements. 

In that sense, a CMO may better be 

considered a manager than a marketer. Creativity 

doesn’t even make the cut among 

Spencer Stuart’s list of key CMO attributes. 

Instead, important traits include 

adaptability, a thick skin and even a history 

of overcoming some type of adversity, 

whether personal or professional. 

Geoffrey Frost, CMO of Motorola and 

formerly of Nike, argues that the X factor 

for a star marketer has more to do with leadership 

than creativity. “Why are some 

groups smarter than their smartest member 

and others dumber than their dumbest?” 

he asked. “You have to be smart enough 

to know the limits of your own intelligence, 

so you can magnetize that talent. It’s basic 

stuff, but it’s hard to do.” B 


A Look Behind the Numbers 

The annual Superbrands report is presented 

in two parts. As in past years, 

marketplace analysis by Brandweek 

reporters and brand rankings in 25 categories 

are based on 2003 sales. The Top 2000 list 

(beginning on page 70) ranks full-year media 

expenditures as tallied by TNS/CMR. 

Consumer perceptions of brands from 

Harris Interactive’s EquiTrend® study 

round out the package. This year’s report 

contains even more comprehensive diagnostic 

results for evaluating brand equity. 

To begin, “Familiarity” replaces “Salience” 

as a more sensitive measure of a consumer’s 

ability to rate a brand. Respondents then 

ranked brands with which they were “somewhat,” 

“very” or “extremely” familiar on 

their propensity to purchase that brand to 

better gauge its vitality in the marketplace. 

“Purchase intent has a huge correlation to 

actual use, said Deanna Wert, vp-brand 

and reputation strategy at Harris. 

EquiTrend Study Key 

Each brand was rated on the following criteria: 

A sample of 24,046 consumers age 15and-over 

were surveyed on 1,031 brands 

using The Harris Poll (HPOL), a multimillion 

member online panel of respondents 

who have opted to take part in online 

surveys. Interviewing was conducted from 

April 23 to May 24; the survey took an average 

of 28 minutes to complete. 

Each respondent was asked to rate a 

total of 80 brands, including 20 core 

brands (rated by the total sample) and 60 

randomly selected ones. Each brand 

received approximately 1,200 ratings. 

Brands were randomized so names did 

not always appear in the same order. The 

20 core brands were used to calibrate the 

data using Harris Interactive’s proprietary 

bias correction (TRBC) to purify the goodwill 

measure and eliminate biases inherent 

in the use of rating scales that can distort 

results and make comparisons among subgroups 

misleading. 

Quality, 0-10: The cornerstone of the EquiTrend brand measurement system is the measurement 

of perceived quality, where zero means “Unacceptable/poor,” 5 means “Quite acceptable” 

and 10 means “Outstanding/Extraordinary.” Respondents could rate a brand using any 

number in that range, or indicate that they had absolutely no opinion and could not rate it. 

Familiarity, 1-5: Respondents were asked to rate familiarity with each brand on a 1 to 5 

scale, where 1 means they never heard of the brand, 2 means they just know of the brand, 

3 means they are somewhat familiar, 4 means they are very familiar and 5 means they are 

extremely familiar with the brand. 

Purchase Intent, 0-10: Conceptualized as a measure of the extent to which a consumer 

intends to have a future relationship with a brand, respondents indicated their 

answers using a 1-4 scale, where “1” means “never,” “2” means “not likely,” “3” means “possibly” 

and “4” means “absolutely” would purchase a product brand/watch a TV channel/show. 

Equity, 0-100: A brand’s equity score is determined by a calculation of Familiarity, Quality 

and Purchase Intent, as a way to further our understanding of a brand’s overall strength. 

Brands that have high quality, are well known and score well on purchase intent, have greater 

equity than brands that are not well known, have poor perceived quality or those brands 

which consumers are not interested in purchasing. The actual equation is done by indexing 

Familiarity and Purchase Intent; followed by weighting the Familiarity score*, which is then 

multiplied by the mean of Quality and Purchase Intent, with the result indexed on 100. 

(*Familiarity weights: 10 = 1; 7.75 = 0.9; 5.5 = 0.8) 

For more information on the Harris Interactive study, contact nwong@harrisinteractive.com. 

www.brandweek.com


BRAND 

Sales Struggle as Consumers 

Don New ‘Fashion’ Accessories 


Last year’s sales figures suggest consumers were more interested 

in snatching up iPods and DVRs than cargo pants and 

sweater sets. According to NPD Group, Port Washington, 

N.Y., total apparel spending in 2003 declined 5.1% to $166.1 billion. 

Dollar sales of women’s wear declined 7.1% to $90.1 billion 

and menswear sales fell 6.4% to $46.8 billion. 

While national brands slipped from 30.4% to 

29.4% of total women’s purchases, private label represented 

41% of purchases, up from 39.3%. Designer 

brands accounted for 4.7% of sales, down from 4.9%. 

“The big story is: jeans have peaked,” said Marshal 

Cohen, chief industry analyst at NPD. Sales of jeans 

to females ages 13 and up slid 5.3% to $5.7 billion. 

While Sara Lee, VF and Levi Strauss remained 

in the top three slots with mostly flat sales, Liz Claiborne 

posted a 14% increase—jumping ahead of Jones 

Apparel Group—thanks to its acquisitions of Enyce and Lady 

Enyce, and brisk sales at its trendy Lucky brand and Mexx stores. 

Current fashion trends are bright colors and flirty sundresses. 

“Consumers priorities have shifted,” said Cohen, noting that women 

are buying more casual merchandise while teens are more interested 

in the “right” cell phone. “The bad news is that tailored clothing 

and dressier apparel isn’t doing as well as [designers] had hoped.” 

Sales of women’s apparel so far this year, per NPD, are down 

just 0.5% versus last, but dollar sales so far are off 5.5%. 

Sara Lee is looking to globally expand its business with a brand 

segmentation strategy under new management. Former evp-glob- 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

APPAREL 

al marketing Lee Chaden became CEO of the branded apparel group 

in May. Brenda Barnes, former president and CEO of PepsiCo will 

become Sara Lee’s president and COO in July. Champion and 

Just My Size are dubbed “strategic investment” brands slated 

to receive boosts in marketing and R&D spending. Hanes and 

Playtex, so-called “support and grow” brands, are expected to 

generate sales of at least $100 million by fiscal 2007. 

With a 15% first-quarter sales leap—thanks in part to its 

burgeoning outdoor business which includes The North Face, 

JanSport and Eastpak brands—VF is a strong candidate to buy 

the Levi’s Dockers brand, currently on the block. VF’s Vassarette 

this summer will launch RealSexy, a new sub-brand of valuepriced 

lingerie, backed by a $1 million push at Wal-Mart. A new 

campaign for Wrangler Jeans Co., a denim-driven line targeting 

young adults with Dale Earnhardt Jr., is forthcoming. Lee 

Riders has new creative on tap featuring realistic-sized models. 

Levi’s new print ads, via BBH, New York, show real people 

in black-and-white portraits with the theme, “A style for every 

story.” TV ads in mid-summer will continue the message. The 

new Levi Strauss Signature collection, intended for mass-market 

retailers, could provide a much-needed boost to its bottom 

line. Since 1996, when the company raked in sales of $7.1 billion, 

Levi’s has been on a steady slide with little success gained 

from a slew of new products and campaigns. The sale of Dockers 

and further cuts to its work force should help stem losses. 

Elsewhere, Jones Apparel bowed a sportswear collection with 

Claudia Schiffer in ads; Brooke Shields replaced Angie Harmon 

in ads for its dressier Jones New York Collection; and Liz Claiborne 

introduced Realities, a collection for the upscale woman. B 

1. Sara Lee Sara Lee, Chicago Various $6.4 $94.4 

Hanes “ Martin, Richmond, VA 7.04 91% 8.07 66.3 

Champion “ Publicis, Dallas 6.59 44% 7.13 54.7 

L’eggs “ KraftWorks, NY 6.57 57% 6.45 51.0 

2. VF VF, Greensboro, NC Various 5.2 84.3 

Lee “ Fallon, Minneapolis 6.70 81% 6.67 54.7 

Wrangler “ Toth, Concord, MA & various 6.66 73% 6.71 53.8 

Vanity Fair “ In-house 6.42 31% 5.77 44.1 

3. Levi Strauss Levi Strauss, San Francisco Bartle Bogle Hegarty, New York 4.0 79.8 

Levi’s “ Bartle Bogle Hegarty, New York 7.19 94% 7.75 65.7 

Docker’s “ FCB, San Francisco 6.79 72% 7.30 58.4 

Slates “ “ 5.93 5% 5.62 40.4 

4. Liz Claiborne Liz Claiborne, New York Gotham, New York 3.6 24.4 

Liz Claiborne “ “ 6.61 55% 6.42 50.6 

Dana Buchman “ “ 6.95 4% 6.57 52.7 

5. Jones Apparel Group Jones Apparel, Bristol, PA AR Media, New York 3.3 31.1 6.95 25% 6.91 55.5 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY FAMILIARITY PURCHASE 

INTENT 

EQUITY 

Sources: Hoover’s Online (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com

APPLIANCES 

Machines Do More Than 

Make the Clothes Go Round 


The appliance market has taken the shape of a dumbbell, 

with mid-priced appliances withering under an assault from 

value brands on one end and so-called “near-luxury” on the 

other. The former circumstance is driven by volume retailers like 

Lowe’s and The Home Depot powering a housing boom, while 

the latter is part of a trading-up trend that has seen more accessibility 

of top brands via mall-based luxury boutiques. 

That means companies across the board have been focusing 

more marketing dollars on high-profit and high-image nameplates, 

and expanding those concepts to countertop appliances, the laundry 

room, even vacuum cleaners (read: Dyson and Electrolux). 

In a strong year for appliance makers, total sales rose 8.5% 

in 2003 with 73.7 million units delivered. The Association of 

Home Appliance Manufacturers reported that washers, dryers, 

dishwashers, fridges, freezers and built-in ranges gained 4.2% 

last year with first quarter ’04 numbers 

also moving higher. 

For all near-premium marketers, higher 

end means higher tech. Whirlpool, 

which is still using the “Goddesses” campaign 

from 2002, is touting its Senseon 

drying system; GE Appliance’s Profile 

Harmony system features a washer that 

sends instructions to the dryer. The brand 

bowed ads last year drawing a comparison 

between odd couples—an artist and a busi- 

nesswoman, for instance—and the marriage 

of art and science in its machines. 

Sample text: “Digital marries DaVinci.” 

Maytag, meanwhile, saw its long-time repairman icon, Gordon 

Jump, retire after a 14-year stint as “Ol’ Lonely” (though 

his apprentice sidekick remains). That wasn’t the only change 

at Maytag, which saw a restructuring focus attention on individual 

brand identity and new products, such as countertop 

appliances. Rachel Dircks was named Maytag brand manager 

and Kristi LaFrenz shifted to director of marketing for strategic 

initiatives, which yielded the high-end countertop line, Attrezzi. 

Whirlpool’s KitchenAid brand also bowed a new line of countertops 

called ProLine, while Black & Decker got into the act 

via a licensing deal with Procter & Gamble to co-market Home 

Café, a cup-at-a-time espresso maker that uses proprietary coffee 

“pods” made by P&G. 

BRAND 

COMPANY NAME, 

LOCATION 


The ominous news for the big four domestic appliance players—Whirlpool, 

General Electric, Frigidaire/Electrolux and Maytag/Amana—is 

that Asian brands have gotten a mass-market 

foothold, via volume retailer Best Buy. Last year, LG Appliances, 

Haier and Samsung all signed deals with the big box chain. 

AB Electrolux, based in Sweden, is putting its premium 

nameplate behind a decidedly down-market product: vacuum 

cleaners. Creative for the Electrolux-branded models 

is due from Lowe Worldwide, New York, which 

won the $75 million global creative account in January 

2003 with a Euro campaign tagged “Makes 

life a little easier.” In a market that has been dominated 

by sub-$60 bargain styles, Electrolux put 

print, targeted TV and promotions behind hightech 

machines that include robotic, anti-allergenic 

and super-quiet vacs. Ads, launched in February 

2004, included two-page inserts in Food & Wine, 

Atlantic Monthly, Vanity Fair and Architectural 

Digest. Targeted TV buys follow, all 

setting up an Electrolux major appliance 

launch this fall. 

BSH Home Appliances, the company 

that sells high-end appliances Thermador 

and Bosch, is bowing a third brand, 

Siemens. The latter, known in the U.S. market 

for cell phones and in its native Germany 

for just about everything, is bowing 

a line of major appliances, including wash- 

Heavy hitter: GE called on Donald Trump to ers, dryers and countertop items. BSH, 

tout its Monogram brand of appliances. which spent $3 million on marketing last 

year, will double its spend to pitch Siemens 

to tech-savvy urbanites, Bosch to upwardly mobile families and 

Thermador to the trophy kitchen set. 

LG is readying its first integrated effort uniting consumer electronics 

and an expanding lineup of major appliances. The Korean 

nameplate will raise media by 10% this year to back its commitment 

to Best Buy and launch both countertop and white 

goods for the laundry and kitchen. LG, which last year aired its 

first national ad effort with the tag, “Life’s good,” via WPP 

Group’s Team LG, New York, is now pushing a premium positioning 

with TV and print for its Tromm direct-drive washer/dryer. 

Likewise for the home that has everything: LG’s $3,000 TVequipped 

refrigerator, a more accessible take on the $8,000 Internet 

refrigerator that sold in limited numbers last year. B 

LEAD AGENCY, 

LOCATION 

1. Whirlpool Whirlpool, Benton Harbor, ME Publicis, Chicago $12.2 $44.3 7.07 87% 7.81 64.2 

2. GE Consumer Products General Electric, Louisville, KY BBDO, NY 8.3 42.7 7.00 92% 7.76 63.6 

3. Electrolux Home Products* Electrolux, Augusta, GA Lowe, NY 6.3 3.3 6.81 80% 7.22 58.1 

4. Maytag (all brands) Maytag, Newton, IA Leo Burnett, Chicago 4.8 102.9 7.32 84% 7.83 64.3 

Amana (Maytag unit) Carmichael Lynch, Minneapolis ** 2.8 6.72 59% 6.96 55.0 

* includes Frigidaire Sources: Brandweek research (sales); ** Amana sales included in Maytag figures; TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

In Tight Market, Car Makers 

Seek Branding Alternatives 


With 16.6 million new cars and light trucks delivered in 

2003, the auto industry overcame war, economic 

uncertainty, gasoline shortfalls and overcapacity to 

record its fourth-best year ever in total sales. However, as that 

figure was a 1.1% drop over the previous year—at a 

time of record incentives of as much as $5,000 per 

vehicle, and continued U.S. market incursion by 

imports—Detroit isn’t exactly singing “Happy Days 

Are Here Again.” 

Already strapped for cash, the Big Three last year 

faced a surprise at the network TV upfront: double-digit 

increases in cost-per-thousand impressions. 

Some automakers cut back, citing declining viewership 

among young males. Overall spending on TV 

ads was $6.5 billion last year, about 2% less than in 

2002. While it’s unlikely automakers will bow out of the upfront 

anytime soon, several are redirecting funds into alternative marketing 

strategies that cover sponsorships, Internet ads, product 

integration and branded entertainment. 

Advertising aside, if there’s an underlying 

automotive agita, it’s the simple arithmetic 

of oversupply: too many cars, too few 

buyers. Like Big Apple apartment dwellers 

who dream that they’ve discovered a hidden 

room in their studio apartment, marketers 

may well fantasize about a vehicle category 

that hasn’t been mined. Hybrid, anyone? 

In the meantime, Detroit is vigorously 

defending against an Asian-led incursion 

into its inner sanctum of pickup trucks, 

namely by Nissan’s Titan and Toyota’s Tundra 

crew cab trucks. Ford last fall gave the 2004 F-150 the flawless 

launch it desperately needed, with a massive $100 million 

campaign that included a blitz of NFL spots, via J. Walter 

Thompson, Detroit. Country star Toby Keith starred in ads and 

a transforming F-150 graced the stage during his live shows. The 

results: F-150 won six straight months of sales increases until 

April. 

In general, Ford has had a lot of climbing to do. Its market 


COMPANY NAME, 

LOCATION 

AUTOMOBILES 

share in 2003 dropped to a 75-year low of 19.5%. Still, cost 

cutting has improved the company’s bottom line, surprising 

analysts by recording $2 billion in first-quarter earnings. It was 

Bill Ford’s best financial quarter since becoming CEO two years 

ago. Premier Automotive Group performed particularly well, 

with Volvo sales up 8.4%, Jaguar up 3.5% and a startling resurgence 

at Mazda, a third of which is owned by Ford. Mazda sales 

are up a whopping 36.6% in the first quarter. Mark Fields, the 

former head of PAG who initiated Mazda’s resurgence with 

vehicles like RX-8, Mazda6 and Mazda3, this year was promoted 

to evp of Ford Europe. 

The middle of the car market remains brutal, however, with Toyota 

Camry and Honda Accord still firmly on top. General Motors 

will devote 65% of its product development budget to cars over 

the next two years, in part to bow new lines for its Chevrolet and 

Pontiac brands. Last year, Cadillac commanded most of GM’s attention, 

with the XLR sports car and the SLR crossover wagon coming 

on the heels of the revival-making CTS sedan. 

Chevrolet, with 30% of the mid-sized car market and sales of 

about 800,000 vehicles per year, has been relying on incentive-laden 

Malibu, Impala and Cavalier. The redesigned Malibu, based on a 

Saab platform with a sleeker “European” look, 

is being pitched squarely at buyers of Camry 

and Accord. An initial series of ads, via Campbell-Ewald, 

Detroit, showed groups of people 

arrayed along a highway, waiting their turn 

to take a spin. A similar theme prevailed in ads 

for the Maxx, a wagonesque version touted for 

versatility. Chevrolet sold 76,495 Malibus in 

the first four months this year, a 52% increase 

over 2003, per Ward’s Automotive Report. 

Chevy is also going after the compact 

Key launch: Country crooner Toby Keith 

market. It finally replaced its long-lived 

sings the praises of Ford’s 2004 F-150. 

Cavalier badge with two vehicles, the subcompact 

Aveo (on sale now) and the compact Cobalt (due late 

in 2004), as well as the first crossover vehicle for the brand. 

Earlier this year, GM bowed its first bifurcated image campaign—one 

for cars, another for trucks. While truck ads still 

declare, in Bob Seger voice, “Like a rock,” cars get a new 

tagline: “An American Revolution.” The car ads, much like 

Cadillac’s “Break Through” spots, focus almost 

solely on the vehicles. 

LEAD AGENCY, 

LOCATION 

GENERAL AUTO 

1. Ford Division Ford Motor, Dearborn, MI J. Walter Thompson, Detroit 2,848,320 $751.4 6.58 92% 6.33 54.5 

2. Chevrolet General Motors, Detroit Campbell-Ewald, Warren, MI 2,642,898 630.9 6.81 89% 6.41 55.6 

3. Toyota Toyota Motor Sales, Torrance, CA Saatchi & Saatchi, Torrance, CA 1,606,559 644.0 7.07 82% 6.66 56.9 

4. Dodge DaimlerChrysler, Auburn Hills, MI BBDO Detroit, Troy, MI 1,223,302 545.2 6.44 82% 6.07 50.5 

5. Honda American Honda, Torrance, CA Rubin Postaer, Playa del Rey, CA 1,178,929 398.4 7.05 77% 6.57 55.7 

6. Nissan Nissan North America, Gardena, CA TBWA\Chiat\Day, Playa del Rey, CA 675,826 756.2 6.69 73% 6.01 50.2 

TOTAL 

SALES 

(units) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: Ward’s Automotive Reports (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com

AUTOMOBILES 

GM’s Pontiac division last year brought back the muscular 

GTO, and this fall is replacing another aging icon, the Grand Am, 

with the G6. At Ford, the sedan push centers around the long-awaited 

replacement for the faded Taurus: The Five Hundred, along with 

its cousin, Freestyle, bowing this summer and fall. 

At DaimlerChrysler, 2003 was a year they’d prefer to forget. 

Chrysler ended its estimated $12 million campaign for Pacifica 

last year just three months after the launch. Arnell Group produced 

moody ads featuring chanteuse Celine Dion and an elliptical 

tagline, “Drive = Love.” But rather than living up to its hype as 

evidence of the company’s turn up-market, Pacifica proved to be 

a high-priced flop. A combination of ineffectual advertising and 

an overzealous pricing strategy with starting tags over $40,000 

hobbled the launch, forcing the company to offer lower-priced versions 

last fall. By year-end, sales topped out at 56,656, per Ward’s, 

some 3,500 fewer than Chrysler execs had anticipated. 

The lack of momentum didn’t help Chrysler’s new coupe either. 

Crossfire last year sold as briskly as tofu dogs in Argentina, leaving 

dealers with considerable oversupply. 

Jim Schroer, evp-global sales and marketing, 

was out by June. In came Joe Eberhardt, 

from Mercedes’ U.K. operations, who 

promised to focus on product, back off from 

incentives and price vehicles lower. He 

bowed the Chrysler 300, replacing the Concorde 

and 300M; the convertible Crossfire; 

and the 2004 Town & Country minivan, 

with a feature called “Sto-n-go” that allows 

both third- and second-row seats to disappear 

into the floor. Chrysler’s new tagline: 

“Innovation comes standard.” The 300 Series sedan sold more than 

22,600 units in its first two full months (April and May) this year. 

In the realm of innovation, the gas/electric combo vehicles 

known as hybrids took a major step forward. In its 2004 Prius, Toyota 

proved that hybrid doesn’t necessarily mean niche. The company 

sold 24,627 of the cars last year, and in the first four months 

of 2004, sold 13,602 units, about 400 more than the Avalon. A 

$50 million launch campaign from Saatchi & Saatchi, Torrance, 

Calif., showed the car zooming in and out of black holes with actor 

Jeff Goldblum intoning: “Good news for planet Earth.” Prius gets 

60 miles per gallon in the city, with almost no emissions. 

Toyota also bowed its quirky Scion brand with a regional strat- 

BRAND 

COMPANY NAME, 

LOCATION 


egy aimed at young buyers. Now available nationwide, Scion has 

just launched its third vehicle, tC, with its first national TV effort 

via Attik, San Francisco. The company sold close to 17,000 xA 

and xB cars through April, and is hoping to sell 60,000 Scion 

vehicles overall this year. 

For the first time last year, Toyota sold more vehicles worldwide 

than Ford, taking over as the No. 2 global automaker. Toyota 

wound up with total year-end sales of 1.9 million vehicles, a 

6.3% improvement over last year and its best sales performance 

in its 46-year history. So far this year in the U.S., Toyota-brand 

vehicles are up 11% and Lexus sales are up 21%. 

Elsewhere, it was hardly a banner year for Hyundai (whose overall 

sales dropped 3.6%), Mitsubishi and Volkswagen. Mitsubishi 

suffered through an awful period with sales down 

26% in the U.S., partly due to its strategy of giving 

loans to risky borrowers. In a surprise move, Mitsubishi 

North American CEO Pierre Gagnon was 

fired less than a year after consolidating operations. 

In his stead came former 

Hyundai Motor America CEO 

Finbarr O’Neill, who vowed to 

salvage the company’s books, 

focus less on youth marketing 

and more on pitching vehicles for their features, 

directing agency Deutsch to conduct 

more product-focused advertising. 

Instead of young hipsters darting 

Sales oasis: VW named the company’s first through cityscapes to rave music, ads for the 

SUV, Touareg, after Saharan nomads. brand’s Lancer Evo compact showed a 30something 

couple asking for directions from 

a group of hooligans beneath an underpass. O’Neill and his 

svp-marketing, Ian Beavis, launched a product-centric cliff-hanger 

ad comparing the Galant to Toyota Camry that ran during 

Super Bowl XXXVIII. 

Without Gagnon’s triple zero deals and incentives, though, 

Mitsubishi is still in free fall, with sales off 22.8% this year through 

April. In the red, Mitsubishi needed a bailout from 37% stakeholder 

DaimlerChrysler. Initially, Chrysler CEO Juergen 

Schrempp argued in favor of the bailout. Several others, including 

former Chrysler COO Wolfgang Bernhardt, whom Schrempp 

had tapped to lead Mercedes-Benz starting this summer, disagreed. 

Schrempp backed down, but this month, Bernhardt’s 

LEAD AGENCY, 

LOCATION 

LUXURY 

1. Lexus Toyota Motor Sales, Torrance, CA Team One, El Segundo, CA 259,755 $247.4 7.29 63% 6.42 53.8 

2. BMW BMW, Woodcliff Lake, NJ Fallon, Minneapolis 240,859 129.9 7.25 65% 6.41 54.6 

3. Mercedes-Benz Mercedes-Benz, Montvale, NJ Merkley Newman Harty, New York 218,921 139.4 7.30 69% 6.26 54.2 

4. Cadillac General Motors, Detroit Chemistri, Bloomfield Hills, MI 216,090 204.4 6.95 77% 5.85 51.3 

5. Acura American Honda, Torrance, CA Rubin Postaer, Santa Monica, CA 170,918 217.3 6.86 55% 6.26 51.2 

6. Lincoln Ford Motor, Dearborn, MI Young & Rubicam, Irvine, CA 158,839 138.5 6.90 65% 5.77 50.2 

7. Volvo Ford Motor, Dearborn, MI Euro RSCG MVBMS, New York 134,586 53.0 6.94 64% 5.80 49.0 

8. Infiniti Nissan North America, Gardena, CA TBWA\Chiat\Day, Playa Del Rey, CA 118,655 182.3 6.90 44% 6.07 49.7 

9. Audi Audi, Auburn Hills, MI McKinney & Silver, Raleigh, NC 86,421 79.2 6.77 54% 5.54 45.8 

10. Jaguar Ford, Dearborn, MI Young & Rubicam, Irvine, CA 54,655 84.2 7.05 58% 5.75 47.9 



TOTAL 

SALES 

(units) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

ascension to Mercedes was blocked, leaving him without a job. 

Volkswagen, with sales down nearly 9% last year and 27% so 

far this year, is suffering from a bone-dry product pipeline. The 

once reliable Passat and Jetta have endured quality problems, and 

sales are way down. The New Beetle, too, is in a decline, convertible 

notwithstanding. Nor is VW’s luxury car Phaeton making any 

waves in the U.S. market, despite strong reviews. Sales are off 

15% this year, with only 625 of the cars delivered. In contrast, 

BMW has sold over 5,500 of its 7-series cars and Mercedes over 

5,700 S-Class cars. But VW has fared better in its foray into SUVs 

with Touareg. Launched last fall with a self-effacing campaign, 

Touareg has sold 9,429 units through April, surpassing at least 

one competitor, BMW X5. 

Bigger, however, suddenly doesn’t seem so much 

better. Hummer was hot last year, selling 35,259 

units, an 80% boost over 2002, driven by H2. But 

if any brand embodies the notion of car-as-fad, it may 

be Hummer. Whether it’s high gasoline prices, associated 

backlash from the war in Iraq or something 

less tangible, sales are off 25% this year. 

Less trendy is the surge of automaker involvement 

in movie product placement and TV branded 

content. Catching the wave of reality TV, 

Ford has an ongoing exclusive sponsorship of Fox’s 

24 and a similar arrangement with American Idol. Contestants 

playing out mini-movie ads on Idol (for Focus and other 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

AUTOMOBILES 

vehicles) were among the most memorable of the year. Ford 

has gone as far as to develop an in-house product integration 

think-tank called Alloy, an offshoot of the agency’s Brand 

Entertainment Group. 

Chrysler Group recently tied in with ClubMom to tout its 

minivans, a deal which also got the vehicle on The Ellen Degeneres 

Show and Regis and Kelly. Chrysler also struck a product integration 

deal on The Apprentice with its Crossfire, 300 and the PT 

Cruiser convertible getting air time. Chrysler produced a multiepisode 

program for NBC called Jeep World of Adventure that let 

Jeep and its agency, BBDO, Troy, Mich., call the creative shots. 

It will run the shows through year-end. 

Executive reshuffling also took center stage. General Motors 

early this year began to streamline its sales, service and marketing 

departments. Currently, divisional general managers are supported 

by a marketing director, brand development director, retail 

integration director and product directors. In an odd job title swap, 

C.J. Fraleigh was named Buick-Pontiac-GMC general manager; 

Gary Adams, who held that post, was named executive director 

for corporate advertising and customer relationship management. 

Across town, Kurt Ritter, gm of Chevrolet, quit after being 

shifted to run the Pontiac, GMC and Buick triumvirate. Ritter 

jumped ship for Saatchi & Saatchi, Torrance, Calif., Toyota’s ad 

shop. The agency is a sibling of Pontiac and Cadillac’s agency, 

Chemistri. To then-GM ad chief C.J. Fraleigh, the move reeked 

of treason: Publicis Groupe stealing from Peter to pay Paul. B 

SUB-COMPACT 

1. Honda Civic American Honda, Torrance, CA Rubin Postaer, Santa Monica, CA 299,672 $87.5 6.88 73% 5.98 51.6 

2. Toyota Corolla Toyota Motor Sales, Torrance, CA Saatchi & Saatchi, Torrance, CA 269,018 47.0 6.83 72% 5.95 51.4 

3. Chevy Cavalier General Motors, Detroit Campbell-Ewald, Warren, MI 256,550 11.7 6.10 69% 4.82 41.3 

4. Ford Focus Ford Motor, Dearborn, MI J. Walter Thompson, Detroit 229,353 89.9 6.14 54% 4.72 40.0 

5. Hyundai Elantra 

SEDAN/WAGON 

Hyundai Motor, Fountain Valley, CA The Richards Group, Dallas, TX 120,858 39.4 5.95 60% 4.66 38.4 

1. Toyota Camry Toyota Motor Sales, Torrance, CA Saatchi & Saatchi, Torrance, CA 413,296 $101.9 7.05 71% 6.29 54.4 

2. Honda Accord American Honda Torrance, CA Rubin Postaer, Santa Monica, CA 397,750 147.4 6.98 76% 6.45 54.6 

3. Ford Taurus Ford Motor, Dearborn, MI J. Walter Thompson, Detroit 300,496 28.4 6.29 79% 5.09 44.5 

4. Chevy Impala General Motors, Detroit Campbell-Ewald, Detroit 267,883 57.3 6.51 71% 5.60 47.5 

5. Nissan Altima 

TRUCKS, SUVs, MINIVANS 

Nissan NA, Gardena, CA TBWA\Chiat\Day, Santa Monica, CA 201,240 154.1 6.59 60% 5.63 47.1 

1. Ford F-Series Ford Motor, Dearborn, MI J. Walter Thompson, Detroit 845,586 $209.5 6.80 62% 6.05 51.2 

2. Chevy Silverado Pickup General Motors, Detroit Campbell-Ewald, Detroit 684,302 144.3 6.94 64% 5.97 51.2 

3. Dodge Ram Pickup DaimlerChrysler, Auburn Hills, MI BBDO Detroit, Troy, MI 449,371 111.8 6.67 74% 5.71 48.2 

4. Ford Explorer Ford Motor, Dearborn, MI J. Walter Thompson, Detroit 373,118 86.7 6.36 77% 5.27 45.8 

5. Chevy TrailBlazer General Motors, Detroit Campbell-Ewald, Detroit 261,334 67.2 6.50 64% 5.57 46.1 

6. Dodge Caravan DaimlerChrysler, Auburn Hills, MI BBDO Detroit, Troy, MI 233,394 95.0 6.35 69% 5.20 44.5 

7. Ford Ranger Pickup Ford Motor, Dearborn, MI J. Walter Thompson, Detroit 209,117 2.4 6.54 71% 5.40 46.4 

8. Jeep Grand Cherokee DaimlerChrysler, Auburn Hills, MI BBDO Detroit, Troy, MI 207,479 103.1 6.56 78% 5.68 48.3 

9. Chevy Tahoe General Motors, Detroit Campbell-Ewald, Detroit 199,065 50.8 6.52 60% 5.50 45.5 

10. GMC Sierra Pickup General Motors, Detroit Lowe, New York 196,689 39.9 6.71 57% 5.94 48.1 

TOTAL 

SALES 

(units) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 


www.brandweek.com


BRAND 

Feisty Feds Weigh In Against 

Low-Carbs—and Tasteless Ads 

By Mike Beirne and Kenneth Hein 

For beer drinkers, nothing has resounded more clearly in 

recent months than a call to turn on the lights: Miller Lite 

is taking on Bud Light; Coors’ Aspen Edge is sparring 

with Michelob Ultra and Boston Beer’s Samuel Adams Light is 

challenging everyone with a scrappy taste test strategy. 

More lighter-tasting suds are sloshing around in 

bar and liquor store sampling cups these days than 

is spilled annually during the Great American Beer 

Festival. Beer marketing has always been about selling 

an image in a bottle, but brewers 

are now putting more focus on taste 

and the liquid itself. That emphasis 

couldn’t come soon enough for a market 

that saw bad weather, war and competition 

from spirits depress total beer 

shipments, which slipped 0.3% in 2003. 

The success of Anheuser-Busch’s Michelob Ultra, 

with just 2.6 grams of carbohydrates, was an epiphany 

for Miller Brewing, which discovered late last year that 

Miller Lite (3.2 grams) was the original low carbohydrate 

beer. Advertising ensued noting that Lite had 

fewer carbs and better taste than Bud Light and Coors 

Light. Little wonder that Miller’s flagship brand then 

posted three consecutive quarters of growth. 

A-B shot back with a strident effort that stated, 

“All light beers are low in carbs; choose on taste.” It 

marked a direct poke at Miller Lite’s messaging 

regarding “Great Taste” and that consumers have a 

choice in selecting beer. A-B is forging ahead, however, 

with music, dance and sports-themed spots, via 

Digital Kitchen and DDB, both Chicago, for the “True Music,” 

“True Groove” and “Game Time” efforts. Coors ads—in a sendup 

of all low-carb advertising—mention that the difference in 

grams between light beers can be burned off while sitting at a bar. 


COMPANY NAME, 

LOCATION 

Royal rivalry: Budweiser 

ads tweaked Miller Lite 

over fat grams. 

LEAD AGENCY, 

LOCATION 

BEER, WINE and LIQUOR 

The shift is a welcome one for observers who’ve yearned for 

less of the cheesecake and sophomoric humor evidenced by 

Anheuser-Busch’s roster of Super Bowl XXXVIII ads. Though 

given the thumbs-up by the brewer’s core young male target, 

Bud’s ads were critically panned as “lowest common-denominator 

humor” and got caught up in the maelstrom of debate over 

Janet Jackson’s breast-baring stunt and the FCC’s inquiry into 

broadcast indecency. A-B vp and group executive August Busch 

IV later stated that going forward, the brewer’s ads will be more 

cognizant of the public’s changing sensibilities, so the flatulent 

horse and crotch-chomping dog vignettes are history. 

A-B also is reacting to its No. 2 competitor with 

greater urgency. Miller, under the leadership of South 

Africa-based SABMiller and CEO and president Norman 

Adami, is executing strategy more effectively 

now than it did under Altria Group, the previous 

majority stakeholder. The St. Louis brewer was able 

to hold its premium pricing to Miller and Coors with 

impunity for the past two years, but the second quarter 

has seen a $5.99 six-pack of Ultra in markets like 

Chicago marked down by a dollar and 12-packs of 

Bud bottles selling for a low $6.99. 

The Milwaukee brewer has redeployed and 

retrained its sales reps, and Miller distributors have 

noticed a difference in terms of the collaboration they 

bring to the table. 

“They’re not expecting us to drive the business 

and come up with details for promotions,” said a 

Midwest wholesaler. “In the world of a distributor, 

with so much consolidation and so many brands to 

manage, we don’t have the time to sit around and 

think up promotions. They’re more hands-on now 

with solving problems and helping us to grow.” 

A-B, with more than half of the 204 million-barrel market as 

of the first quarter and 22 consecutive quarters of double-digit 

earnings per share growth, by no means has its back up against 

BEER 

1. Bud Light Anheuser-Busch, St. Louis DDB, Chi; Goodby, SF; Fusion Lab, Chi 38.1 $129.2 6.35 72% 5.66 46.9 

2. Budweiser Anheuser-Busch, St. Loius DDB, Chi; Goodby, SF; Fusion Lab, Chi 31.0 112.8 6.60 82% 6.05 51.0 

3. Coors Light Coors Brewing, Golden, CO FCB, Chicago; Deutsch, LA 16.5 124.6 6.33 71% 5.63 46.1 

4. Miller Lite Miller Brewing, Milwaukee Martin, Rchmnd, VA; W+K, Portland 15.7 118.3 6.21 75% 5.53 44.4 

5. Natural Light Anheuser Busch, St. Louis Unassigned 8.4 0.2 N/A N/A N/A N/A 

6. Busch Anheuser Busch, St. Louis DDB, Chicago 7.1 8.4 5.94 64% 5.30 41.9 

7. Corona Extra Barton, Chi; Gambrinus, San Antonio, TX Cramer-Krasselt, Chi; Richards, Dallas 7.0 23.1 6.51 53% 6.12 49.6 

8. Busch Light Anheuser-Busch, St. Louis DDB, Chicago 5.8 0 5.80 58% 4.91 38.3 

9. Miller High Life Miller Brewing, Milwaukee Wieden + Kennedy, Portland, OR 5.4 118.3 6.30 71% 5.71 46.1 

10. Heineken Miller Brewing, Milwaukee Publicis, New York 4.6 44.7 N/A N/A N/A N/A 

TOTAL 

SALES 

(barrels) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: Beer Marketer’s Insights (sales in millions of barrels); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com


the wall. Miller’s and Coors’ market shares are 18% and 10%, 

respectively. Yet A-B may have opened a Pandora’s box with the 

success of Michelob Ultra. The brand is cannibalizing No. 1 Bud 

Light, which posted its smallest volume gain since 1995. Meanwhile, 

Bud shipments—following the track of just about all domestic 

full calorie beers—declined 4.5%, per Beer Marketer’s Insights. 

Ultra quadrupled its 52-week volume by April, per Information 

Resources Inc., and growing demand will make balancing 

manufacturing efficiency and cost among A-B’s 12 breweries 

tougher as those plants try to fill traffic patterns within their 

territories as beer drinkers change brands. That juggling act 

could impinge on A-B’s ability to produce at efficient levels, 

said Mark Rodman of Beverage Distribution 

Consultants, Swampscott, Mass. 

Coors will face the same challenge as it 

squeezes Aspen Edge and possibly more low-carb 

versions of Coors Original and Keystone out of 

its limited production capacity. Aspen Edge 

launched nationally May 1 and, while first-time 

trials are hot, reorders from retailers are mixed. 

The brand soared to the No. 2 spot among Coors 

products in test markets and is said to be converting 

light beer and even Ultra drinkers. 

Brewers, like all food marketers, are lured by 

the 32 million Americans who say they are on a 

low-carb diet, per Novartis Consumer Health. A 

good chunk of that group may be off those diets 

less than a year from now if the population mirrors 

a 2003 Tufts University study of four diet plans 

which found the highest dropout rates were among Atkins and 

Ornish (low-fat) participants. But even the dropouts tend to remain 

carb conscious. Some observers say the low-carb beer segment is 

bound to mirror malternatives where players are merely trading 

market share after early innovators reaped most of the growth. 

“This Ultra thing has had some great lead time, but I’d hate 

to bet my family’s fortune by investing stock in a company that 

is depending upon a bunch of fickle dieters for their business 

and their growth,” said Rodman. 

After an explosion of malternatives, retailers will rationalize 

shelf space this summer by paring down that crowded field. Sales 

BRAND 

COMPANY NAME, 

LOCATION 


of once-hot malternatives declined 12% last year, per IRI. Exceptions 

were Diageo’s lineup of Smirnoff Ice, Smirnoff Triple Black 

and Smirnoff Twisted V, which grew 5%. While other brands like 

Jack Daniels Hard Cola, Bacardi Silver, Skyy Blue and their extensions 

posted mixed results, these beverages at least created awareness 

for their spirits among 21-28 year-old consumers—a group that 

the beer industry traditionally has counted on for new growth. The 

liquor industry’s ability to exude sophistication and flavor innovation 

with this demo is hitting domestic beer brands hard. 

Imports didn’t fare much better, with the top 10 players edging 

up just 0.9% last year, following a solid 7.4% increase during 2002. 

But the signs for 2004 are promising so far.“I would say we are very 

much at the positive trends that we’ve seen for the 

import category,” said Bryan Semkuleiy, 

vp-marketing at Labatt USA, Norwalk, 

Conn. “We expect good numbers continuing 

through the summer.” 

Encouraged by the success of lowcarb 

beers, the makers of vodka, 

whiskey and even wines have also hit 

the carb-counting trail. 

Diageo North America was one of 

the first to embrace the carb-conscious 

consumer with its “Nothing” campaign. Print executions, 

via Grey Worldwide, New York, tout the fact 

that its Smirnoff vodka, Crown Royal, Johnnie Walk- 

er and Tanqueray gin have no carbs. Copy reads 

The One, maybe?: Don’t com- 

“Zero. Zilch. Nada” and “Cheers to zero carbs.” The 

promise, says Brown-Forman. 

effort, which hit May issues of magazines like BusinessWeek, 

Cosmopolitan and Sports Illustrated, marks the first time 

Diageo has included multiple brands in a single campaign. 

Brown-Forman quickly followed suit, bowing a line of lowcarb 

wines. Its One.6 Chardonnay and One.9 Merlot reflect the 

amount of carbs per 5-oz. serving. The brands are being supported 

by a $5 million effort, via Powerpact, Richmond, Va., 

using the tag, “Life is full compromises. This isn’t one of them.” 

The wine category as a whole, which spends comparatively little 

next to spirits, saw explosive growth among several brands. E&J 

Gallo’s Redwood Creek grew 41.5% last year with 1.45 million 

cases sold. Beringer Blass Wine Estates’ Stone Cellars sold 1.3 mil 

LEAD AGENCY, 

LOCATION 

WINE 

1. Franzia The Wine Group, San Francisco In-house 21.0 N/A 6.04 20% 6.06 45.7 

2. Carlo Rossi E&J Gallo Winery, Modesto, CA In-house 11.0 N/A 6.13 30% 5.97 45.2 

3. Livingston Cellars E&J Gallo Winery, Modesto, CA In-house 8.0 N/A 6.24 12% 6.13 46.3 

4. Sutter Home Trinchero Family Estates, St. Helena,CA Colby, Santa Monica, CA 7.0* $1.7 6.30 45% 6.80 53.1 

5. Beringer Vineyards 

MALTERNATIVES 

Beringer Blass, St. Helena, CA In review 7.0* N/A N/A N/A N/A N/A 

1. Smirnoff Ice Diageo, Stamford, CT J. Walter Thompson, NY 23.0 $35.2 6.48 38% 6.14 47.7 

2. Mike’s Hard Lemonade Mike Anthony Grp., Vancouver Ad Store, NY 12.0 5.8 6.52 46% 6.52 52.2 

3. Bartles & Jaymes Coolers E&J Gallo Winery, Modesto, CA In-house 9.0 0.03 6.19 50% 5.64 44.2 

4. Bacardi Silver Anheuser-Busch, St. Louis Momentum, St. Louis 8.0 23.2 N/A N/A N/A N/A 

5. Seagram’s Coolers U.S. Beverage, Stamford, CT Unassigned 6.0 0.9 6.32 36% 5.98 45.3 

* Figures rounded to the nearest tenth Sources: Impact Databank Review & Forecast 2004 (sales in millions of cases); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(cases) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

lion cases—a 19.8% increase. And Canandaigua Wine’s Arbor Mist 

Wine Blenders sold 600,000 cases in its first year. The latter broke 

a $10 million-plus ad campaign, via ML Rogers, New York last 

month. Long-running tag: “Can’t resist the mist” remains. 

As for the low-carb world, it is relatively virgin territory for 

beer, wine and liquor marketers. As a result, the Tax and Trade 

Bureau, which regulates alcohol ads, is taking a serious look at 

these activities (Brandweek, May 3). The bureau is currently rewriting 

its interim rules on low-carb and health claims in favor of a 

permanent one. Stricter regulations will likely discourage ads 

from implying any health benefits and demand more detailed 

labeling for spirits makers, which often rely on the aesthetic beauty 

of their bottles to sell product. 

Most liquor ads, however, still rely on image versus 

health claims. Diageo’s Smirnoff vodka is no 

different. The second best-selling liquor in the U.S., 

at 7.2 million cases behind Bacardi rum at 8.1 million, 

per Impact Databank, N.Y, and its line extensions 

(Smirnoff Twist, Ice and Ice Triple Black) all received 

bottle and logo face-lifts last year. A 

$150 million integrated campaign, 

dubbed “Neat,” via J. Walter Thompson, 

New York, supporting all three 

Smirnoff trademarks, got underway in 

October. Initial creative showed the new vodka bottle 

with an olive, a twist and a shot glass to convey 

that it could be enjoyed even without being mixed. 

Diageo, which owns four of the best-selling spirits 

brands in the U.S., spent nearly $200 million 

overall on ads in 2003, according to TNS/CMR. 

Its Captain Morgan Original Spiced Rum brand, 

which ranks fourth with 4.2 million cases, rolled out 

a new TV campaign that borrowed a tack from its 

failed Captain Morgan Gold malternative which 

asked: “Got a little Captain in you?” Grey Worldwide, 

New York, handles. Captain Morgan’s Parrot Bay rum also 

rolled new ads tagged: “The bird is calling” as well as mango and 

pineapple flavors to flank its original coconut offering. 

Allied Domecq’s Malibu Caribbean rum, which competes 

directly against Parrot Bay, launched a $12 million campaign last 

month plus pineapple and mango line extensions of its own. Its 

“Seriously Easy Going” campaign, via Publicis, New York, puts 

* Figures rounded to the nearest tenth Sources: Impact Databank Review & Forecast 2004 (sales in millions of cases); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


COMPANY NAME, 

LOCATION 


people in situations that make them see the need to take life less 

seriously in two cable TV and radio spots now airing. 

Allied Domecq has been extremely active on the product innovation 

front, launching the Kahlúa Drinks-To-Go line of premixed 

cocktails with holiday ’03 TV spots, concocted by Publicis, 

London, under the brand’s “Unleash it” campaign. It also 

bowed its Kuya “fusion” rum with a $20 million “Do ya Kuya?” 

campaign across print, radio and outdoor. Wet by Beefeater also 

found its way to shelves, with photographer Helmut Newton 

shooting three print ads for Publicis, New York. 

Shooting for the super-premium vodka crowd, Absolut 

launched a new brand of vodka called Level, accompanied by a 

$10 million print and cable TV campaign via TBWA\ Chiat\Day, 

New York and the tag “One sip, you'll know a new level.” 

Finlandia, the imported vodka pioneer, created a new campaign 

last year called “Refresh,” which parent Brown-Forman 

hopes can help stave off copious competition. (Sibling brand 

Southern Comfort also got a new effort with ads that focus on 

M.W. Heron, the New Orleans bartender who created the spirit 

in 1874.) Other vodka entries are on their way, 

including Seagram’s Platinum Select 100 proof 

vodka from Pernod Ricard USA. 

The influx of new brands and extensions is a 

byproduct of the fast-growing category: U.S. sales 

of spirits grew 3% last year, per Impact, versus a 

2.5% gain in 2002. 

One segment witnessing a resurgence is cognac, 

which has become a favorite of club goers and 

urban consumers. Allied Domecq’s Courvoisier, 

an early winner of shout-outs by rap artists, added 

Fonzworth Bentley, the alter ego of dancer and 

comedian Derek Watkins, to its ad lineup, via 

GlobalHue, Southfield, Mich. 

Straight shot: Absolut goes 

Pernod Ricard, also opportunistically unfurled 

super-premium with Level. 

its new “Rise Above” campaign, via Brand Architecture 

International, New York, last September to give its stagnant 

Martell brand a boost. The company also rallied behind Chivas 

Regal with a $40 million global effort called “The Chivas Life” 

that targets a more mature consumer with aspirational messages. 

And one last nod: to cognac mixers. The segment got a shot 

in the arm last month as Alizé followed the success of Heaven 

Hill Distilleries’ Hpnotiq by bowing Alizé Bleu. B 

LEAD AGENCY, 

LOCATION 

LIQUOR 

1. Bacardi Bacardi USA, Miami Davidandgoliath, LA 8.1 $12.5 6.87 77% 6.54 54.3 

2. Smirnoff Diageo N.A., Stamford, CT J. Walter Thompson, NY 7.2 10.5 6.65 69% 6.31 51.0 

3. Absolut Absolut Spirits, NY TBWA\Chiat\Day, NY 4.5 33.0 7.07 58% 7.12 58.0 

4. Captain Morgan Diageo N.A., Stamford, CT Grey, NY 4.2 15.1 6.76 46% 6.59 52.4 

5. Jack Daniel’s Brown-Forman, Louisville, KY Arnold, St. Louis 3.9 18.7 6.89 71% 6.17 51.7 

6. Jose Cuervo Diageo N.A., Stamford, CT Arnell, NY 3.2* 11.4 6.95 55% 6.42 52.5 

7. Crown Royal Diageo N.A., Stamford, CT Grey, NY 3.2* 22.5 6.96 57% 5.90 48.8 

8. E&J E&J Gallo, Modesto, CA In-house 2.9* N/A 6.50 17% 6.22 49.3 

9. Jim Beam Jim Beam Brands, Deerfield, IL BBDO, Chicago 2.9* 5.6 6.62 63% 5.55 45.5 

10. Seagram’s Gin Pernod Ricard USA Brand Architecture, NY 2.8 2.0 6.37 48% 5.47 43.4 

TOTAL 

SALES 

(cases) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

www.brandweek.com


BRAND 

Colas Stuck in the Middle, 

As Alternatives Wring Sales 


Another year, another cola gimmick. Staving off declining cola 

sales is taking a good deal of creativity these days. Last year, 

it was the battle of the vanilla contenders. This year, it’s the 

clash of the mid-calorie colas. The fact that cola sales are declining 

is unavoidable; however, the biggest players believe that growth isn’t 

hard to find—if you continue to innovate. 

That’s why most of the buzz currently surrounds 

Pepsi Edge and Coca-Cola’s C2. Some serious jockeying 

has taken place in an effort to be first to market. 

Pepsi initially prepped for an August launch. 

But Coke outmaneuvered its rival, launching C2 this 

month and forcing Pepsi to step up its own timetable 

to June. Pepsi Edge ads are being handled by 

BBDO, New York, while Berlin Cameron/Red Cell, 

New York, is responsible for C2. Both are winning 

media budgets in the $30 million range. Coke spent $23 million 

to roll Vanilla Coke in 2002 vs. Pepsi’s $27 million 

outlay for Pepsi Vanilla, per TNS/CMR. 

Mid-cal Dr Pepper and 7 Up entries are being 

mulled by Cadbury Schweppes, which also is 

toying with a vitamin-added soda dubbed 7 Up 

Plus. Coke is looking at a mid-cal Fanta. 

The mid-market mania is aimed at capturing 

consumers who don’t like the calories of regular 

colas, nor the taste of diets. Analysts question 

the long-term viability of such a strategy, noting 

that most consumers will be defecting from exist- 

ing brands, as well as the fact that Pepsi tested a 

similar offering a decade ago with little success. 

That the cola giants are looking to dieters comes 

as no surprise. Nearly every food category has been affected by the 

low-carb trend. Soda is no different, as diet drinks continue to greatly 

outperform regular colas. Coke Classic volume dwindled 3% last 

year while Pepsi-Cola dipped 4.5%, per Beverage Digest, Bedford 


COMPANY NAME, 

LOCATION 

BEVERAGES 

Hills, New York. Classic still reigns in the cola wars, owning 18.6% 

of carbonated soft drinks compared to Pepsi’s 11.9%. 

Meanwhile, Diet Coke and Diet Pepsi grew 5% and 6.1%, 

respectively. Diet Coke remains the third best-selling soft drink 

with a 9.4 share vs. Diet Pepsi’s 5.8 share. 

Hoping to add to that momentum, Diet Coke kicked off new 

“It’s a Diet Coke thing” ads last month, via FCB, New York, starring 

sexy actress Kate Beckinsale and Oscar winner Adrien Brody. 

Diet Coke, which will increase its spend this year, saw $5 million 

in support in 2003, per TNS/CMR, compared to the $24 

million allocated for Diet Pepsi. 

To ensure its diets aren’t losing out to flavored options, Diet 

Coke with Lime rolled nationally in January with radio, outdoor 

and POP, via Grey, Atlanta. 

Over in lemon-lime territory, troubled Sprite got an influx 

of energy from a new 10-inch-tall spokescharacter, Miles Thirst. 

The smart-mouthed puppet, developed by Ogilvy & Mather, 

New York, stars in ads with NBA phenomenon LeBron James 

and serves as the centerpiece of an eight-month 

under-the-cap “Thirst Out” promotion, where 

consumers can win Blockbuster rentals and 

music downloads. 

Sprite’s biggest success, however, was its 

Remix flavors, which sold 55 million cases last 

year—and more than made up for the core 

brand’s losses; a Diet Sprite to be repackaged 

as Sprite Zero is also being considered. 

Sprite’s woes are partially owed to Pepsi, 

which opened the spigots for plenty of “Yeah, it’s 

kind of like that” ads for Sierra Mist from BBDO, 

Will Miles add up?: Sprite’s new 

New York. In its second year of nationwide avail- 

spokescharacter must deliver 

ability, and powered by $47 million in media last 

year (up from $25 million), Mist gained traction as a solid lemonlime 

answer to Sprite and 7 Up. Sierra Mist, which grabbed a 

1.4 share of the category, passing 7 Up’s 1.2%, should also benefit 

via a tie-in with DreamWorks’ Shrek 2 this month as it did 

LEAD AGENCY, 

LOCATION 

GENERAL 

1. Coca-Cola Classic Coca-Cola, Atlanta Berlin Cameron/Red Cell, NY $1,889.4 $107.7 7.21 99% 8.19 70.9 

2. Pepsi PepsiCo, Purchase, NY BBDO, NY 1,210.3 89.9 7.02 97% 7.87 67.6 

3. Diet Coke Coca-Cola, Atlanta FCB, NY 950.5 4.9 6.58 89% 6.53 55.9 

4. Mountain Dew PepsiCo, Purchase, NY BBDO, NY 638.7 37.0 6.49 90% 6.41 54.5 

5. Sprite Coca-Cola, Atlanta Ogilvy & Mather, NY 598.5 19.9 6.86 95% 7.79 64.7 

6. Diet Pepsi PepsiCo, Purchase, NY BBDO, NY 586.0 24.0 6.49 85% 6.39 54.2 

7. Dr Pepper Cadbury Schweppes, London Young & Rubicam, NY 573.7 66.8 6.83 92% 7.15 60.4 

8. Caffeine Free Diet Coke Coca-Cola, Atlanta FCB, NY 171.7 N/A 6.28 74% 5.89 48.3 

9. Sierra Mist PepsiCo, Purchase, NY BBDO, NY 140.2 46.6 N/A N/A N/A N/A 

10. 7 Up Cadbury Schweppes, London In review 126.3 24.7 6.92 97% 7.67 64.2 

TOTAL 

SALES 

(cases) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: Beverage Digest (sales in millions of cases); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com

BEVERAGES 

from a holiday promotion with Universal’s Cat in the Hat. 

Poor 7 Up—sales have been abysmal since the brand was booted 

out of the Pepsi bottling system in favor of Mist last January. Mist’s 

volume was up 88%, while 7 Up was down 27.6%. Sprite still leads 

the category with a 5.9 share despite a 5% dip in volume. New 7 

Up ads are due this year, possibly from a new agency. The changes 

are not just due to waning sales but also a sweeping management 

shift by parent Cadbury Schweppes, which appointed new overseers 

at Dr Pepper/Seven Up, Snapple Beverage Group and Mott’s. 

New CEO Gilbert Cassagne named former Yum! Brands exec 

Randy Gier as evp-marketing. Gier wasted no time making his presence 

known, unexpectedly dismissing seven-year Snapple agency 

Deutsch in favor of Cliff Freeman and Partners, both New 

York. 7 Up’s ad account is now up for grabs with longtime 

agency Young & Rubicam still in the mix. Current tag: 

“Make 7 Up Yours.” 

On the management front, Coca-Cola joined Cadbury 

in the “sweeping” changes department. Coke, 

which has suffered a leadership vacuum in the post- 

Roberto Goizueta era, made a big production out of 

its search of outside candidates to replace departing 

chairman/CEO Douglas Daft—only to select retired executive 

E. Neville Isdell. President/COO Steve Heyer, who 

was passed over for the post, will now exit. Donald 

Keough, whom many consider the driving force behind 

Coke’s moves, returned to its board of directors this year. 

Oddly enough, Coke’s “Real” effort, via Berlin 

Cameron/Red Cell, New York, is its first well-received 

marketing campaign in recent history. “Real” appears 

to have found the staying power that several failed 

Coke campaigns lacked. The brand also scored big 

by aligning itself with the pop culture phenomenon, American 

Idol. For the key selling season, Coke has launched an “Unexpected 

Summer” promotion which uses GPS technology to select 

prizewinners for booty that includes a Chevy Equinox and Disney 

vacations. 

Not to be outdone by its embattled rival, Pepsi uncapped a 

new ad strategy last November that stresses how its cola goes 

well with food. The “Pepsi. It’s the cola” ads from BBDO, New 

York, have featured a mix of characters from comedian Dave 

Chappelle to kids dressed in life-size hot dog outfits. New ads 

are on the way starring super group Destiny’s Child. 

On the entertainment front, Pepsi is reprising two successful 

BRAND 

COMPANY NAME, 

LOCATION 

Mid-cal mania: Pepsi 

Edge takes on Coke’s 

C2 this summer. 

LEAD AGENCY, 

LOCATION 

summer programs: Pepsi Smash, a live music show à la 

American Bandstand, is airing on the WB while Pepsi Play for a 

Billion 2 will air on ABC. The company will tie in with the Warner 

Bros. holiday film Polar Express. In a high-profile promotion 

that had its share of code-sharing bumps, Pepsi linked with Apple 

iTunes to give away free music downloads; it also renewed a 

deal with the National Football League through 2011. 

Pepsi’s second biggest trademark, Mountain Dew, is immersed 

in a six-month continuity program called Dew U that targets 

the college set with ads starring NBA Orlando Magic star Tracy 

McGrady. In April, Dew revisited its orange LiveWire extension, 

which got $59 million in media last year, and created a show 

called MDN—the Mountain Dew Network for Spike TV. 

PepsiCo remains the non-carb champ with its 

Gatorade, SoBe and Starbucks brands owning 45.6% 

of the segment (water was not included) compared 

with Coke’s 28.4 share. 

Gatorade has refurbished packaging 

with silver labels and caps as part of a 

summer tie-in with ESPN’s 25th anniversary 

and has tapped the NFL’s Kansas City 

Chiefs Dante Hall to help launch its X-Factor 

line (as in unexpected flavor) this year. 

Sales of Gatorade’s Propel fitness water hit 

$200 million last year and were further aided by a $35 

million-plus national campaign, via Element 79, Chica- 

go, that has brought its “Drip” characters to outdoor settings. 

Water leaders Aquafina from Pepsi and Coke’s Dasani 

are still posting double-digit volume growth of 20.8% 

and 21.9%, respectively. Still, both are embroiled in a 

costly price war. To fortify Aquafina, Pepsi is readying ads from new 

agency BBDO, New York, and is testing H2OH, a value-priced 

entry, for a likely two-pronged attack. Dasani, meanwhile, is bringing 

back its “Can’t live without it” ads from Berlin. Coke also grew 

its Dannon water brand volume 103%, but could do little to help 

Evian, which fell another 20%, giving it a meager 1.8% share. 

In the tea segment, AriZona is on its way to passing Snapple for 

the No. 2 slot. Category leader Lipton Brisk ties in with MTV for a 

summer “Live the Life” promo dangling a Caddy Escalades, XM 

Satellite radios and other prizes. Snapple, which nailed a five-year, 

$166 million deal to sell juices, water and teas to New York City, 

launched a final round of its quirky “Bottles Personified” ads. B 

TOTAL 

SALES 

(millions) 


MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

NEW AGE/SPORTS/WATER 

1. Gatorade PepsiCo, Purchase, NY Element 79, Chicago $2,216.0 $114.3 6.85 89% 7.22 60.1 

2. Aquafina PepsiCo, Purchase, NY BBDO, NY 936.0 24.4 6.73 73% 7.25 58.2 

3. Dasani Coca-Cola, Atlanta Berlin Cameron/Red Cell, NY 834.0 18.7 6.68 74% 7.35 58.6 

4. Lipton PepsiCo, Purchase, NY J. Walter Thompson, NY 681.6 N/A 7.12 92% 8.00 65.8 

5. Snapple Cadbury Schweppes, London Cliff Freeman and Partners, NY 487.6 9.3 6.72 81% 7.34 58.8 

6. Minute Maid Coca-Cola, Atlanta Doner, Southfield, MI 479.4 12.7 7.10 88% 8.00 69.0 

7. Powerade Coca-Cola, Atlanta Weiden + Kennedy, Portland, OR 380.3 9.5 6.49 61% 6.70 52.4 

8. Poland Spring Nestlé Waters, Greenwich, CT McCann-Erickson, NY 375.9 3.4 6.80 41% 7.53 61.2 

9. AriZona Ferolito, Vultaggio, NY In-house 333.4 N/A 6.58 52% 6.95 54.1 

10. Nestea Coca-Cola, Atlanta Berlin Cameron/Red Cell, NY 310.3 10.2 6.72 85% 7.27 58.4 

EQUITY 

Sources: Beverage Marketing Corp. (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com JUNE 21, 2004 S31


BRAND 

Microsoft Tries to Pare Apple; 

B2B is the Place to Be, Again 

By Scott Van Camp 

It’s a great time to be in the PC business, as long as you’re 

peddling products other than PCs. In other words, it’s good 

to have the PC pedigree, but if you don’t diversify beyond 

the low-margin items, you’re in trouble. Case in point: Apple 

Computer, which makes more money off its iPods than its iMacs. 

Apple’s not the only one. Even PC market leader 

Dell has diversified, rolling out printers, peripherals, 

MP3 players and what seems to be the obligatory 

PC maker alternative product, the LCD 

television. Why the flight from PCs? While the 

top U.S. PC vendors have seen their units shipped 

rise over 15% from 2002 to 2003, per research 

firm IDC, Framingham, Mass., revenues are flat 

because of price drops. 

“If you look long-term, it’s a much more mature 

category, and it’s very competitive with low margins,” 

said NPD Intelect analyst Stephen Baker. “None of these companies 

are immune to that.” Consumer electronics is hardly an 

oasis from price pressure, but it’s attractive to PC vendors because 

the margins are higher and the manufacturing transition is easy; 

many of the same PC parts suppliers can be utilized, said Baker. 

In what could be a case of history repeating itself, Microsoft 

is looking to usurp Apple’s lead. Microsoft is expected to launch 

a marketing effort this fall touting its Windows XP operating system 

as a digital media and home entertainment enhancement, 

said Matt Rosoff, analyst at research firm Directions on Microsoft, 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

COMPUTERS 

Kirkland, Wash. Microsoft is also challenging Apple by fine tuning 

its digital rights management software for movies and music, 

making it compatible with more devices and online services. 

Elsewhere, the good news is that businesses are loosening 

their IT purse strings, and ad spending in the category is on the 

rise. After a downward spiral that began in 2001, IT ad spending 

was up 9% in 2003, at $2.4 billion, from $2.2 billion in 2002, 

per TNS/CMR, and analysts expect that number to go up if tech 

can keep the momentum going and if the economy continues 

its forward march. 

Four out of our five software players increased their media 

spends in 2003. The fifth, Computer Associates, struggled with 

accounting irregularities. Perennial leader Microsoft may have 

lost some brand luster thanks to the growing threat of the Linux 

operating system, an antitrust fight with the European Union 

and launch delays of its much-touted new operating system, 

Longhorn (now scheduled for 2006), though product delays 

are nothing new at Microsoft. 

One software market that’s gaining appeal is security. Big players 

like Computer Associates and Hewlett-Packard have joined 

category leaders Symantec, Network Associates and Trend Micro 

in the security space. All have seen significant gains in the past 

year and a half, thanks (or no thanks) to numerous virus and 

worm outbreaks that have affected both business and consumers. 

Don’t be surprised to see a security company break into the 

Superbrands list in the near future. Microsoft, however, could spoil 

the party by adding antivirus and firewall capabilities directly 

into its operating system. B 

SOFTWARE 

1. Microsoft Microsoft, Redmond, WA McCann-Erickson, SF & NY $32.2 $455.6 7.03 94% 8.30 68.2 

2. Oracle Oracle, Redwood City, CA Grey, NY 9.5 30.1 6.52 29% 5.70 45.4 

3. SAP SAP, Frankfurt, Germany Ogilvy & Mather, NY 8.8 19.3 6.13 12% 5.32 43.7 

4. Computer Associates CA, Islandia, NY Young & Rubicam, NY 3.1 45.9 6.15 20% 5.88 44.5 

5. PeopleSoft 

HARDWARE 

PeopleSoft, Pleasanton, CA BBDO, NY 2.3 14.8 6.13 19% 5.03 39.0 

1. IBM IBM, Somers, NY Ogilvy & Mather, NY $89.1 $333.6 6.95 80% 7.15 59.7 

2. Hewlett-Packard HP, Palo Alto, CA Goodby, Silverstein, SF, others 73.1 426.5 6.87 89% 7.13 59.3 

3. Dell Dell, Round Rock, TX DDB, Chicago 41.4 387.9 7.06 85% 7.50 62.5 

4. Intel Intel, Santa Clara, CA Euro RSCG MVBMS, NY 30.1 115.7 7.16 68% 7.64 61.7 

5. Motorola Motorola, Schaumburg, IL Ogilvy & Mather, New York 27.1 25.1 6.63 45% 6.30 50.3 

6. EDS EDS, Dallas Fallon, Minneapolis 21.6 6.7 N/A N/A N/A N/A 

7. Cisco Systems Cisco, Santa Clara, CA Ogilvy & Mather, NY 18.9 54.9 6.90 35% 6.39 50.7 

8. Sun Microsystems Sun Microsystems, Palo Alto, CA Arnell Group, NY 11.4 11.8 6.75 32% 6.14 49.9 

9. Apple Apple, Cupertino, CA TBWA\Chiat\Day, Marina del Rey, CA 6.2 110.4 6.55 65% 5.26 44.6 

10. Gateway Gateway, San Diego Leo Burnett, Chicago 3.4 147.5 6.46 74% 6.03 49.5 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: Brandweek research (sales); TNS/CMR (media); Total Research: QxFxPI=E (see key, page S18) 

www.brandweek.com

CONSUMER ELECTRONICS 

The Digital Revolution Will Be 

Televised in High-Definition 


Only a few years ago, consumer electronics experts were 

lamenting a slumping industry. Now, with surging sales 

of digital TVs and the growth of digital imaging, not to 

mention a must-have hit in Apple’s iPod digital music device, the 

category is enjoying a resurgence. 

Sales of consumer electronics are expected to reach $101 billion 

in 2004, up from $96.3 billion last year, per the Arlington, 

Va.-based Consumer Electronics Association. Next year, the 

group predicts, the category could grow another $5 billion. 

Set prices on digital TVs—which include high definition 

(HDTV), enhanced definition and standard definition—continue 

to fall about 2% per month, with a current average of $1,500. 

As a result, manufacturer-to-dealer sales of DTVs grew 79% in 

the first quarter of 2004, reaping revenue of more than $2.1 billion 

on unit sales of about 1.4 million. 

“Digital TVs are more popular than American Idol and Shrek 2 

put together,” said Jeff Joseph, a spokesperson for the CEA. 

“Prices are coming down, there’s more content 

for viewing and more [models] in the 

marketplace. It’s going to stay hot.” 

Another potential aid to growth: This 

summer, manufacturers are rolling out 

“cable-ready” DTVs that allow consumers 

to receive digital programming from their 

cable providers without having to buy a separate 

set-top box. By year’s end, more than 

one million cable-ready sets are expected to 

be sold domestically. TiVo also plans to 

enter this arena by allowing users to down- 

load movies and music via the Web. 

Marketers, meanwhile, are finding new 

ways to drive consumers to stores. Panasonic, 

for instance, went after moms, dads and college grads with 

ads for its D-snap camera, with the first leg of its $50 million “Fascinating 

people, fascinating products” campaign, via Grey 

Worldwide, New York. The ads show celebrities like rap mogul 

Russell Simmons using the camera, continuing Panasonic’s 

“Ideas for life” tag with Christian Slater as the voiceover. 

Sony, too, used a little star power to tout its CyberShot digital 

camera. Aerosmith’s Steven Tyler stars in a new TV spot, 

via Young & Rubicam, New York, with the tag: “Like no other.” 

Previously, Sony relied on the fictional “Lewis” family to 

BRAND 

COMPANY NAME, 

LOCATION 


show how its products fit into people’s everyday lives. 

Samsung is currently looking for a new global agency for its 

$400 million account. It launched a new spot in April, via FCB, 

New York, that urged consumers to “Experience the power within,” 

dispensing with its long-running “Digitall” tagline. The company 

is sponsoring the Olympic torch relay at the 2004 Summer 

Games in Athens. 

Naming Colby & Partners as its agency (with a 

new office soon to open in New York), Sharp Electronics 

is expected to roll new ads that focus on 

its line of Aquos LCD televisions. Its current tag, 

“Be sharp,” replaced the iconic, “From Sharp 

minds come sharp products.” 

LG Electronics is looking to put its brand on 

the map with a three-year, $300 million “Life’s 

Good” campaign, via Ogilvy & Mather, New York. 

The Korean company is relatively new to Americans 

and is aiming to position itself as the premier high-end consumer 

electronics brand. LG plans to use its better-known brand, 

Zenith, to manufacturer mid-range digital 

products. 

JVC has also been making more noise in 

the marketing arena. Last year it debuted its 

$20 million, star-studded “The perfect 

experience” ad campaign, via E2AMP, Los 

Angeles. Producer Jerry Bruckheimer, 

extreme sports star Shaun Palmer and multiplatinum 

band Nickelback all starred in 

print ads for an array of products. 

Elsewhere in the category, the burgeoning 

satellite radio industry received some 

It’s a snap: Showing ease of use, Simmons unexpected hype thanks to embattled morn- 

stars in ads for Panasonic’s digital camera. ing radio shock jock Howard Stern. Fined 

by the FCC and dropped by several Clear 

Channel Communications stations, Stern believes his “days are 

numbered” at Viacom and has repeatedly said he may jump to 

either XM Satellite Radio or Sirius Satellite Radio, both of which 

have been growing steadily. 

Sirius, with about 270,000 subscribers in the first quarter, 

is shooting for one million this year. XM Satellite Radio has 

about 1.7 million subscribers. Earlier in the year, Sirius selected 

Doner, Southfield, Mich., to handle its estimated $30 million 

account. The brand’s playful ads have featured former 

Baywatch star Pam Anderson. B 

LEAD AGENCY, 

LOCATION 

1. Hitachi Hitachi, Brisbane, CA Lambesis, Carlsbad, CA $81.4 $12.6 6.48 45% 6.84 52.3 

2. Sony Sony, Park Ridge, NJ Young & Rubicam, New York 72.1 81.4 7.33 88% 8.18 67.4 

3. Panasonic Panasonic, Secaucus, NJ Grey, New York 71.9 47.0 6.88 78% 7.42 59.4 

4. Philips Philips, Atlanta DDB, New York 29.0 108.3 6.69 55% 7.14 56.2 

5. LG Electronics LG, Englewood Cliffs, NJ Ogilvy & Mather, New York 20.2 39.7 N/A N/A N/A N/A 

Sources: Brandweek research (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

Amid Changing Demos, 

A Burst of Skin Tones, Colors 


Cosmetics makers are finally taking pains to broaden their 

portfolios with additional brands and sublines geared 

toward African Americans, Hispanics and other women 

of color. The trend goes for mass-market as well as department 

store brands, which are both seeing high-profile 

introductions boasting an array of skin 

tones and starpower. 

According to 2000 Census data, 

there were 35.3 million Hispanics and 

34.7 million African Americans in the 

U.S. The cosmetics industry is now 

playing a game of catch-up to these 

potent demographic trends. 

Foundation products have been 

the most limited in the past, so brands 

from Maybelline to Lancôme have launched new 

shades to accommodate broader color palates— 

perking up lackluster category sales in drug stores 

and mass outlets along the way. 

Within mass brands, those include new lines 

with a more varied color selection such as Maybelline’s 

Wonder Finish, L’Oréal’s Tru Match, Cover Girl’s Tru 

Blend makeup (touted for easily matching virtually all skin 

tones), plus added color SKUs from Revlon. On the prestige 

* Sum of top 15 SKUs Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


COMPANY NAME, 

LOCATION 

COSMETICS and FRAGRANCES 

side, big introductions came from Estée Lauder, which expanded 

its lineup with a larger number of colors for all new foundations, 

and Lancome’s Color I.D. foundation, which bowed 

earlier this year. 

African American consumers and others with coarse hair have 

had an easier time finding appropriate haircare products. 

Nonetheless, as with color cosmetics, the major 

manufacturers and top-selling brands have increasingly 

become more inclusive in their product portfolios 

(see “Health & Beauty,” page S52). 

Overall, the men’s fragrance category, which 

was up 9% last year at mass merchants, has been 

invigorated by deodorant body sprays, like 

Unilever’s Axe and, to a lesser degree, Procter 

& Gamble’s Old Spice, targeting males in their 

teens and early 20s. Now the No. 1 men’s fragrance 

brand, Axe was up almost three-fold in ’03 vs. ’02, 

with the arrival of new scents. 

Women’s fragrances, however, present a less rosy 

picture, with sales more lackluster than ever. While 

Color splash: New lipsticks Coty introduced some new scents and body care 

last longer, mix shades. products under its Healing Garden brand to provide 

a sales boost in 2004, results (which do not 

include Wal-Mart figures) were down a dismal 15% last year. 

With the category as a whole down 6.4% in 2003, private label 

brands, which collectively lead the category, were the only SKUs 

LEAD AGENCY, 

LOCATION 

COLOR COSMETICS* 

1. Cover Girl P&G, Cincinnati Grey, New York $283.1 $118.6 6.75 67% 6.30 52.2 

2. Maybelline Maybelline, New York Gotham, New York 260.9 99.8 6.55 65% 6.45 51.2 

3. Revlon Revlon, New York Deutsch, New York 242.8 99.9 6.63 67% 6.15 49.3 

4. L’Oréal L’Oréal, New York McCann-Erickson, New York 167.4 124.0 6.61 55% 6.25 49.5 

5. Max Factor 

EYE COLOR* 

P&G, Cincinnati Leo Burnett, Chicago 28.8 41.0 N/A N/A N/A N/A 

1. Maybelline Expert Eyes Maybelline, New York Gotham, New York $52.4 $0.0 6.53 45% 6.24 49.4 

2. Maybelline Great Lash Maybelline, New York Gotham, New York 49.9 9.5 6.56 36% 6.30 49.2 

3. Cover Girl Eye Enhancers P&G, Cincinnati Grey, New York 28.4 7.7 6.47 39% 5.82 45.4 

4. L’Oréal Voluminous L’Oréal, New York McCann-Erickson, New York 27.0 N/A N/A N/A N/A N/A 

5. L’Oréal Infinite Wear 

LIP COLOR* 

L’Oréal, New York McCann Erickson, New York 23.9 N/A 6.46 28% 6.26 48.6 

1. Cover Girl Outlast P&G, Cincinnati Grey, New York $49.0 $29.7 6.54 38% 6.00 46.5 

2. Revlon Super Lustrious Revlon, New York Deutsch, New York 36.0 5.0 6.32 39% 5.84 45.4 

3. L’Oréal Endless L’Oréal, New York McCann-Erickson, New York 31.6 12.3 6.34 41% 5.79 46.2 

4. Max Factor Lipfinity L’Oréal, New York Leo Burnett, Chicago 28.8 9.5 6.55 31% 5.94 46.7 

5. L’Oréal Colour Riche L’Oréal, New York McCann-Erickson, New York 25.1 0.0 6.31 42% 5.95 46.9 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

www.brandweek.com

COSMETICS and FRAGRANCES 

to post an increase last year. (Within cosmetics and fragrances, 

private label is a chain’s own product, bearing a “brand” name, 

as in Duane Reade’s Apt. 5 line.) 

Reaching down to a more fertile segment, marketers have 

made teen and tween girls a priority with makeup and specialty 

toiletries such as flavored lip balm and fragrances, mostly via 

licenses with candy or snack brands (such as Bubble Yum, Snapple 

and Tootsie Roll). Deals with young celebrities abound. 

Mary-Kate and Ashley Olsen, for example, sold their fragrance 

exclusively through Wal-Mart and began expanding the brand 

to other outlets this past spring. (The Olsens have a licensing 

deal with Coty). In the prestige area, department store brand 

Elizabeth Arden will look to lure females in their 

teens to mid 20s via a license with Britney Spears 

launching this fall. 

One by one, celebrities have taken the place of 

supermodels and designers in the cosmetics and 

fragrance arena (think J. Lo’s two fragrances, 

Celine Dion’s perfume and an upcoming fall 

launch from Sean “P. Diddy” Combs for men). 

Beyond licensing, beauty marketers have been 

striking deals with actors and entertainers as 

brand spokesmodels. Among the notables: actress 

Nicole Kidman (Moulin Rouge, The Stepford Wives), 

who has a contract with Chanel to appear in ads 

this fall for its classic scent Chanel No. 5; and 

actress Scarlett Johansson (Lost in Translation), 

who will appear in ads for a new Calvin Klein fragrance. 

(Don’t feel sorry for the models. Tyra 

Banks has her own TV show). 

Revlon continues to struggle financially, posting 

losses for 22 consecutive quarters, but is hoping that a 

revamped advertising campaign will help change its fortunes. An 

$80-100 million umbrella campaign launched in April, via 

Deutsch, New York, steps away from product and benefit-driven 

ads, and was shot to resemble romance movie trailers. Featuring 

spokesmodels Halle Berry, Julianne Moore and Eva 

Mendes, the effort aims to create an emotional link with women, 

as executions use stirring Italian music and convey an image of 

giving viewers a peek into the celebs’ lives. 

BRAND 

COMPANY NAME, 

LOCATION 


As for products, Revlon is streamlining its blush offerings next 

year, which may result in better inventory control. Cheek color 

is one of the smaller subcategories in makeup, as women buy 

blush less than, say, lipstick or mascara. 

Simply called Revlon Blush, a powder, cream and bronzer 

version rolled earlier this year and may ultimately replace 

other SKUs. Additionally, this spring Revlon added Super 

Lustrous Lip Gloss (to complement its best-selling lipstick of 

the same name), and New Completion One-Step Makeup compact 

(with two color palettes in one compact for better skintone 

matching). That product is being played up for its “shade 

precision,” as the average skin “has many subtle color differences,” 

per materials. 

Revlon has also been active with 

TV promotions and movie tie-ins. In 

2002, it launched several limited-edition 

color collections to coincide 

with the James Bond movie Die 

Another Day. Its most recent movie 

partner, Havana Nights, was barely 

visible and had a limited box office 

run last fall. That celluloid disappointment 

might have kept Revlon 

from riding along with Halle Berry in this summer’s 

Catwoman from Warner Bros. 

Thankfully, beauty marketers have less expensive 

tie-in options with the rise in reality and 

makeover shows, such as ABC’s Extreme Makeover 

Hopeful glimmer: J. Lo’s Glow and Bravo’s Queer Eye for the Straight Guy. The lat- 

adds luster to a flat market. ter program has featured many small and niche 

hair and skincare brands, but has also gotten 

major manufacturers to sign on. Among the closet-full of Queer 

Eye beauty placements/endorsements: Paul Mitchell and Redken 

hair products; Norelco’s Advantage shaver, nose hair trimmer 

and beard trimmer; Johnson & Johnson’s Neutrogena 

Instant Bronze (for sunless tanning); Church & Dwight’s Arm 

& Hammer deodorant, and one of Gillette’s Oral-B electric 

toothbrushes. Toss in the Crest Whitestrips, bath salts and other 

branded products and you’ve got a beauty products showcase 

any marketer would love. B 

LEAD AGENCY, 

LOCATION 

WOMEN’S FRAGRANCES 

1. Private Label N/A N/A $34.6 N/A N/A N/A N/A N/A 

2. Calgon Coty, New York Badger Kry, New York 23.4 $6.2 6.43 39% 6.11 47.9 

3. Healing Garden Coty, New York Badger Kry, New York 13.3 7.3 6.73 15% 7.51 57.2 

4. White Diamonds Elizabeth Arden, New York Goodby Silverstein, SF, 11.0 3.3 6.51 35% 5.53 45.6 

5. Body Fantasies 

MEN’S FRAGRANCES 

Parfums De Coeur, Darien, CT In House 9.1 4.9 6.31 17% 6.22 47.9 

1. Axe Unilever, Greenwich, Conn. Bartle Bogle Hegarty, NY $50.9 $26.4 N/A N/A N/A N/A 

2. Old Spice P&G, Cincinnati Saatchi & Saatchi, New York 18.6 4.1 6.32 77% 5.32 45.7 

3. Gillette Series Gillette, Boston BBDO, New York 12.4 4.4 N/A N/A N/A N/A 

4. Coty Stetson Coty, New York Unassigned 10.8 11.5 6.12 45% 5.36 43.1 

5. Brut Helen of Troy, El Paso, TX N/A 10.7 N/A 5.92 51% 4.81 38.5 

Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

A Latte with That Purchase? 

New Programs Entice Users 


The credit card industry could share a theme song with those 

old Sex and the City promos: “How do you like it, How do 

you like it? More, more, more.” The major companies all 

vied for customers in 2003 by offering new rewards and rebates, 

as well as splashy promotions promising cool prizes or once-ina-lifetime 

experiences. 

Each company’s gross dollar volume went up 

last year, with American Express recording the 

largest percentage gain (up 12%) and Visa topping 

$1 trillion for the first time. Now that most consumers 

have and use credit cards (on average they 

have 10 total), card marketers faced the dual challenges 

of keeping existing customers and luring 

market share away from checks and cash. 

For existing customers, companies introduced 

innovative rewards programs. “Card companies are giving 

consumers the option to make rewards more specific and not 

as generic,” said David Robertson, publisher 

of the consumer payment industry newsletter 

The Nilson Report. “They are moving 

beyond the aspirational, like frequent flier 

miles, to the practical, which could be cash 

back at a gasoline station, gifts of merchandise 

or discounts at participating merchants.” 

One example is Visa’s new Duetto card in 

partnership with Starbucks, which functions 

like a regular Visa card letting users earn cash 

rewards redeemable at the coffee chain, and 

also serves as a reloadable Starbucks card. 

“We’re making it more relevant to [the individual] as people 

are demanding more and more of their plastic and expecting 

their cards to make life easier,” said Will Valentine, Visa’s manager 

of corporate relations. 

Other new programs included Discover’s Cashback Bonus 

Plus cards, offering up to 10% returns when redeemed at retail 

partners like Lands’ End and Cooking.com; and American 

Express’ Blue Cash card, with a 5% back rewards component. 

American Express also introduced a customized Membership 

Rewards program with private concierge service for cardholders. 

In addition, Robertson praised the company’s Open small business 

network products, whose comprehensive offerings also 

include cash-back elements. 


COMPANY NAME, 

LOCATION 

CREDIT CARDS 

“They’re doing gangbusters business with it because they’ve 

packaged an entire suite of services that a small business owner 

can tap into,” he said. Support for Open has included ads on 

NBC’s reality show The Restaurant, as well as a spot featuring 

David Collins, producer of Queer Eye for the Straight Guy. 

Card companies also are concerned with being “first in wallet,” 

hoping consumers choose their card when making a purchase. 

To entice cardholders, companies ran numerous usage copromotions 

dangling enticing prizes. MasterCard gave away a 

“trip-a-day” to Universal Studios in a tie-in with The Cat in the Hat, 

which followed a “priceless summer weekends”-themed program 

that offered a summer home prize. Visa gave away access to an 

exclusive after-hours party at Disney World as well as the “Ultimate 

Nascar Experience,” including a pace car ride. 

Discover, meanwhile, hyped its involvement with the Times 

Square New Year’s Eve ball-drop with ads and a promotion featuring 

50 “lost” orange wallets in the city. The game plan: the 

first five finders got to grab cash out of a money booth in an 

effort to land a $100,000 grand prize. 

The “first in wallet” premise also is behind 

“contactless” efforts like MasterCard’s Pay- 

Pass and American Express’ ExpressPay. 

These products, which both received local 

support in test markets in 2003, allow users 

to save time by simply “waving” their card at 

a scanner, eliminating the need for a reader. 

In an effort to draw new customers, card 

companies also pursued the young adult mar- 

ket though programs like MasterCard’s 

Doing a duet: Visa users can earn cash 

“Priceless Edge,” an essay contest which last 

and points redeemable at Starbucks. 

year offered year-long sports and music 

internships, and Visa’s “Ideas Happen,” which rewarded entrepreneurial 

ideas with a $25,000 stipend. American Express 

wooed that audience through sponsorship of a Sting concert in 

Chicago under its Blue Cash brand and other music tie-ins. 

With debit cards now accounting for 26 cents of every dollar 

paid, card companies also continued to market those programs 

via dedicated ads. Along with debit cards, prepaid gift 

cards and travel cards—like those introduced in 2003 by Discover 

and American Express, respectively—are potential drivers 

of future growth. In addition, as TV audiences continue to 

splinter, viral marketing such as American Express’ recent online 

“Seinfeld/Superman” vignettes, and event marketing, will play 

greater roles in the category. B 

LEAD AGENCY, 

LOCATION 

GROSS 

DOLLAR 

VOLUME 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

FAMILIARITY 

PURCHASE 

INTENT 

1. Visa Visa USA, SF BBDO, NY $1,100.0 $291.0 6.97 94% 7.76 65.2 

2. MasterCard MasterCard Int’l., Purchase, NY McCann-Erickson, NY 636.8 291.3 6.81 91% 7.34 61.4 

3. American Express American Express, NY Ogilvy & Mather, NY 262.1 274.0 6.52 77% 5.95 50.3 

4. Discover Discover Fin. Svcs., Riverwood, IL Goodby, Silverstein, SF 94.6 87.5 6.58 77% 6.28 52.0 

5. Diners Club Diners Club Intl., Chicago Wunderman, Chicago 9.2 2.4 5.85 38% 4.38 50.3 

QUALITY 

EQUITY 

Sources: The Nilson Report (gross dollar volume); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com


BRAND 

Brands Invade TV and Music, 

But Movies Can’t Keep Pace 

By Becky Ebenkamp 

Much like Rachel and Ross, all signs point to the continuing 

saga of TV’s full-on flirtation with branded content. 

During 2003, American Express, Coors, AT&T, Pier 1, Pepsi, 

Mitsubishi and others got more than walk-on roles in reality 

shows, while American Idol 2 contestants not only sat on Coke-red 

couches, but crooned in cheesy videos about all the 

“Fun, Fun, Fun” they were having in Fords, and 

faked orgasms for Clairol Herbal Essences shampoo. 

But in this hotbed of hookups, some sour relationships 

are creating the medium’s latest soap 

operas, drawing more attention than usual to activities 

on the small screen. 

To make room for the 16 hours of unscripted TV 

shows that will grace schedules this fall, networks 

are breaking up with the sitcom, 

a middle-aged format in need of a 

seriously extreme makeover. Only five of last 

year’s 19 new comedies will return, and the 

genre has lost such long-running ratings-grabbers 

as Friends and Frasier. That’s made for a 

lot of handwringing among advertisers over 

this year’s upfront market, which, as of this 

writing, was on track to pull in over $9 billion 

with CPM increases in the high single digits. 

Last fall, audience measurement firm 

Nielsen Media Research (which like 

Brandweek, is a unit of VNU) reported that 

in spite of all the sitcoms with plots involving 

regular guys married to hot babes, male 

viewers age 18-34 had vanished. Nielsen gauged their prime time 

viewing rate as 7.7% lower than fall 2002, or about 4.5% per night. 

In terms of the total day, viewership was down 14.7%. Where had 

all the guys gone? To videogames, to the Internet, to more active 

pursuits, some speculated, because the fall 2003 schedule was 

lacking in shows targeting young men. 


COMPANY NAME, 

LOCATION 

ENTERTAINMENT 

Concerned they might have to pay millions in make-goods to 

advertisers for missed ratings guarantees, network types deflected 

the blame from their less-than-stellar shows. They suggested 

the problem was with the auditor, not the audience. They characterized 

Nielsen’s ratings system as flawed, and asserted that a 

methodology switch had negatively affected the new numbers. In 

other words, their ratings had been consistently crappy. 

Then, the multicultural clash began. Nielsen’s plan to launch 

“local people meters” instead of its long-used diary system was 

met with heavy opposition, from Fox, among others. Networks and 

multicultural groups fear the new method undercounts minority 

viewers and ratings points, which could result in millions of lost 

ad dollars and, as a result, a drop in shows with minority casts. 

Nielsen countered that its new system would help advertisers 

better target minority viewers and assist broadcasters in tailoring 

shows to those audiences. At press time, Nielsen rounded 

up an independent task force to assess the 

changes ahead of a congressional audit. 

If TV wasn’t enough of a battleground, 

consider the turbulent music world, which 

continued its inexorable slide in 2003. There’s 

a silver lining in those clouds: Year-over-year 

music sales have risen 9.1% in the first three 

months of 2004, according to Nielsen Sound- 

Scan. Albeit pessimists will be quick to note 

that besting the dismal album sales of the past 

three years isn’t much to brag about. 

Even the most hardened cynic, however, 

Oh say can you OC: Music promo as plot would have a difficult time scoffing at the 

point was featured in Fox’s The OC. escalation of iPod Nation. Throughout 2003, 

legal downloading fueled the radio star, and 

it’s one of a few hopeful trends affecting the ailing industry. 

In April of last year, Apple launched its highly publicized 

iTunes Music Store, which allowed customers to quickly find, 

purchase and download music for 99 cents per tune. Instantly, 

the brokering of MP3s became a popular sport. “iTunes’ brand 

campaign and the cross-marketing with the iPod put them way ahead 

LEAD AGENCY, 

LOCATION 

1. Warner Bros. Time Warner, NY MediaCom, New York $1,600.0 $522.3 6.84 82% 7.12 57.9 

2. Buena Vista Walt Disney, Burbank, CA Various 1,520.0 430.2 6.72 34% 6.88 53.3 

3. Sony Pictures Sony, Culver City, CA Universal McCann, New York 1,200.0 570.5 6.79 66% 7.14 56.6 

4. Universal NBC Universal, NY OMD, New York 1,080.0 436.7 6.88 78% 7.15 58.6 

5. New Line Cinema Time Warner, NY Carat, New York 922.0 193.6 7.03 43% 7.81 61.9 

6. 20th Century Fox News Corp., NY MindShare, Denver 800.0 318.3 6.81 81% 7.45 60.3 

7. Paramount Viacom, NY In-house 697.0 478.2 6.92 79% 7.30 59.0 

8. Miramax Films Walt Disney, Burbank, CA Palisades Media, Snta Monica, CA 695.0 264.0 6.79 53% 7.36 57.1 

9. MGM/UA MGM, Los Angeles OMD, New York 360.0 188.2 6.82 78% 6.96 55.6 

10. DreamWorks DreamWorks, Univ. City, CA GSD&M, Austin, TX 247.0 122.3 7.11 58% 7.82 61.8 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: The Hollywood Reporter (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


OC: J. Lubin/FOX

ENTERTAINMENT 

of the class,” said Beth Lerch, president of The B Company, a marketing 

communications firm specializing in music. “There were other 

sites out there already, but nobody made that huge consumer 

impact, and iTunes came in and stole the stage.” 

Now, a little over a year after Steve Jobs bowed his latest venture, 

over 100 legal music downloading sites exist worldwide, 

among them eMusic.com, Musicmatch, Rhapsody, Limewire and 

even that once-demonized downloader, Napster. And they’re having 

an impact: The burgeoning online music market sold more 

than 25 million tracks from January to March 2004, per Nielsen 

SoundScan, more than the number of tracks purchased over 

the whole second half of 2003 (19.2 million). 

In more passive media, artists and labels are looking for new 

and novel ways to promote their tunes. 

TV shows are using music to such a degree that it goes beyond 

simple promotion; it’s a primary plot point in some cases. When 

Geffen band Rooney, for example, made a guest appearance on 

Fox teen drama The OC this season, the episode featured not just 

song samples and amateur artist acting, but the show’s attractive 

characters chattering about the band’s greatness, playing Rooney 

CDs in their bedrooms and attending a much-ballyhooed concert. 

NBC show Las Vegas did a similar deal with Maverick artist 

Ben Jelen. An episode featured the singer gabbing with a character 

while soundchecking for a show at the casino, and his song 


accompanied an emotional montage in which a character who 

was shipping off to Iraq said goodbye to his friends. “It was a 

heck of a placement and didn’t seem overly forced,” Lerch said. 

“Kudos to the label for working that out.” 

Network “album cards,” which list soundtrack info at a show’s 

end, definitely drive viewers to the Web site to find out the names 

of the songs, Lerch added, noting that such plugs generally create 

a two- to three-week sales bump for both new and established 

artists. “What I’m waiting to see next is for the TV shows to make 

alliances with sites and wireless companies to share on the song 

downloads they’re driving,” she said. 

Commercials continue to be a great way to get heard, too: 

Being the soundtrack to an iPod ad is nice work if you can get 

it—just ask members of the band Jet. Another artist 

embracing brands: David Bowie, who recently 

allowed Audi to “mash” something old (the classic 

“Rebel, Rebel”) with something new (“Never Grow 

Old” from his current CD) for an ad. Additionally, 

consumers were invited to create their own Bowie 

song collages and vie for an Audi TT Coupe. 

For the film world, 2003 saw its fair share of 

hits—Finding Nemo, Pirates of the Caribbean and Lord 

of the Rings: The Return of the King—but box office revenue 

fell short of its heady pace: ticket sales hit $9.42 billion in 


ENTERTAINMENT 


2003, slipping just 1% from the record $9.52 bil- 

mega partner deals. Marketers feel as if studios 

lion of the prior year. Spending on advertising 

are signing on anyone and everyone, and wor- 

by major studios, meanwhile, rose to $3.3 billion, 

ry their brands are getting lost in the shuffle 

up $200 million from the prior year with the aver- 

(and, as a result, at 99-Cent stores.) Studios are 

age price for making and marketing a film rising 

becoming more conscious of this and trying 

to a whopping $100 million. 

to resist the temptation to take on a half dozen 

For studio marketers, the high costs make it 

or more promotional partners per picture. 

imperative to find promotional partners with 

Warner Bros. reaped gains last year on its over- 

ready cash and to deftly satisfy businesses with 

hyped Matrix movies, but learned that brands 

different objectives. Merging art with commerce 

and filmmakers sometimes don’t mix. It inten- 

will always pose a challenge, but heading off 

tionally lined up only three partners—Pepsi, 

potential problems is easier for those who bring 

Kraft and Amtrak—for The Polar Express, its 

everyone, and their ideas, to the table early on. 

November 2004 tentpole. 

“We’re making an effort to come up with cre- 

Hollywood execs are also getting 

ative in the beginning; sitting with our film- 

more proactive in pitch meetings 

makers and companies we want to tie in with and 

with brand partners. Instead of 

saying, ‘Can we do this? Is this the way we want 

going in and outlining a film’s 

to go?’” said Erin Corbett, svp-domestic promotions 

for Warner Bros. Pictures, the top 

grossing studio with $1.6 billion in box office 

The color of money: Shrek 2 renews 

the jolly green franchise. 

plot, Corbett and Louise Soper, 

vp-national promotions, are armed 

with storyboards and specifics for 

last year. “We hypothetically all sign off on this 18 months in brand tie-ins and other tools to get the creative 

advance, so why not deal with it upfront to help avoid these issues juices flowing. “They’re really responding to it,” 

from coming up later?” 

Soper said. “Even if it’s not something they end up 

While flashy tie-ins abound, brands are getting fed up with using, it gets them to see how a film partnership could work.” B 



BRAND 

Say Goodbye to ‘Super-Sizing’ 

But Hello to Real Profits 


Right about this time last year, things looked grim for the 

fast food giants. McDonald’s, Burger King and others 

seemingly had no answer to shifting consumer tastes. One 

look at the burger giants today, however, shows a sharply different 

picture. Thanks to feverish product innovation, 

fresh advertising and a warm embrace of folks trying 

to live healthier lifestyles, the category has 

rebounded. 

Sales at the top 200 chains grew 5.5% to $158.3 

billion last year, per Technomic, Chicago. 

Category leader McDonald’s launched an adult 

“Go Active” Happy Meal nationwide last month, 

with a premium salad, bottled water, pedometer and 

exercise booklet. The move followed a successful 

pr push last year with Oprah Winfrey’s fitness guru, 

Bob Greene, telling folks they can indulge at times so long as they 

kept up with exercise and a balanced diet. Even kid’s Happy 

Meals got healthier with sliced Apple Dippers. 

All white-meat chicken nuggets, McGriddles breakfast items and 

new Chicken Selects are keeping the registers ringing—even as 

“super-sizing” was discontinued earlier this year amid a run of bad 

press. McD’s saw record April sales, including double-digit growth 

in the U.S. Of course, the ubiquitous “I’m Lovin’ It” effort from 

assorted agencies has been hard to miss, with dozens of ads now in 

rotation. In 2003, U.S. sales rose to $22.1 billion from $20.3 billion. 

Burger King, which was on its way to being a poster child of 

brand mismanagement, may have turned the corner. Earlier this 

month, it promoted CFO John Chidsey to president. After 21 months 

of shrinking sales, same-store results were up 4.4% this April. BK has 

embraced a quirky ad strategy from new shop Crispin Porter + 

Bogusky, Miami. It began with a revival of the chain’s “Have it 

your way” tag in a series of spots, followed by a buzzworthy online 

effort featuring a “Subservient Chicken” acting out visitor’s commands 

to help launch the Chicken TenderCrisp sandwich. Next up 

were ads with imaginary fashion designer “Ugoff” for an entrée sal- 

1. McDonald’s McDonald’s, Oakbrook, IL DDB, Chicago $22.1 $547.5 6.35 98% 7.51 61.4 

2. Burger King Burger King, Miami Crispin, Porter + Bogusky, Miami 7.9 270.3 6.44 97% 7.65 61.8 

3. Wendy’s Wendy’s Int’l., Dublin, OH McCann-Erickson, NY 7.4 297.3 6.86 96% 8.19 66.5 

4. Subway Doctor’s Assocs., Milford, CT Fallon, Minneapolis 5.7 248.1 6.97 95% 8.27 67.6 

5. Taco Bell Yum! Brands/Taco Bell, Irvine, CA FCB, San Francisco 5.3 200.7 6.50 92% 7.53 61.3 

6. Pizza Hut Yum! Brands/Pizza Hut, Dallas BBDO, NY 5.0 171.3 6.66 96% 7.74 63.6 

7. KFC Yum! Brands/KFC, Louisville, KY FCB, Chicago 4.9 222.3 6.51 95% 7.55 61.1 

8. Starbucks Starbucks, Seattle Wieden + Kennedy, Portland, OR 3.7 8.1 6.79 74% 7.06 57.5 

9. Domino’s Pizza Domino’s Pizza, Ann Arbor, MI J. Walter Thompson, NY 3.0* 114.3 6.42 92% 6.87 56.5 

10. Dunkin’ Donuts Allied Domecq, Randolph, MA Hill Holiday, Boston 3.0* 50.2 6.76 85% 7.46 60.2 

* Figures rounded to the nearest tenth Sources: Technomic (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

FAST FOOD 

ad with a special pouch to keep shrimp, chicken or beef fillings hot. 

A new Angus steak burger and a reformulated Whopper that 

tastes more like the original round out BK’s menu options. The 

offerings can only help as its 2003 sales were down for the second 

year in a row, dropping to $7.9 billion vs. $8.3 billion. 

Wendy’s, meanwhile, may have found a TV pitchman to replace 

its deceased founder Dave Thomas. Mr. Wendy, the chain’s “unofficial 

spokesman,” has touted salads at a house party thrown by 

William Shatner, its Chicken Temptations sandwiches and its Super 

Value menu. Wendy’s appears to be closing in on BK as 2003 sales 

jumped by more than half a billion dollars to $7.4 billion. 

Subway launched new ads, via Fallon, Minneapolis, only to cut 

them short—and ultimately, fire the new agency—as consumers did 

not get the joke. This summer, it will roll out toaster ovens to blow 

a hole in the Quiznos Sub chain, which had been cruising along nicely. 

Quiznos hatched its own eyebrow-raising ad effort with anthropomorphic 

rodent-like “Spongemonkeys” this year via The Martin 

Agency, Richmond, Va. But Subway can still have the last laugh: 

its sales hit $5.7 billion, while Quiznos was up 43% to $818 million. 

Pizza Hut, which had $5 billion in sales, hit upon one of pizza’s 

best innovations since the little discs that keep the box from 

sticking to the cheese. Its 4forAll pies offer four square pies in one 

box, enabling mom to have anchovies, dad to get pepperoni and 

so on. Ads from BBDO, New York, featured pop tart Jessica Simpson, 

who showed up again to launch its Buffalo Chicken topping. 

Meanwhile, chief competitor Domino’s Pizza filed for an initial 

public offering and is mulling new products, including a twolayer 

Doublemelt pizza. Domino’s, which posted $3 billion in 

sales, plans on selling as much as $300 million in common stock. 

KFC’s strategy has zigzagged since moving its account to FCB, 

Chicago. It was criticized last year for portraying fried chicken 

as healthy fare, but hopes it now has a stabilizing message with 

its “Chicken Capital U.S.A.” campaign. KFC added an entire new 

roasted chicken menu that it is pitching to younger health-conscious 

women. Competitor AFC Enterprises’ Popeyes Chicken 

and Biscuits launched a $20 million effort in January, positioning 

itself as the choice for thrillseekers. Cramer-Krasselt, Chicago, 

handles. Tag: “Love that chicken at Popeyes” continues. B 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

www.brandweek.com

FINANCIAL SERVICES 

Economic Factors Portend 

Shift Away from Consumers 


In one respect, it was a quiet year for financial services marketers 

as Citibank, J.P. Morgan Chase, Merrill Lynch, Washington 

Mutual and others stuck with ongoing campaigns. At the same 

time, however, a big story was brewing in the category: the fouryear 

love affair with consumers began to sour. 

Many observers are bullish that firms will continue opening 

banks at a torrid pace, requiring bigger ad spends, but those predictions 

come with a galaxy of asterisks. In its 2003 year-end report, 

Merrill Lynch said increased competition among regional banks 

would lead bigger players to up spending to defend their turf. It 

also speculated that rising network TV costs would force banks to 

spend 15-20% more to maintain their 2003 awareness levels. 

Rodrigo Quintanilla, the report’s author, noted that rising interest 

rates could chill the influx of cash that went to mortgage ads. 

There is evidence that the mortgage sector has in fact hit its apex 

and is now leveling off. Refinancing, which 

accounted for 66% of all mortgage loan applications 

last year, per the Mortgage Bankers 

Association, is no longer so hot now that 30year 

rates are approaching 6%. Freddie Mac, 

the nation’s No. 2 buyer of mortgages, predicted 

refinancing will continue to decline. The 

slowed refinancing market should have an 

effect on the finance and mortgage category, 

whose ad spending rose 32% to $543 million 

in 2003, per TNS/CMR. 

Though mortgages only represent about 

a tenth of the $5 billion financial services category, 

the rise in mortgage ad spending 

accounted for about a third of the overall 8.5% rise in the segment. 

That disproportionate income on the way up could have 

a similar effect on the way down. 

Another cause for concern, voiced by the Federal Deposit 

Insurance Corp., among others, is that the housing bubble may 

burst, which, in combination with rising consumer debt, could 

result in defaults on loans. Even if that doesn’t happen, the FDIC 

warns that high credit-risk households have loaded up on debt, 

potentially leading to more loan defaults. In which case, banks 

will lose revenue and will likely think advertising to woo consumers 

isn’t such a hot idea. 

Those caveats aside, however, there is ample support for Quintanilla’s 

claim that the financial services sector is getting more 

BRAND 

COMPANY NAME, 

LOCATION 

All the way to the bank: In WaMu spot, 

cheery mom ignores son-induced whiplash. 

LEAD AGENCY, 

LOCATION 


competitive and banks are spending more on advertising just to 

keep up. Bank of America, for instance, increased its marketing 

costs by $232 million, per its annual report, though $105 million 

of that went to direct marketing for B of A’s credit card business. 

Gordon Goetzmann, managing vp of First Manhattan, New 

York, said the traditional measure of marketing spending for the 

category is 1.8% of revenues, but some, like Charter 

One, have surpassed 4%. “I expect to see some of 

the marketing reined in,” Goetzmann said. 

Richard Bove, managing director at Hoefer and 

Arnett, a San Francisco-based financial analyst firm, 

said he believes that in about six months, banks will 

realize that the market is oversaturated and then 

cut back on opening new branches and, by extension, 

on advertising. “If things stay as they are, there 

will be a new bank opening every three and a half 

hours,” said Bove. “That’s unsustainable.” 

Since 2000, banks have set their sights 

on consumers as many businesses defaulted 

on loans. Bove said financial services is a 

highly cyclical industry and at some point, 

banks will go back to targeting businesses 

rather than consumers. When that happens, 

he said, banks will begin spending less on 

wooing consumers, so Sunday hours will be 

gone and nuisance fees will return. 

So much for banks, but what about ads for 

stock trading? With the Dow around 10,000 

and the Nasdaq flirting with 2,000, can we 

look forward to a return of Ameritrade’s 

mohawk-wearing Stuart or E*Trade’s monkey? 

Ameritrade, which swallowed up Datek in 2002, continues 

to “aggressively advertise” its services, per the company’s 2003 

annual report. Indeed, Ameritrade boosted its spend from $72.4 

million to $90.4 million from fiscal 2002 to 2003, per the report. 

E*Trade, however, cut its spend 15%, from $45.6 million in 2002 

to $31.8 million in 2003. 

As for the zany ads of yore, Jerry Gramaglia, former CMO 

of E*Trade, who is now entrepreneur-in-residence at ArrowPath 

Venture Capital in Menlo Park, Calif., said he’d like to see a 

return of such efforts. But he suspects that times have changed. 

“There’s been a direction that says [online trading] is moving 

from adolescence to maturity and becoming more traditional, 

more conventional,” he said. B 

1. Citigroup Citigroup, NY Fallon, Minneapolis $1,264.0 $226.0 6.23 56% 5.68 44.9 

2. J.P. Morgan Chase J.P. Morgan Chase, NY Foote, Cone & Belding, NY 770.9 43.0 6.30 35% 5.73 45.2 

3. Bank of America Bank of America, Charlotte, NC Interpublic, NY 736.5 165.0 6.35 74% 6.06 50.6 

4. Morgan Stanley Morgan Stanley, NY Leo Burnett, Chicago 602.8 129.0 6.39 31% 5.72 44.8 

5. Merrill Lynch Merrill Lynch, NY Boathouse Grp., Needham, MA 494.5 36.0 6.21 46% 5.23 41.8 

Sources: Brandweek research (assets); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

ASSETS 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

Crowded Low-Carb Market 

To Face New FDA Guidelines 

By Sonia Reyes 

Quick: how many low-carb products were introduced in 

2003? The answer: about 633. Now, how many have 

rolled out so far this year? That would be 1,051, per 

research firm Mintel Group, Chicago. Before long, the next time 

someone says there are “thousands” of low-carb products on 

supermarket shelves, he or she won’t be kidding. 

America last year officially became Low-Carb 

Nation. As evidence, one could cite the tens of millions 

of individuals on the Atkins, South Beach or 

some other high-protein diet. Or, one could note that 

restaurants are serving Atkins-approved menus and 

burgers without the buns; Krispy Kreme is planning 

low-sugar doughnuts; breakfast eaters are skipping 

orange juice; dieters are avoiding Slim-Fast; 

and even Italians, perhaps, are eating less pasta. 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

FOOD 

For major food and beverage manufacturers, the trend that 

began as a trickle in 2002 last year triggered a flood of reducedcarb 

comestibles: everything from pasta, bread and cereal to milk, 

yogurt and condiments. With Heinz, Sara Lee, Kellogg, General 

Mills, ConAgra, Dannon and Kraft now all on board, trade 

publication LowCarbiz projects sales of low-carb products will 

reach $30 billion by year’s end. 

Yet, too many products could spoil the low-carb party. “Now 

that the big guys have joined the picture, I see a shakeout of smaller 

brands that have outlived their usefulness to retailers,” cautioned 

Ken Harris, partner at Cannondale Associates, Wilton, Conn. 

A key question regards consumer response to potential governmental 

changes. The Food and Drug Administration is expected 

to address carbohydrate and trans-fat labeling issues this year. 

The FDA may set standards as to what constitutes “low-carb” 

or “reduced-carb”—designations that marketers prominently display 

on-pack and in advertising efforts—as well as “net carbs,” 

READY TO EAT CEREAL 

1. Cheerios General Mills, Minneapolis Saatchi & Saatchi, NY $330.0 $39.6 7.21 95% 7.97 67.8 

2. Frosted Flakes Kellogg, Battle Creek, MI Leo Burnett, Chicago 277.3 7.4 6.98 92% 7.37 62.7 

3. Honey Nut Cheerios General Mills, Minneapolis Saatchi & Saatchi, NY 256.5 42.4 7.03 87% 7.60 63.1 

4. Honey Bunches of Oats Kraft Foods, Rye, NY Ogilvy & Mather, NY 229.7 11.6 6.73 69% 7.15 57.8 

5. Cinnamon Toast Crunch 

CEREAL BARS 

General Mills, Minneapolis Campbell Mithun, Minneapolis 190.4 15.0 6.61 68% 6.96 55.6 

1. Nature Valley General Mills, Minneapolis Campbell Miithun, Minneapolis $146.8 $7.7 6.62 70% 7.16 56.9 

2. Chewy Granola Quaker Oats, Chicago Element 79, Chicago 138.3 12.7 6.66 77% 7.13 56.6 

3. Nutri-Grain Kellogg, Battle Creek, MI Leo Burnett, Chicago 109.2 24.9 6.51 75% 6.87 54.1 

4. Rice Krispies Treats Kellogg, Battle Creek, MI Leo Burnett, Chicago 79.9 N/A 6.92 92% 7.43 62.1 

5. Milk ’n Cereal Bars 

COOKIES 

General Mills, Minneapolis Campbell Mithun, Minneapolis 70.5 17.1 6.09 47% 6.35 48.4 

1. Oreo Nabisco, East Hanover, NJ FCB, NY $524.2 $8.6 7.37 96% 8.36 71.6 

2. Chips Ahoy Nabisco, East Hanover, NJ FCB, NY 356.3 2.8 6.99 92% 7.96 65.5 

3. Chips Deluxe Keebler, Elmhurst, IL Leo Burnett, Chicago 135.5 3.3 6.97 63% 7.84 62.7 

4. Pepperidge Farm Dstnctive Campbell Soup, Camden, NJ Young & Rubicam, NY 133.3 5.4 7.18 76% 7.83 62.7 

5. Newtons 

CRACKERS 

Nabisco, East Hanover, NJ FCB, New York 132.6 2.9 6.75 71% 7.27 58.2 

1. Ritz Kraft Foods, Glenview, IL J. Walter Thompson, Chicago $328.6 $16.5 7.22 97% 8.22 68.7 

2. Cheez-Its Kellogg, Battle Creek, MI Leo Burnett, Chicago 320.0 23.6 6.93 89% 7.67 63.3 

3. Wheat Thins Kraft Foods, East Hanover, NJ J. Walter Thompson, Chicago 277.0 18.2 6.80 86% 7.67 61.9 

4. Pepperidge Farm Goldfish Campbell Soup, Camden, NJ Young & Rubicam, NY 257.9 16.2 6.98 89% 7.76 63.8 

5. Premium Saltines Kraft Foods, East Hanover, NJ N/A 228.1 N/A 7.00 84% 8.13 65.5 

6. Triscuit Kraft Foods, East Hanover, NJ J. Walter Thompson, Chicago 204.7 16.0 6.72 85% 7.54 60.2 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: Information Resources (sales per year ending Dec. 28, 2003); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com

Superbrands FOOD 

BRAND 

a term often used to signify only those carbs that hike up bloodsugar 

levels. The FDA is also releasing a new food pyramid in 

2005, with changes expected to include a recommendation that 

50% of daily carb intake be from whole grains. 

Prior to his death last April, Dr. Robert Atkins built his legacy 

in the privately-held company he founded, New York-based 

Atkins Nutritionals, which continues to expand with a spate of 

new products, increased marketing budgets, new licensing agreements 

(Subway, TGI Friday’s) and widening retail distribution. 

Sales of Atkins-branded products totaled $148 million in 2003, 

up 225% from 2002, per Information Resources. 

Last October, Boston investment group Parthenon Capital 

and Goldman Sachs together purchased an 80% stake 

in Atkins Nutritionals for $666 million. Parthenon 

co-founder Ernest Jacquet said that the investors 

are exploring the possibility of taking Atkins Nutritionals 

public late this year or in 2005. 

At the same time, food companies have begun 

seeking alternative alliances. Kraft earlier this 

month agreed to promote some of its products 

using the trademark of the South Beach Diet. 

A noteworthy introduction in 2003 was Sara 

Lee Delightful Breads, with nine carb grams per 

slice. After five months on-shelf, Delightful is the best-selling 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

brand in the Bakery Group and the ninth best-selling bread in 

the country, per IRI sales data provided by Sara Lee. Even Heinz 

resorted to a low-carb intro with One Carb Ketchup. Over in 

the cereal aisle, marketers were slower to join the fray. For a while, 

they focused on the hottest new addition: freeze-dried fruits. 

Specifically, it was the year of the berry. Noting Kellogg’s runaway 

success with Special K with Red Berries in 2002—which rang 

up $100 million in sales in its first year—General Mills rolled out 

Berry Burst Cheerios in Strawberry and Triple Berry. Kraft studded 

Post Honey Bunches of Oats with strawberries, and Kellogg followed 

with its Fruit Harvest cereals in Apple and Berry SKUs. 

By year’s end, cereal marketers figured they had the right 

answer to low-carb products. General Mills was first out of the 

gate in March with the launch of Total Protein. “Nearly 70% of 

consumers are limiting their carb intake, but finding foods that 

taste good and offer variety in their diets is challenging,” noted 

Peggy Stang, marketing manager for Total Protein. 

Kellogg fired back with low-carb Special K, with nine net 

carbs per serving trumpeted on-pack, as well as a campaign via 

Leo Burnett, Chicago. No. 2 cereal player Kraft is bowing several 

products behind its CarbWell brand, including cereals, cereal 

bars and salad dressings. Kraft Post will launch two low-carb 

cereals this month, just as Quaker Oats bows its Q-Smart brand 

of low-carb and zero trans-fat bars and other items. 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

SALTED SNACKS 

1. Lay’s PepsiCo, Purchase, NY BBDO, Minneapolis $849.6 $4.3 7.08 94% 8.19 67.8 

2. Doritos PepsiCo, Purchase, NY BBDO, Minneapolis 743.1 3.4 7.00 95% 8.06 66.6 

3. Tostitos PepsiCo, Purchase, NY GSD&M, Austin, Texas 460.1 0.8 6.90 90% 7.91 63.8 

4. Cheetos PepsiCo, Purchase, NY BBDO, Minneapolis 390.2 0.2 6.79 88% 7.58 62.0 

5. Ruffles PepsiCo, Purchase, NY BBDO, Minneapolis 337.8 11.8 6.89 92% 7.89 64.6 

FROZEN DINNERS AND ENTREES 

1. Lean Cuisine Cafe Classics Nestlé, Glendale, CA Euro RSCG MVBMS, NY $407.8 $14.8 6.49 52% 6.69 52.6 

2. Stouffer’s Nestlé, Glendale, CA Euro RSCG MVBMS, NY 381.1 2.2 6.58 75% 7.35 57.8 

3. Hot Pockets Nestlé, Glendale, CA Euro RSCG MVBMS, NY 287.2 9.7 6.43 81% 7.19 57.3 

4. Lean Cuisine Nestlé, Glendale, CA Euro RSCG MVBMS, NY 261.7 0.02 6.47 77% 6.82 53.9 

` 5. Stouffer’s Family Style Nestlé, Glendale, CA Euro RSCG MVBMS, NY 233.3 16.1 6.66 64% 7.18 56.5 

6. Smart Ones 

FROZEN PIZZA 

Heinz, Pittsburgh DDB, San Francisco 229.0 2.4 6.36 48% 6.95 53.6 

1. DiGiorno Kraft Foods, Glenview, IL FCB, Chicago $491.1 $29.6 N/A N/A N/A N/A 

2. Tombstone Kraft Foods, Glenview, IL FCB, Chicago 333.5 0.8 N/A N/A N/A N/A 

3. Red Baron Schwan Food, Marshall, MN Campbell Mithun, Minneapolis 269.4 3.5 N/A N/A N/A N/A 

4. Freschetta Schwan Food, Marshall, MN Campbell Mithun, Minneapolis 208.5 5.4 N/A N/A N/A N/A 

5. Totino’s 

COFFEE 

General Mills, Minneapolis Saatchi & Saatchi, NY 181.8 0.0 N/A N/A N/A N/A 

1. Folgers Procter & Gamble, Cincinnati Saatchi & Saatchi, NY $402.3 $23.6 6.95 84% 7.31 60.3 

2. Maxwell House Kraft Foods, Tarrytown, NY Ogilvy & Mather, NY 286.6 12.2 6.80 83% 6.83 56.9 

3. Starbucks Ground Kraft Foods, Tarrytown, NY Ogilvy & Mather, NY 134.0 8.5 6.78 70% 6.55 53.3 

4. Maxwell House Mstr Blend Kraft Foods, Tarrytown, NY N/A 105.4 N/A 6.75 73% 6.71 55.4 

EQUITY 


www.brandweek.com

FOOD 

The Atkins backlash, meanwhile, is well underway. The U.S. 

Potato Board launched a $1.8 million national print effort in January 

that touted the nutritional benefits of potatoes. Linda 

McCashion, a board rep, said her research showed that after six 

months, “consumers have an improved awareness of potatoes’ 

benefits, which hopefully will eventually translate into sales.” 

Trying to put some starch in their message, more than 150 pasta 

manufacturers convened in Rome earlier this year to develop 

a counterattack to Atkins. Barilla, the leading pasta maker, said 

it has no plans to introduce a low-carb pasta. American Italian 

Pasta rolled such a line in February. 

Weight-loss products also suffered from the Atkins effect. In 

its first major marketing push since being acquired by Unilever 

in 2000, Slim-Fast launched Savory Meal Options, a low-cal 

microwaveable line of pastas and soups that Whoopi Goldberg is 

currently touting in national TV ads, via Grey, New York. 

Soy, meanwhile, showed no signs of abating. Big G launched 

its soy-based SmartStart cereal, while White Wave stepped up marketing 

behind Silk. Ads via Arnold, Boston, showed consumers 

how Silk can blend with any lifestyle. Silk sales last year jumped 

21.4% to $231 million, per IRI, while soy milk sales overall were 

up 18.6% to $307.9 million for the year ending Dec. 28. 

On the convenience front, ConAgra Foods built on its Healthy 

Choice franchise last summer by rolling out Flavor Adventures 

BRAND 

COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 


medley of Asian, French, Italian and American regional entrees. 

ConAgra offered a first in frozen foods: an on-pack “Try me free!” 

money-back guarantee for six months. Heinz also heeded the convenience 

call last year with an innovative packaging format for 

its new EZ Marinader in a pouch, which cuts back prep time via 

a marinade bag that holds up to three pounds of meat. 

Going forward, obesity should remain a hot-button issue. 

Frito-Lay preempted other snack marketers last year in phasing 

out trans-fats in its chips; it also made its first foray into the natural/organic 

segment with a seven-SKU Naturals line of lowfat 

and low-sodium chips. Tostitos were made with organic blue 

and yellow corn, and Ruffles came with reduced fat. 

Kraft, however, recently scrapped last year’s plans to cut portion 

sizes. Research showed consumers prefer to have 

the choice of whether to go with smaller portions, 

the company said. Kraft will offer a broad range 

of portion-size packages, including snacks in small 

packages such as its new Nabisco 100-Calorie Packs. 

For their part, nutritionists remained cautious 

about low-carb diets. Said Ruth Lahmayer, a registered 

dietician based in La Crosse, Wis., “I applaud 

marketers for rolling out so many food options 

addressing wellness, but I think some consumers are 

looking for a quick fix to their weight problems.” B 



TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

ICE CREAM 

1. Breyers Unilever, New York Campbell Mithun, Minneapolis $658.9 $5.6 7.23 87% 8.13 66.7 

2. Dreyer’s Edy’s Grand Nestlé, Glendale, CA Goodby Silverstein, SF 474.2 4.6 7.11 53% 8.01 64.2 

3. Blue Bell Blue Bell Crmies, Brenham, TX In-house 241.6 3.3 7.13 29% 7.67 61.9 

REFRIGERATED ORANGE JUICE 

1. Tropicana Pure Premium PepsiCo, Purchase, NY Element 79, Chicago $1,417.5 $49.8 7.26 87% 8.30 68.0 

2. Minute Maid Coca-Cola, Atlanta Doner, Southfield, MI 544.2 13.7 7.12 88% 8.01 65.6 

3. Florida’s Natural 

REFRIGERATED YOGURT 

Citrus World, Lake Wales, FL WestWayne, Atlanta 276.8 23.6 7.05 71% 8.07 64.5 

1. Yoplait General Mills, Minneapolis Saatchi & Saatchi, NY $326.9 $28.7 6.88 71% 7.55 60.7 

2. Dannon Dannon, Tarrytown, NY Young & Rubicam, NY 202.6 9.3 6.80 78% 7.41 59.4 

3. Dannon Light ‘n Fit 

SOY DRINKS 

Dannon, Tarrytown, NY Young & Rubicam, NY 200.4 17.6 6.65 57% 7.04 56.2 

1. White Wave Silk Dean Foods, Dallas Berlin Cameron/Red Cell, NY $231.2 $5.8 6.72 27% 6.40 52.1 

2. 8th Continent General Mills, Minneapolis Campbell Mithun, Minneapolis 34.9 0.1 6.84 10% 6.66 52.5 

3. Sun Soy 

LUNCHEON MEATS 

Dean Foods, Dallas N/A 10.7 0.2 6.41 8% 6.03 45.2 

1. Oscar Mayer Kraft Foods, Madison, WI J. Walter Thompson, Chicago $813.0 $20.4 6.77 87% 7.50 61.1 

2. Hillshire Farm Deli Select Sara Lee, Chicago Element 79, Chicago 166.3 9.4 6.61 64% 7.21 56.1 

3. Butterball 

MEAT ALTERNATIVES 

ConAgra Foods, Omaha, NE Grey, NY 154.8 2.5 6.59 67% 7.23 55.7 

1. Morningstar Farms Kellogg, Battle Creek, MI Arc Marketing, Greenwich, CT $73.7 $0.3 6.58 24% 6.43 51.1 

2. Boca Burger Kraft Foods, Madison, WI FCB, Chicago 58.8 5.9 6.33 29% 6.48 50.6 

3. Gardenburger Gardenburger, Portland, OR RPA, Chicago 35.6 0.0 6.25 23% 6.32 49.4 

EQUITY


BRAND 

Shoe Companies Use Body 

And Sole to Track Down Sales 


With few exceptions, the athletic shoe industry was a model 

of consistency in 2003, following its footsteps of the 

prior year. Sporting Goods Intelligence reported U.S. sales 

at $8.25 billion, up 3.2%, led by midpriced fashion-oriented and 

retro styles from medium-sized lifestyle brands. Of the four largest 

players—Nike, Reebok, New Balance and Adidas, 

which make up about 70% of the market and generally 

have a more performance-oriented positioning—only 

Reebok’s revenue jumped significantly. 

The rest were flat or saw slight sales declines. 

The major increases in the category went to such 

brands as K-Swiss (up 50%), Converse (35%) and 

Puma (42%,) which attracted the youthful or fashion 

customer with unique marketing strategies. 

K-Swiss’ ads featured “regular” people rather than 

well-known athletes; its new campaign is 

themed, “Put your spin on it.” Converse played up 

its heritage: Vintage-flavored ads focused on oldschool 

basketball while the introduction of the controversially 

named Loaded Weapon performance 

line tied back to its 1980s Weapon shoe. And Puma 

engaged in joint guerrilla marketing with trendy 

brands like BMW’s Mini, practiced smart product 

placement and ran limited offbeat ads featuring, for 

example, the Jamaican Olympic team. 

Concurrently, category giant Nike, which spends 

about 11-12% of sales on marketing, saw sales dip 1.5% 

behind the retro trend. To address that market, Nike 

acquired Converse last summer. Its successes includ- 

ed the ads and support for its Shox shoe, and its 

financial fortitude in signing as endorsers top NBA 

rookies LeBron James and Carmelo Anthony. 

Adidas may have the NBA rookie market cornered in 2004, however, 

having signed straight-to-pro high schoolers Sebastian Telfair 

and Josh Smith to expensive deals. Joining NBA stars, including 

MVP Kevin Garnett and Tim Duncan, they will add marketing firepower 

to the company, which this year unveiled its “Impossible is 

Nothing” ad effort. Adidas’ more European-styled product has 

1. Nike Nike, Beaverton, OR Wieden + Kennedy, Portland, OR $3,005.0 $145.8 6.88 87% 7.16 59.6 

2. Reebok Reebok, Canton, MA Arnell Group, NY 1,036.0 30.4 6.73 81% 6.78 55.3 

3. New Balance New Balance Athl. Shoe, Boston Euro RSCG MVBMS, NY 910.0 10.3 6.92 59% 7.21 57.9 

4. Adidas Adidas America, Portland, OR TBWA, LA; 180, Amsterdam 750.0 34.1 6.72 76% 6.84 55.6 

5. K-Swiss K-Swiss, Westlake Vill., CA Gale Group, NY 369.0 18.6 6.45 36% 5.96 54.4 

6. Converse Converse, North Andover, MA Butler, Shine, Stern, SF 245.0 5.3 N/A N/A N/A N/A 

7. Vans Vans, Santa Fe Springs, CA In-house 194.0 5.7 6.69 34% 6.42 51.6 

8. Asics Asics America, Irvine, CA VitroRobertson, San Diego 178.0 8.8 N/A N/A N/A N/A 


COMPANY NAME, 

LOCATION 

FOOTWEAR/ATHLETIC 

struggled to resonate in North America, and sales last year declined 

7.4%. But the company is moving more design responsibility to its 

Portland, Ore., headquarters, and John Shanley, managing director 

of Wells Fargo Securities, said early results “are the best-looking 

[product] from the chain in probably five years.” 

New Balance, the largest privately held athletic shoemaker in 

the U.S., had flat sales in ’03 with its high-end product for serious 

athletes and baby boomers. The ongoing “N is for Fit . . . N is for 

Performance” effort features feet photographed in black-and-white 

in performance stances with a colorful “N” on the side of the foot. 

Reebok, the lone gainer among the majors, notched increases 

of 11% by practicing smart brand differentiation and taking advantage 

of a transitional year in the retail environment. On the performance 

side, Reebok introduced running and training lines along 

with a campaign themed, “Wear the Vector. Outperform,” which 

highlighted its athlete endorsers, including Allen Iverson, Ray 

Lewis and Andy Roddick, and its NFL and NBA alliances. Reebok 

also put support behind its Classic line, which fit the 

retro fashion trend and saw 18% sales gains in ’03, 

and its young male-targeted Rbk sub-brand. With 

endorsers like hip-hop artists Jay-Z and 50 Cent, it 

accounted for 15% of Reebok’s sales last year. 

Reebok and others also benefited from a Nike- 

Foot Locker dispute dating back to 2002. With top 

Nike product pulled from Foot Locker stores, the 

retailer brought in replacement offerings from rivals. 

The feud was resolved last November, and Foot 

Locker again carries a broad assortment of Nike 

product—in fact, plans include some joint marketing—but 

the inroads made by Nike’s competitors 

are likely to stick. The Nike-Foot Locker truce is even 

more significant as the retail giant is expanding its 

Show business: New Balance 

market share from 19% to 25% with its purchase this 

ad features product and user. 

year of 353 Footaction stores, the result of bankruptcy 

filings by Footaction parent Footstar (another 287 Footaction 

stores are closing). Though retailers will still opt for the product 

diversity demanded by consumers, the consolidation means 

weaker brands will have a more difficult time competing as the 

major players, both on the retail and product side, exercise their 

financial muscle, according to Shanley. B 

LEAD AGENCY, 

LOCATION 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: Sporting Goods Intelligence (sales; figures are wholesale + outlet/concept stores for U.S. only); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com


BRAND 

Crest Gaining on Colgate; 

Blade Wars Reslice Market 


Beauty is more than skin deep, as evidenced by the continued 

escalation in the oral care category. While Colgate 

remains the top-selling toothpaste brand, Crest has narrowed 

the gap by quickly introducing new toothpaste varieties, 

in some cases leaving Colgate to follow with me-too items. 

Consider Crest Whitening Expressions: With 

seemingly nothing left to do to jazz up toothpaste, 

Procter & Gamble launched the colorful line, 

which consists of Cinnamon Rush, Citrus Burst 

and Extreme Herbal Mint. The items are meant to 

appeal to ethnic and younger consumers—or, as 

one P&G marketing director put it, “experientialseeking 

consumers.” 

To play up the point, Crest 

has been using pitchman Emeril 

Lagasse, the Food Network chef 

known for his spicy New Orleans-style cooking 

and peppy shtick. In TV ads via Saatchi 

& Saatchi, New York, he is seen brushing his 

teeth while employing his trademark phrases, 

“Bam!” and “Kick it up a notch.” 

In response, Colgate recently launched its 

own extensions, Colgate Sparkling White toothpaste 

in Cinnamon Spice Gel with Mint Zing 

Baking Soda and Peroxide. Such efforts to use 

highly flavored products to lure, for example, 

Hispanic consumers, is not unlike those of marketers 

within the household products category 

(see page S56), where manufacturers have been offering a growing 

number of highly scented detergents and fabric softeners. 

Crest’s efforts are working. Based on the top 15 items in the 

toothpaste category, per Information Resources Inc., Colgate 

* includes top 15 deodorant and non-deodorant SKUs; ** includes Dove Nutrium Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


COMPANY NAME, 

LOCATION 

Express yourself: Crest’s resurgence 

comes via several new products. 

LEAD AGENCY, 

LOCATION 

HEALTH & BEAUTY 

sold only $36 million more last year than Crest ($368 million in 

2003, versus Crest’s $332 million), as compared with the $56 million 

sales difference in 2002, when Colgate’ sales were $397 million 

versus Crest’s $341 million. 

Unilever, meanwhile, sold its four oral care brands last fall 

to Church & Dwight, maker of the Arm & Hammer brands. 

The company paid $104 million for three value brands—Aim, 

Pepsodent and Close Up—in addition to its higher-priced 

Mentadent toothpaste. A repositioning of Mentadent includes 

print ads that tout its ability to whiten teeth within 14 days. 

Church & Dwight last year also picked up the rights to 

Enamelon, and has recently relaunched the toothpaste as 

Enamel Care. The original product had grown into a $20 million-plus 

brand by the late ’90s, but its parent company ultimately 

folded following major debt and cash 

flow problems. The brand is now being positioned 

as a “re-mineralizing toothpaste” to 

rebuild enamel on teeth with liquid calcium. 

Gillette is looking to broaden its oral care 

offerings beyond its current Oral-B products. 

In March the company announced it was 

acquiring the $73 million Rembrandt line of 

at-home and professional tooth whitening 

products from Den-Mat. 

Whitening continues to be a hot segment 

in oral care, with P&G and Colgate 

extending pitches for home whitening kits 

and dentrifice products into toothbrushes. 

P&G has been touting the whitening ability 

of its battery-operated Spinbrush toothbrush. 

It is also positioning Crest as a beauty brand with a 

women-only print campaign for Spinbrush Pro Whitening. 

Ads show the toothbrush alongside makeup brushes, with 

copy: “Blend. Shade. Define. Whiten.” Smaller copy men- 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

BAR SOAP* 

1. Dove** Unilever, Greenwich, CT Ogilvy & Mather, Chicago $232.6 $25.7 6.93 87% 7.50 61.5 

2. Dial Dial, Scottsdale, AZ GSD&M, Austin, TX 94.8 3.2 6.67 88% 7.05 58.1 

3. Irish Spring Colgate-Palmolive, New York Young & Rubicam, New York 94.3 0.0 6.63 81% 6.73 55.2 

4. Zest Procter & Gamble, Cinn. Grey, New York 52.8 12.2 6.55 81% 6.63 54.2 

5. Caress 

TOOTHPASTE 

Unilever, Greenwich, CT J. Walter Thompson, New York 51.6 3.2 6.58 65% 6.63 52.5 

1. Colgate Colgate-Palmolive, New York Young & Rubicam, New York $367.7 $201.9 7.02 94% 7.77 64.9 

2. Crest Procter & Gamble, Cinn. Saatchi & Saatchi, New York 331.8 66.6 7.21 96% 8.20 69.1 

3. Sensodyne GlaxoSmithKline, Pittsburgh Grey, New York 55.6 11.6 N/A N/A N/A N/A 

4. Aquafresh GlaxoSmithKline, Pittsburgh Grey, New York 49.4 28.4 6.59 82% 7.07 56.5 

5. Mentadent Church & Dwight, Prncton, NJ Barefoot, Cincinnati 27.4 0.0 6.55 54% 6.66 53.4 

EQUITY 

www.brandweek.com

Superbrands HEALTH & BEAUTY 

BRAND 

tions a guarantee of whiter teeth in 14 days. 

Colgate is pitching a new manual toothbrush as offering better 

whitening ability. The product is said to “remove stains 30% 

better than an ordinary toothbrush.” 

In haircare aisles, like cosmetics, marketers are increasingly 

targeting ethnic groups. The big players are introducing haircare 

products made for African Americans under their larger 

brand banners, versus niche brands like Soft Sheen-Carlson, 

owned by L’Oréal. 

P&G earlier this year launched Pantene Pro V Relaxed & 

Natural, “created for women of color” and packaged in dark 

bronze and mocha-colored bottles. The line 

includes Pantene Pro V Intensive Moisturizing 

shampoo, Intensive Moisturizing 

conditioner and styling aids suiting 

the needs of coarse, dry and fragile 

hair (Daily Oil Cream Moisturizer, 

Wrap and Set Lotion and Intensive 

Oil Sheen Spray). 

In addition, L’Oréal introduced 

an extension of its Vive haircare 

line called Nutrillum, marketed for 

“smoothing.” Andrew Jergens introduced 

an African American-targeted body lotion 

called Jergens Ash Relief Moisturizer, which 

addresses the needs of black women who often 

complain about drying skin getting flaky and 

assuming an ash-colored tone. 

Last year also saw a surge in specialty haircare 

launches. Ralph Lauren extended its 

youngest-skewing fragrance Ralph with accessories/ancillary 

products such as shampoo. Victoria’s Secret, which has been 

growing its beauty unit with new fragrances and color cosmetics, 

is introducing a haircare line called So Sexy that is 

expected to be in full distribution by summer’s end. By that 

time, it will also introduce a second hair line, called Garden 

Sensuous Shine. 

In the razor area, the blade wars between Gillette and Schick 

have been heating up since Energizer acquired the Gillette brand 

in 2003. Sales of razors are up 17% for the year ended April 18, 


COMPANY NAME, 

LOCATION 

Schick it to ’em: Quattro upped 

the ante in the blade wars. 

LEAD AGENCY, 

LOCATION 

largely on the introduction of four-blade Quattro, which brought 

in sales of $15 million in the same period, per IRI. Those sales 

appeared to dig into Gillette’s Mach3 and Mach3 Turbo, down 

27% and 14%, respectively. (Sales of No. 2 brand Mach 3 Turbo 

were $29 million as of April 18.) Sales of refill blades tell the bigger 

story, and Quattro refills are only at $11 million thus far. To 

boost Quattro trial, Gillette has been offering bonus packs and 

discounts on starter kits as well as blades. 

In the last month, Gillette introduced an ad campaign for its 

battery operated Mach 3 Power razor. A campaign via BBDO, 

New York, features top Nascar drivers, including Dale Earnhardt, 

Jr. and Jimmie Johnson. Gillette also inked a 

three-year marketing deal with English soccer 

phenom David Beckham, who will begin appearing 

in an ad campaign breaking in Europe in July. 

And let us not forget: The Botox backlash 

was bound to happen sooner or later. While business 

is booming for dermatologists who administer 

cosmetic procedures—Botox, chemical peels 

and collagen injections—manufacturers of skin 

creams and lotions have been marketing their 

products as cheaper, less invasive alternatives to 

getting shot up with a needle. 

Companies have been running TV ads that 

show images of a hypodermic needle or a sterile 

doctor’s office, including L’Oréal’s Advanced 

Wrinkle Corrector and Dermo Smoother with 

Boswelox, P&G’s Olay Regenerist and Avon’s 

Anew Clinical Line and Wrinkle Corrector. 

“Many women are curious about [dermatological] 

procedures but are reluctant about the price, and the 

potential of temporary burns and irritation,” said Maria 

Beltrametti, director global advertising at Avon. 

While products like these are popping up to ensure sales 

don’t erode in the face of treatment options like Botox, beauty 

marketers say they are offering alternative products to expensive 

office visits. 

Said Lisa Borak, Avon’s director of global skincare: “Most 

compelling for a majority of women is getting these great results 

and being able to do it at home.” B 

SHAMPOO* 

1. Pantene Procter & Gamble, Cinn. Grey, New York $173.4 $163.0 + 6.80 75% 7.24 58.7 

2. Head & Shoulders Procter & Gamble, Cinn. Saatchi & Saatchi, New York 114.4 22.9 N/A N/A N/A N/A 

4. Clairol Herbal Essences Procter & Gamble, Cinn. Kaplan Thaler, New York 72.3 63.0** 6.73 76% 6.97 56.1 

4. Dove Unilever, Greenwich, CT Ogilvy & Mather, Chicago 48.5 61.3** N/A N/A N/A N/A 

5. Garnier Fructis 

HAIR COLOR 

Maybelline, New York Publicis, New York 41.6 388.9 N/A N/A N/A N/A 

1. L’Oréal Preference L’Oréal, New York McCann-Erickson, New York $135.4 $14.1 6.63 55% 5.85 48.2 

2. L’Oréal Excellence L’Oréal, New York McCann-Erickson, New York 103.6 24.7 6.79 45% 6.06 48.9 

3. Clairol Nice ’N Easy Procter & Gamble, Cinn. Grey, New York 92.0 64.7 6.68 55% 5.80 48.1 

4. L’Oréal Feria L’Oréal, New York McCann-Erickson, New York 81.8 27.7 6.66 37% 5.94 47.6 

5. Just For Men Combe, White Plains, NY In-house 73.8 18.1 6.02 41% 4.11 32.5 

* Includes top 15 shampoo SKUs (regular and dandruff); **Includes media for shampoo and conditioners; + Includes total haircare media Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

www.brandweek.com


BRAND 

In a Rather Dirty Year, 

Cleaning Up Is Big News 


It’s safe to say that for the past decade, American consumers 

have seen new household products that weren’t necessarily 

stronger or better cleaners, but instead were more convenient, 

or faster to use—and definitely better smelling. 

Yes, innovation had run dry on many fronts, save for those 

no-fuss $30 mops like Procter & Gamble’s Swiffer 

and pre-treated disposable wipes. The latest developments 

in household cleaning are disposable 

cleaners, and a now handful of products to help 

avoid messes in the first place. What better way 

for consumers to play along with the spate of home 

makeover TV shows now blanketing the airwaves? 

While all manner of brands have promoted 

their wares via product placement in movies and 

on TV, viewers of Bravo’s popular makeover show 

Queer Eye for the Straight Guy recently saw an episode 

where grooming guru Kyan Douglas took time out from his 

usual musings about clean nails and trimming nose hair to 

discuss the virtues of a sanitary bathroom. Presto! A plug was 

born for Reckitt Benckiser’s new Lysol Ready Brush, Lysol Sanitizing 

Wipes and Glass Plus Wipes. 

The Lysol toilet bowl brush, at $15 for the starter kit, comes 

with disposable (but not flushable) brushes and a replaceable can 

of foaming cleaner. It is the priciest of three new disposable brush 

HOUSEHOLD 

kits with reusable handles, wipes or sponges that are tossed after 

use. Others include S.C. Johnson’s Scrubbing Bubbles Fresh Brush, 

with a flushable brush attachment; and Clorox’s Toilet Wand, which 

attaches to a flushable pre-treated round sponge. 

Marketers seeking to phase out old-fashioned brushes was a 

likely step, considering that manufacturers are seeking more highmargin 

answers to domestic dilemmas, à la those spiffy floorcleaning 

systems, which collectively have racked up nearly $1 billion 

in sales. 

The other subcategory just starting to pop is “preventables”—as 

in cleaners that prolong cleanliness. Among the first 

out of the gate last year was a liquid toilet bowl/bathroom 

cleaner with a novel stain-fighting agent: Clorox Bathroom 

Cleaner with Teflon Surface Protector was developed with 

DuPont; together with a spray version, the product is designed 

to “keep the bathroom clean longer,” by repelling dirt and 

stains, per materials. 

Another Clorox entry, Tilex Mildew Root Penetrater and 

Remover, also works to prevent mishaps, as it can penetrate grout 

and tile and attack stains below the surface. 

With so many new body washes and liquid hand soaps in the 

personal care arena, sales of bar soaps continued to decline. Dollar 

sales of deodorant bar soap fell 14% last year, per Information 

Resources, with sales for non-deodorant bar soaps flat. Manufacturers 

bear some of the blame here, however, since there’s been 

little innovation in bar soaps save for Unilever’s Dove brand. 

* Sum includes top 20 SKUs Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

CLEANERS* 

1. Lysol Reckitt Benckiser, Wayne, NJ J. Walter Thompson, NY $228.4 $31.7 7.02 89% 7.96 63.8 

2. Windex S.C. Johnson, Racine WI Foote Cone & Belding, Chi. 119.5 22.1 N/A N/A N/A N/A 

3. Clorox Clorox, Oakland, CA DDB, San Francisco 90.1 133.3* 7.02 66% 7.90 62.4 

4. Pine Sol Clorox, Oakland, CA DDB, San Francisco 74.0 28.4 6.87 86% 7.64 61.5 

5. Tilex Clorox, Oakland, CA DDB, San Francisco 52.5 15.9 N/A N/A N/A N/A 

LIQUID LAUNDRY DETERGENT 

1. Tide Procter & Gamble, Cinn. Saatchi & Saatchi, NY $974.2 $28.4 7.09 90% 7.68 64.1 

2. All (plus All/Surf) Unilever, Greenwich, CT Bartle Bogle Hegarty, NY 289.7 10.6* 6.61 73% 7.04 56.3 

3. Purex Dial, Scottsdale, AZ GSD&M, Austin, TX 270.8 2.7* 6.49 56% 6.96 55.0 

4. Wisk Unilever, Greenwich, CT Bartle Bogle Hegarty, NY 151.6 4.6* 6.62 68% 7.12 56.6 

5. Gain Procter & Gamble, Cinn. Leo Burnett, Chicago 145.6 16.9* 6.52 63% 6.64 52.9 

POWDER LAUNDRY DETERGENT 

1. Tide Procter & Gamble, Cinn. Saatchi & Saatchi, NY $453.7 $30.88 7.05 86% 7.50 63.2 

2. Gain Procter & Gamble, Cinn. Leo Burnett, Chicago 132.9 16.9* 6.52 63% 6.64 52.9 

3. Cheer Procter & Gamble, Cinn. Leo Burnett, Chicago 67.1 16.7* 6.64 78% 6.95 55.6 

4. Arm & Hammer Chrch & Dwight, Prnctn, NJ N/A 65.3 N/A 6.62 70% 6.84 54.4 

5. Surf Unilever, Greenwich, CT N/A 48.0 0.0 6.33 56% 6.72 52.7 

EQUITY 

www.brandweek.com

HOUSEHOLD 

Small wonder, perhaps, that Unilever’s hoped-for “Path to 

Growth” strategy hatched a few years back has been steadily 

revised downward. Annual growth targets are now 3% for its 

top brands versus prior goals of 5-6% per year. Niall FitzGerald, 

who will exit as chairman in September to run Reuters, 

voiced his own disappointment about the trend in this year’s first 

quarter report. 

Procter & Gamble, meanwhile, under 

CEO A.G. Lafley, appears to be in its best 

shape in years, with strong financials and 

a succession strategy well in place—helping 

it avoid the embarrassment of Coca- 

Cola’s awkward regime change. 

P&G has regained ground by focusing 

on billion-dollar beauty brands, but it has 

also counted on bunts and singles from 

extensions of cleaning stalwarts. Among 

the newcomers: Mr. Clean Magic Eraser, 

a disposable cleaning pad that 

removes scuff marks on floors and hand 

prints on walls; Mr. Clean AutoDry, a power 

gun that sprays and dry cleans cars (which 

together helped triple Mr. Clean sales); Cascade’s 

Crystal Clear with Shine Shield for the 

dishwasher, ($7.2 million); and Cascade 2in-1 

Action Pacs ($4.7 million). 

Midsize players including Reckitt 

Benckiser, Clorox and Dial have also held 

steady, despite low prices at Wal-Mart. Clorox 

pulled back on media spending to $88 million, 

which was less than 10% of revenue, per company 

financials. Still, sales gained 7%, due to strong new products 

like the Clorox Bleach Pen ($13 million). 

In detergents, a shift away from powders is nearly complete, 

with category sales down another 12% to under $1 million, per 

IRI. Liquids, meanwhile, showed dollar sales up about 3% last 

BRAND 

COMPANY NAME, 

LOCATION 

Germinating: Lysol wipes made their way 

onto Queer Eye; Downy’s new packaging 

meant to appeal to ethnic consumers. 

LEAD AGENCY, 

LOCATION 


year, with sales of all brands up—except for Unilever’s Wisk liquid. 

That brand, which has been battered by price and other pressures, 

was down 15%. Market leader Tide saw sales climb 5% 

last year, while All was up 8%. Dial (recently acquired by Henkel) 

saw sales of its Purex detergent brand rise 14%. 

Just as marketers in other categories are increasingly focusing 

on Hispanic consumers, household 

brands are getting more active in reaching 

out to that audience with Spanishlanguage 

ads and/or product extensions. 

In household products, one hot button 

seems to be fragrance, leaving brands 

with not just new and different scents, 

but more potent or highly 

fragranced SKUs. 

In fabric softeners, Colgate-Palmolive 

led the pack 

when it introduced Suavitel 

in the U.S. two years ago, 

concentrating on distribution 

of the strong-smelling brand 

in Hispanic areas. P&G has 

not only made its Downey fabric 

softener scents stronger, but 

also changed packaging, which now features 

more darker-haired and ethnic faces. 

With timing that ultimately was poignant 

and bittersweet, S.C. Johnson extended its 

corporate umbrella campaign at the end of 

last year, via agency Foote Cone & Belding, 

Chicago, with TV spots featuring Sam Johnson 

(then-chairman emeritus and the third generation company 

patriarch) introducing consumers to his son, Fisk Johnson. 

With the passing of the elder Johnson one month ago, Fisk, 

who had taken over as chairman in 2000, is expected to continue 

in spots formally branding SCJ “a family company.” B 

DIAPERS 

1. Huggies Kimberly-Clark, Neenah, WI Ogilvy & Mather, New York $705.0 $49.6 6.88 71% 5.53 48.1 

2. Pampers P&G, Cincinnati Saatchi & Saatchi, NY 650.8 63.7 7.01 76% 5.56 49.5 

3. Private Label N/A N/A 291.8 N/A N/A N/A N/A N/A 

4. Luvs 

FACIAL TISSUE 

P&G, Cincinnati Saatchi & Saatchi, NY 230.6 31.4 6.68 58% 5.19 45.8 

1. Kleenex Kimberly-Clark, Neenah, WI J. Walter Thompson, NY $539.1 $36.5 7.30 94% 8.73 72.3 

2. Puffs P&G, Cincinnati Publicis, New York 210.4 18 7.11 84% 8.11 65.9 


4. Scotties 

TOILET TISSUE 

Kimberly-Clark, Neenah, WI J. Walter Thompson, NY 95.1 0.1 6.61 74% 7.29 58.1 

1. Charmin P&G, Cincinnati Publicis, New York $794.0 $40.4 7.06 91% 7.86 65.3 

2. Quilted Northern Georgia-Pacific, Atlanta DDB, New York 581.2 23.6 6.95 81% 7.73 62.2 

3. Kleenex/Cottonelle Kimberly-Clark, Neenah, WI Ogilvy & Mather, NY 512.6 6.3 N/A N/A N/A N/A 

4. Scott Kimberly-Clark, Neenah, WI J. Walter Thompson, NY 484.2 15.5 6.63 82% 7.13 57.7 

Sources: Information Resources (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

Gas Companies Blend Profits, 

Messages of Saving Nature 


Big Oil is cleaning up, literally. Record high oil and gas prices 

in the U.S.—spurred in part by war and terrorist jitters—are 

taking a bite out of the economic recovery, but have beefed 

up refinery margins, with $40-plus a barrel crude prices pushing 

gas well over $2 a gallon and the oil players farther 

into the black. 

ChevronTexaco profits were 

up 37% to $2.6 billion in the first 

quarter of 2004, versus $1.9 billion 

in net income a year ago. 

ExxonMobil saw its quarterly 

profit climb about 12% from a 

year earlier to $5.4 billion. Not 

surprisingly, none of the companies 

say they are planning ad cam- 

paigns to address the high prices, although 

ExxonMobil did run paid editorials in The New 

York Times and The Wall Street Journal on other 

subjects including global warming and alternative fuels. 

When attorneys general from 40 states met in Florida with five 

of the majors this March to ask why prices were so high, the 

response seemed less than satisfactory. Florida AG Charlie Crist, 

who said he’d consider suing the companies, characterized such 

answers as cold weather and shipping problems as “a little insulting,” 

per reports. 

Shell (which owns Pennzoil-Quaker State, Jiffy Lube and others) 

and BP are continuing corporate ad efforts positioning their 

environmentally friendly strategies. British Petroleum two years ago 

augmented its “Beyond petroleum” ads with “BP on the street,” promoting 

its pro-nature stance, via Ogilvy & Mather, Chicago (it will 


COMPANY NAME, 

LOCATION 

PETROL 

stick with the agency despite a recent review). The campaign continues, 

and TV may be added in the fourth quarter, per an agency 

source. In addition to its regular efforts emphasizing its respect for 

marine life, Shell broke ads lauding marine biologists and scientists. 

A major fuels campaign will launch this summer, per a source. 

Meanwhile, petrol companies, responding to the challenge of 

generic gasoline offered by big box stores and other volume retailers, 

and also looking to trim costs, are selling their convenience 

store chains and focusing on gasoline branding. 

This year, Shell sold 1,750 of its branded c-stores 

to franchisees, while maintaining ownership of 

the refilling islands, and has been rebranding 

those assets. Conoco-Phillips sold a large piece 

of its Circle K c-store chain to Alimentation 

Couche-Tard for $830 million late last year. The 

company launched a three-year effort to rebrand 

islands and pumps with the Conoco-Phillips 

logo, and this year unveiled a unified campaign 

for its 76, Conoco and Phillips 66 brands, via Dai- 

Oil’s well: Jiffy Lube uses humor in TV ley & Associates, Los Angeles, which touts Qual- 

spots to promote its oil change service. 

ity ProClean gasolines. 

Quick lube players now compete with car dealerships, which 

are getting into the game to boost incremental income and build 

relationships with car buyers. In the midst of regional efforts by 

Ford, GM, Chrysler and Toyota Express Lube, Valvoline Instant 

Oil Change in January launched a campaign on the benefits of 

preventative maintenance, and Jiffy Lube this year broke four 

humorous TV spots touting JL’s Signature Service Oil Change. 

Anne Tawney, vp-marketing, said JL will also launch opportunities 

with other Shell brands, including one with Pennzoil-Quaker 

State products for older cars targeting two million households. A 

program with Shell gasolines is also on tap. B 

LEAD AGENCY, 

LOCATION 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

OIL COMPANIES 

1. ExxonMobil Exxon, Irving, TX DDB, New York $246.7 $30.9 6.33 81% 7.05 55.8 

2. BP Amoco BP Amoco, London Ogilvy & Mather, Chicago 232.6 76.3 6.55 66% 7.29 57.7 

3. Shell Royal Dutch Shell, Netherlands J. Walter Thompson, Houston 201.9 113.1 6.45 85% 7.01 56.0 

4. ChevronTexaco ChevronTexaco, San Ramon, CA Young & Rubicam, SF 120.0 22.4 6.46 70% 6.93 54.9 

5. ConocoPhillips Conoco Petroleum, Houston Campbell-Ewald, Warren, MI 104.2 16.1 N/A N/A N/A N/A 

6. Marathon Marathon Ashland, Houston Berline, Bloomfield Hills, MI 41.2 16.3 N/A N/A N/A N/A 

AUTOMOTIVE AFTERCARE/LUBE (millions) 

1. Jiffy Lube Pennzoil-Quaker State, Houston McCarthy, Boston $1,430.0 $15.6 6.33 73% 6.17 49.9 

2. Pennzoil Ten Minute Pennzoil-Quaker State, Houston In-house 57.9 0.2 6.46 40% 6.30 49.5 

3. Valvoline Instant Oil Change Ashland Oil, Lexington, KY Doe-Anderson, Louisville, KY 4.8 N/A 6.39 46% 6.17 48.1 

4. Texaco Xpress Lube ChevronTexaco, San Ramon, CA Young & Rubicam, SF 2.6 0.1 6.07 31% 5.85 45.2 

5. Kwik Kar Kwik Industries, Dallas In-house 2.3 N/A 6.15 10% 5.76 43.8 

6. Valvoline Express Care Ashland Oil, Lexington, KY Doe-Anderson, Louisville, KY 2.0 0.2 6.39 35% 6.21 47.9 

EQUITY 

Sources: Brandweek research, National Oil and Lube News (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com

Superbrands PHARMACEUTICAL /OVER THE COUNTER 

BRAND 

‘Purple Pill’ on Counters 

No Source of Indigestion 


The market for allergy/cold and stomach remedies has been 

growing since two blockbuster drugs went over the counter: 

Schering-Plough’s allergy medication Claritin (in 2002) 

and AstraZeneca’s acid reflux pill Prilosec (last year). At the same 

time, the switches do not appear to be significantly 

cutting into sales of rival OTC brands. 

Consider the effect of Prilosec on the antacid category. 

The medicine consumers remember in DTC 

ads as “purple pill” has been repackaged in a purple 

box for OTC sale, and Procter & Gamble expects 

to exceed initial projections for first-year sales of $200- 

400 million. Johnson & Johnson’s Pepcid antacid 

tablets were down 5% last year to $81 million, but 

sales for its newer Pepcid Complete SKU were up 13% 

to $47 million. Zantac took the category’s biggest hit, 

with sales down 10% to $76 million. Sales for the entire tablet antacid 

category, however, were up 5% last year to $1.4 billion. 

Similarly, with the introduction of Claritin to OTC and the 

launch of Wyeth’s Alavert in 2002, sales in the cold, allergy and 

sinus category were up 37% to $1.8 billion. Claritin, Claritin-D and 

Claritin Reditabs have all seen exponential sales increases. The only 

product to show a sales decline in the allergy category—at less than 

3%—was Pfizer’s Benadryl. The introduction of loratadine (the 

chemical name for Claritin) hasn’t been a serious detriment to 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

Benadryl, in part because of its reputation as an effective treatment 

for anything from food allergies to a bee sting. 

Elsewhere, private label brands dominated the over-the-counter 

arena, with sales increases in the allergy category (up 26%), 

antacids (2.4%) and laxatives (up 18%). The whole gastrointestinal/tablet 

category was up 4.5% to $1.4 billion. 

In analgesics, J&J/McNeil is in the process of another repositioning 

for Tylenol. The effort began earlier this year with an 

ad campaign via Deutsch, New York, replacing long-time agency 

Saatchi & Saatchi on the $115 million account. 

Last year, Tylenol’s “Take comfort in our strength” campaign 

had been replaced with the tag,“Because not playing is not an 

option,” an attempt to lure active baby boomers with a somewhat 

hipper-sounding message. 

The current push relies on safety, using a medical alert theme 

with PSA-style TV ads to mimic the look of breaking news. J&J 

marketers are playing up Tylenol as a more benign, “safer” option 

to other OTC pain killers with fewer potential prescription drug 

interactions than, say, ibuprofen. Tylenol’s TV and print ads 

directly mention Bayer’s Aleve, the preferred medication for 

arthritis sufferers. Tylenol Arthritis was down 4% to $53 million 

in 2003, while Aleve was up 5% to $151 million. 

While sales rose 7.4% for Tylenol liquid and 1% for Tylenol 

PM, the Tylenol base brand’s sales were down 10% to $300 million 

last year. The $2.2 billion internal analgesics category, meanwhile, 

remained essentially flat. B 

* Includes four SKUs among top 15 Sources: Information Resources (global sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

TOTAL 

SALES 

(millions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

ALLERGY/COLD MEDICINE 


2. Claritin Schering-Plough, Kenilworth, NJ Ogilvy & Mather, New York 318.0 $82.4 N/A N/A N/A N/A 

3. Tylenol J&J/McNeil, Ft. Washington, PA Deutsch, New York 154.8 36.5 6.85 85% 7.64 61.7 

4. Benadryl Pfizer, Morris Plains, NJ Health@JWT, New York 119.6 38.0 6.88 81% 7.41 60.3 

5. Thera-Flu 

STOMACH/ANTACIDS (tabs) 

Novartis, Summit, NJ Corbett, Chicago 62.9 8.0 6.58 66% 6.69 53.3 


2. Pepcid J&J/McNeil, Ft. Washington, PA Lowe/Alchemy, New York 128.8 $53.7 6.54 61% 6.40 49.6 

3. Zantac Pfizer, Morris Plains, NJ Health@JWT, New York 105.8 19.8 6.52 50% 6.19 49.5 

4. Prilosec P&G, Cincinnati Publicis, New York 73.1 31.9 6.49 43% 6.00 47.4 

5. Tums 

ANALGESICS 

GlaxoSmithKline, Pittsburgh Torre Lazur, Parsippany, NJ 62.1 36.6 6.74 82% 7.27 59.5 

1. Tylenol* J&J/McNeil, Ft. Washington, PA Deutsch, New York $544.0 $80.0 7.08 95% 8.07 67.2 


3. Advil Wyeth, Madison, NJ Grey, New York 285.5 56.7 7.05 88 7.64 63.4 

4. Aleve Bayer, Morristown, NJ BBDO, Chicago/New York 151.2 45.1 6.99 80 7.41 60.1 

5. Bayer Bayer, Morristown, NJ BBDO, Chicago/New York 111.0 27.8 N/A N/A N/A N/A 

EQUITY 

www.brandweek.com

PHARMACEUTICAL/PRESCRIPTION DRUGS 

Drug Sales, Spending Rise; 

Statins May Hit Stores Next 


In Superbrands, we often discuss the impact of prescription 

drugs switching to over-the-counter status only in the context 

of the latter category. But drug companies increasingly 

must deal with the fact that the trend causes a marketing interplay 

between the two segments. 

First, the news: Cholesterol-fighting statins are the latest class 

of drugs likely to make the OTC move, with two of Merck’s cholesterol 

drugs, Mevacor and Zocor, potentially becoming available 

in U.S. drugstores by 2006. (Note: Zocor is going OTC in 

the U.K. soon, while Mevacor is available as a generic in the U.S., 

since it’s off patent.) 

Merck has pushed the OTC issue with the FDA in years past, 

but with little luck. Over the next year, however, the FDA may 

be more receptive to the switch because of the increased threat 

of cholesterol and heart disease in this country. 

If successful, the cholesterol transition would set up a broader 

marketing battle, akin to the one now being fought among 

allergy and stomach medication brands. In the allergy arena, 

for example, consumer ads for Aventis’ Allegra not only compare 

the drug to its prescription rivals (including Pfizer’s 

Zyrtec) but also to OTC options such as Claritin and even Pfizer’s 

Benadryl. Similarly, AstraZeneca’s prescription-strength 

stomach drug Prilosec (marketed over the counter by Procter 

& Gamble) and J&J/McNeil’s Pepcid have engaged in a volley 

of comparative TV ads since the former became available without 

a prescription late last year. 

Following a drug patent expiration, obtaining OTC approval 

can be advantageous for pharmaceutical marketers as they seek 

to undercut generic marketers’ prices. Zocor is patent protected 

until 2006, but nonetheless faces a huge amount of competition 

from recently approved cholesterol drugs such as 

AstraZeneca’s Crestor and Schering Plough’s Zetia. 

The other big story in 2003 was the significant spike in directto-consumer 

ad spending. Drug companies increased media outlays 

by 24% last year to $3.23 billion, following a drop from $2.76 

BRAND 

COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

billion in 2001 to $2.6 billion in 2002. Competition between prescription/OTC 

categories and a rush of me-too products—in areas 

such as erectile dysfunction—were among the chief reasons for 

the turnaround. 

Drug sales, too, were up last year. Sales of prescription drugs 

in the U.S. increased 11.5% to $216.4 billion in 2003, per IMS 

Health, Fairfield, Conn. 

To challenge Pfizer’s Viagra, Levitra (jointly marketed 

by Bayer and GlaxoSmithKline) arrived in 

August, while Eli Lilly’s Cialis was approved for sale 

domestically in January. Levitra touts itself as fastacting, 

a point made in ads starring former football 

coach Mike Ditka. It has since taken a gentler tack 

with ads featuring a woman talking about her mate 

taking Levitra. Cialis, meanwhile, used a romantic 

couple facing a sunset to promote its long-lasting 

attribute. The erectile dysfunction segment is expected 

to generate at least $300 million in media spending 

in 2004. 

Other new drug entries last year included Eli Lilly’s Strattera, 

a non-stimulating medication for attention deficit hyperactive 

disorder (ADHD), and a growing number of competitors 

to Allergan’s Botox in the cosmetic pharmaceutical category. 

Drug and biotech companies have invested considerable 

resources into dermatology products such as wrinkle fillers. Many 

doctors are using Botox and wrinkle fillers together as a dual 

therapy for lines. Two fillers that recently arrived in the U.S. market 

are Inamed’s Hylaform and Q-Med’s Restylane. 

Because physicians are required to administer the cosmetic 

procedure rather than write a patient prescription, the first line 

of marketing for these products is often targeted at doctors. 

Inamed, for example, is using price to get doctors to stock 

Hylaform. With DTC ads likely in the mix down the road, 

Inamed evp Hani Zeini said that phase one of the Hylaform 

launch includes an introductory promotion in which the perpatient 

cost of the drug to doctors—in addition to the company’s 

collagen products—will be the same as the equivalent 

amount of Q-Med’s wrinkle filler only. B 

1. Lipitor Pfizer, New York Merkley + Partners, New York $9.23 $109.8 6.85 43% 6.00 49.0 

2. Zocor Merck, Whitehouse Stn., NJ Ogilvy & Mather, New York 5.01 80.5 6.65 30% 5.51 44.7 

3. Norvasc Pfizer, New York N/A 4.33 N/A N/A N/A N/A N/A 

4. Zyprexa Eli Lilly, Indianapolis N/A 4.27 N/A 6.08 10% 4.92 37.7 

5. Procrit Ortho Biotech, Raritan, NJ Anderson, DDB, Toronto 3.98 74.8 6.66 13% 4.61 35.7 

6. Advair GlaxoSmithKline, Triangle Pk, NC Ogilvy & Mather, New York 3.63 101.3 N/A N/A N/A N/A 

7. Nexium AstraZeneca, Wayne, PA Saatchi & Saatchi, New York 3.30 215.2 N/A N/A N/A N/A 

8. Prevacid TAP, Lake Forest, IL Merkley + Partners, New York 3.19 114.0 6.66 42% 6.24 49.9 

9. Zoloft Pfizer, New York Kaplan Thaler, New York 3.11 114.2 6.46 39% 4.89 40.8 

10. Paxil GlaxoSmithKline, Triangle Pk, NC Torre Lazur, Parsippany, NJ 3.07 0.2 6.04 30% 4.66 37.0 

Sources: Med Ad News (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(billions) 


MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

Wal-Mart Keeps Smiling, 

And Rivals Are Not Happy 

By Sandra O’Loughlin and Barry Janoff 

Wal-Mart’s smiley face once again this year has a lot to 

grin about as Brandweek’s super retailer retains its command 

of the top position, with no others even coming 

close. But don’t count them out—the other retail Superbrands 

have been busy improving their merchandise assortments, shedding 

extraneous businesses and beefing up marketing 

messages in their quest for market share. 

Still, the Bentonville, Ark., titan is so big that 

last month union leaders and community activists 

met in Washington, D.C., to air concerns over the 

retailer’s impact on wages and the economy. A bigger 

concern, however, may be the rising cost of 

gasoline, which is steadily taking a larger bite out 

of consumers’ wallets. For now, thanks to tax 

rebates and home refinancings, the mood is mostly 

optimistic as consumers shop for 

colorful new apparel, and update their homes 

with new kitchens and other improvements. 

Wal-Mart sales last year grew from a whopping 

$244.5 billion in 2002 to an even more 

mammoth $256.3 billion. Second-place contender 

The Home Depot also posted an impressive 

sales gain, to $64.8 billion from $58.2 billion 

to retain its No. 2 position. Lowe’s also 

showed growth, by $3.4 billion, to move up a 

spot, ahead of Kmart, which held steady at 

$30.7 billion. Meanwhile, thanks to its breezy 

new apparel assortment and targeted advertising 

messages, Gap climbed ahead of Federated 

to achieve the ninth spot, up from 10th last year. Yet don’t 

count Federated out. Despite a slight decrease, the company is 

striking back with a new marketing model that attaches the powerful 

Macy’s name alongside its other holdings. 

Still, when it comes to sheer volume, Wal-Mart is king. The 

mega-retailer just keeps giving consumers exactly what they want: 

* includes Old Navy, Banana Republic; ** includes Bloomingdale’s, Bon Marche Sources: Hoover’s Online (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


COMPANY NAME, 

LOCATION 

RETAIL 

quality merchandise—if somewhat limited selection—at low prices. 

Its message resonates in “real people” ads, via Bernstein-Rein, 

Kansas City, Mo. In March, Wal-Mart began offering music downloads 

from its Web site for 88 cents a tune. Consumers can now 

cash paychecks at designated registers in 44 states, a tactic the retail 

giant will use to eventually morph into the banking business. 

Small wonder that other brands want to join Wal-Mart’s ride. 

Dunkin’ Donuts plans to open 10 shops in Wal-Mart stores; and 

following 2003’s decree to banish so-called “laddie magazines” 

FHM, Stuff and Maxim, Time Inc. has developed All You, a women’s 

lifestyle magazine for exclusive distribution in Wal-Mart stores. 

Kmart, which emerged from bankruptcy protection last May, 

is counting on a redesigned apparel collection to give it a one-up 

over Wal-Mart’s cost-conscious consumers and Target’s trendy ones. 

In April, it established a New York design team to upgrade quality 

and style. A campaign via new agency Grey, New York, plays 

up the “K” and exclusive brands with the theme, “Kmart. Right 

Here. Right Now.” 

Paul Guyardo, former evp-television and 

marketing for Home Shopping Network, 

joined Kmart in March as svp/CMO, with a 

track record of redefining national brands and 

attracting new customers, exactly what the 

retailer needs as it builds its way back. His first 

deal pairs Kmart with the WB Television Network 

where Kmart’s apparel brands, Martha 

Stewart Everyday, Joe Boxer, Thalia Sodi, 

Route 66 and Sesame Street, will appear on top 

WB shows such as 7th Heaven. 

Keep smiling: Wal-Mart’s icon offers 

people low prices, good experiences. 

J.C. Penney, in the fourth year of a fiveyear 

turnaround plan, in April shed its Eckerd 

drug store chains and is now focused on its core department 

store business. During February’s Academy Awards telecast, the 

retailer updated the “It’s all inside” tag with the campaign theme: 

“Have you seen what’s inside at J.C. Penney?” The effort, via 

DDB Chicago, touts its improved apparel and lingerie offerings, 

jewelry and household goods. Also in the works: a strategy 

LEAD AGENCY, 

LOCATION 

1. Wal-Mart Wal-Mart, Bentonville, AR Bernstein-Rein, KC, MO $256.3 $428.6 6.94 96% 8.52 70.8 

2. The Home Depot The Home Depot, Atlanta Richards, Dallas 64.8 522.7 7.08 90% 8.42 68.9 

3. Target Target, Minneapolis Peterson, Minneapolis 48.1 573.8 6.96 93% 8.29 68.0 

4. Sears Sears, Hoffman Estates, IL O&M, Chicago; Y&R, Chicago 41.1 634.7 6.66 97% 7.54 62.1 

5. J.C. Penney J.C. Penney, Dallas DDB, Chicago 32.3 436.4 6.68 95% 7.58 62.0 

6. Lowe’s Lowe’s, North Wilkesboro, NC McCann-Erickson, NY 30.8 299.2 7.02 82% 8.10 65.5 

7. Kmart Kmart, Troy, MI Grey, NY 30.7 175.4 6.18 96% 7.20 57.7 

8. Best Buy Best Buy, Eden Prairie, MN Best Buy Advtg., Eden Prairie, MN 24.5 302.1 6.95 89% 8.19 66.1 

9. Gap* Gap, San Francisco Laird, NY; Deutsch/LA; others 15.8 356.1 6.46 76% 6.45 52.8 

10. Macy’s** Federated, Cincinnati Lowe, NY; others 15.2 604.8 6.70 64% 6.86 55.9 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

www.brandweek.com

RETAIL 

to open as many as 100 stores over the next few years, including 

seven in a smaller, off-the-mall format. The Chris Madden home 

collection, which launched last month, and a partnership in September 

with celebrity wedding planner Colin Cowie should also 

add some excitement to the brand. 

Target is also expanding via a new retail model that offers 

necessities such as packaged food and milk along with affordable 

designer duds from the likes of Isaac Mizrahi and Mossimo. 

The discounter’s parent, Target Corp., in March began shopping 

around its Marshall Field’s and Mervyn’s department store 

groups to focus more on its discount business. Such a sale could 

add plenty of punch to its efforts to woo consumers away from 

its various rivals. 

Sears this year opened its second Sears Grand off-mall store, 

and said last month it will open freestanding Lands’ End specialty 

stores in upscale malls or other locations. Those moves followed 

a November sale of Sears’ credit card 

operations. This year, Sears is beefing 

up its home products and introducing 

new apparel brands, including U.S. Polo 

for men and boys. 

Old Navy is having fun this summer 

with its final in-house campaign, an effort 

featuring colorful apparel in poolside and 

picnic settings. This July will see the 

launch of its first work from Deutsch/LA, 

Marina Del Rey, Calif. Parent company 

Gap Inc. posted its seventh straight quarter 

of earnings increases and is eyeing 

growth opportunities, such as women’s plus-size apparel for Old 

Navy and swimwear for Gap and Banana Republic. A discount concept 

could also be in the offing, so look out, Wal-Mart! 

Department stores and mass merchants are not alone in trying 

to outmaneuver Wal-Mart. To keep up with the retail superpower, 

key players in the supermarket category are trying everything 

from opening convenience stores and gas stations, to 

expanding customer services in non-food areas and online, to 

just plain consolidating or selling off properties. 

Publix has been extending its reach via a c-store concept called 

Pix, now being tested in Florida. It also has launched a liquor 

BRAND 

COMPANY NAME, 

LOCATION 

Everybody loves Patricia: Actress Heaton adds a 

smiling face to Albertsons on TV and online. 

LEAD AGENCY, 

LOCATION 


store business and is part owner of Crispers, a Florida restaurant 

chain. Concurrently, the company shuttered its online unit, PublixDirect, 

noting that volume of business was too low. 

Albertsons, however, is expanding its online division city-bycity 

in locations in which it already has established a significant 

brick-and-mortar presence—a tack also being followed by Safeway—and 

is pursuing the same strategy with its on-site gas station 

operation. It currently has more than 230 stations nationwide 

and could top 250 this year. 

While online shopping is going through a resurgence, so, too, 

is the growth of essential non-food services being offered to consumers 

within new and remodeled stores from leading players 

Kroger, Albertsons, Safeway and Ahold USA, including in-store 

banking, photo processing, dry cleaning, postal services, 

Internet access, gardening, auto repair and even 

baby-sitting, all in an effort to attract customers and 

keep them longer once they 

enter the store. But even 

these moves are leaving 

some grocery retailers in the 

hole. Winn-Dixie said in 

April that it will close 156 

stores and cut up to 10,000 

jobs. Ahold USA—which is recovering 

from a financial scandal that forced it to 

reduce its estimated earnings in 2000-02 

by more than $1 billion—said it will divest 

its BI-LO and Bruno’s divisions (a total of 

about 365 stores), and Albertsons is continuing 

a policy that in the past three years has seen it reduce the 

number of operating divisions by more than 60% and close or sell 

more than 400 underperforming stores. 

Last man standing? The larger retailers are following a modest 

plan of expansion and acquisition. Albertsons, for example, 

recently purchased New England-based chain Shaw’s. Meanwhile, 

natural/organic chains Whole Foods and Wild Oats are still riding 

a consumer wave. But Wal-Mart continues to expand its 

Supercenters (each of which contain 40,000-square-foot food 

departments, about the average size of a standalone supermarket) 

into regions previously controlled by grocery retailers. B 

SUPERMARKETS 

1. Kroger Kroger, Cincinnati Various $53.6 $109.3 6.74 55% 7.32 59.1 

Fred Meyer “ “ * 6.63 17% 6.76 53.7 

Ralphs “ “ * 6.48 19% 6.30 50.3 

2. Costco Costco, Issaquah, WA In-house 41.7 0.4 6.97 56% 7.65 62.3 

3. Albertsons Albertsons, Boise, ID Duncan, Los Angeles 36.2 124.2 6.45 51% 6.99 56.3 

4. Safeway Safeway, Pleasanton, CA Dailey, Los Angeles 33.6 103.6 6.51 53% 6.76 54.8 

5. Ahold Ahold USA, Chantilly, VA Various 26.9 26.2 5.93 4% 6.54 48.3 

Stop & Shop “ Various 6.47 26% 6.46 50.2 

6. Publix Publix, Lakeland, FL WestWayne, Atlanta & Tampa, FL 16.7 42.9 7.00 25% 7.53 61.9 

7. Food Lion Delhaize, Salisbury, NC Various 15.4** 14.1 6.13 29% 6.31 49.7 

8. Winn-Dixie Winn-Dixie, Jacksonville, FL Kansas City, MO 11.9 26.3 6.32 42% 6.26 50.8 

Sources: Supermarket News, Fairchild Publications (sales); * media spend is included in Kroger’s total; ** sales from all Delhaize stores;TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

My Phone: (a) Takes Pictures, 

(b) Web Surfs, (c) Networks 


Prices in the wireless industry will continue to decline while 

ad spending will rise, leading to more churn, all of which 

means lower profits. Who was the naysayer behind this 

gloomy forecast? AT&T Wireless, in its 2003 annual report. 

AT&T had reason to be glum. By year’s end, it was growing 

more slowly than its rivals after keeping its ad/promotional 

spend steady at $876 million. If not for 

its GoPhone service, which targets users with bad 

or no credit, like teens, the company would have 

lost subscribers. Thanks to Local Number Portability, 

an FCC ruling that let users keep their cell 

phone numbers when they switch subscribers, and 

hitches in updating its network, the company was 

predicting more churn this year. 

Luckily for management, Cingular Wireless—a 

joint venture between SBC and BellSouth—is buying 

AT&T Wireless for $41 billion. That will make Cingular the top 

dog in the category, but it will have several comers, including 

Verizon Wireless, quickly nipping at its heels. AT&T ironically 

has floated the idea of re-entering the market using a service resold 

by other carriers called AT&T Wireless. 

AT&T Wireless was hit especially hard over the last year. A 

software glitch in the fourth quarter cost it about $100 million 

and the brand, which has a bad customer service reputation, never 

found a winning ad strategy. After dumping the mLife theme 

devised by Ogilvy & Mather, New York, AT&T tried a campaign 

from Goodby, Silverstein & Partners, San Francisco, reminiscent 

of its former parent’s “Reach out” ads of the ’80s. By April, AT&T 

dumped Goodby and now the brand is in a holding pattern until 

the acquisition is completed. 

But AT&T is merely the weakest of the herd. Everyone else 

is experiencing the same pressures, which is good news, at least 

in the near-term, for the ad agencies, promo firms and media buyers 

that work wireless accounts. Verizon Wireless, for instance, 

told shareholders the rabid competition—it counts five rivals in 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

TELECOMMUNICATIONS 

nearly every market—could prompt it to spend even more on 

ads. Nextel, which has successfully defended its high-end niche, 

boosted its 2003 spend by $102 million after launching a splashy 

campaign from TBWA\Chiat\Day, New York, and inking an estimated 

$40 million deal with Nascar to be title sponsor of its racing 

series (previously the Winston Cup series) for the next decade. 

Chris Ambrosio, an analyst with Strategy Analytics, Boston, 

expects the combined Cingular/AT&T to spur more ad spending 

from rivals, especially Sprint PCS and Verizon. “I think spending’s 

going to be up for the next six to eight quarters,” he said. 

All the major players, save AT&T Wireless, are upping the ante, 

though growth overall is not what it used to be. There are 160 million 

people with wireless phones in a country of 250 million. By 

industry standards, though, that 90 million is not the cream of 

the crop. Many are too young, too old or credit-challenged. “People 

who wanted [wireless phones] got them,” said Jeffrey Kagan, 

an Atlanta-based telecom analyst, “but there are new users. Kids 

grow up and people decide prices have come down enough.” 

So while wireless firms are going after teens with new products 

or sub-brands (Virgin Mobile and Boost Mobile from Sprint PCS 

and Nextel, respectively), they’re also conspiring to keep the average 

rate per user steady. Text messaging and other bells and whistles 

like video and Web surfing (aka Wi-Fi) abound, not to mention 

the new fad of using wireless phones to arrange on-the-fly gettogethers. 

Though telecoms have spent little advertising Wi-Fi (versus 

chipmaker Intel, which has put about $300 million in ads behind 

its Centrino Wi-Fi technology), all are staking claims in the Wi-Fi 

arena. T-Mobile has been the most aggressive, with about 5,000 

Wi-Fi spots in Borders, Kinko’s and other retail locales. Yet, as 

consumers rely more on wireless, the price of minutes keeps falling. 

Kagan, however, expects the relentless one-upmanship to end 

as a free-for-all ensues between telecoms and cable firms over integrated 

voice and data services like Voice-Over-IP, a method of placing 

cheap calls over the Internet. The changes may also revive longdistance 

firms like AT&T and MCI that have been sidelined in the 

wireless revolution. “The era of selling telephones with big buckets 

of minutes and catchy differentiators is over,” he said. B 

1. Verizon Verizon, NY McCann-Erickson, NY $67.8 $1,136.7 6.37 75% 6.43 52.1 

2. SBC SBC, San Antonio, TX GSD&M, Austin, TX 40.6 750.0 6.24 39% 6.63 53.3 

3. AT&T AT&T, Basking Ridge, NJ Young & Rubicam, NY 34.5 211.9 6.15 93% 6.21 51.9 

4. BellSouth BellSouth, Atlanta Grey, NY 21.5 250.0 6.28 52% 5.70 45.7 

5. AT&T Wireless AT&T Wireless, Kirkland, WA Ogilvy & Mather, NY 16.7 799.1 N/A N/A N/A N/A 

6. Qwest Qwest, Denver Foote, Cone & Belding, NY 14.3 63.0 5.97 34% 5.81 44.9 

7. Sprint Sprint, Overland Park, KS Publicis and Hal Riney, SF 14.0 791.9 5.91 75% 5.41 44.0 

8. Nextel Nextel, Reston, VA TBWA\Chiat\Day, NY 11.6 259.2 6.27 54% 5.60 44.1 

9. Northern Telecom Northern Telecom, Toronto Temerlin-McClain, Irving, TX 9.7 4.8 6.09 11% 4.89 37.0 

10. Alltel Alltel, Little Rock, AR DDB, Chicago 8.0 96.7 5.99 24% 5.45 43.2 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

Sources: Brandweek research, company financial reports (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 

www.brandweek.com

TOBACCO 

Consumption Down Slightly 

As Price Gap Narrows 


Cheap smokes are here to stay, but last year their growth 

rate finally slowed because the big boys, Philip Morris 

USA in particular, narrowed the price gap between its 

premium brands and the deep discounters. 

The chief reason? PM, partly in response to a lawsuit filed 

by wholesalers alleging antitrust violations, changed its retail and 

wholesale Leaders programs, which have rewarded participants 

that fulfill shelf display, signage and market share requirements 

with cash bonuses and discounts. Store operators who signed 

the old PM contract had the satisfaction of knowing they could 

sell No. 1 Marlboro cheaper, yet at a better margin, than competitors 

who were not in the merchandising program. 

The tobacco giant’s new program lowered wholesale prices 

and made cheaper Marlboros available to all store operators, not 

just those under contract. Bonuses and discounts also were cut, 

and other manufacturers eventually reduced their incentives. 

“I miss the days when the reps came in and bullied us,” said 

a Florida retailer, referring to a time when cigarette salespeople 

would check contract compliance, and rip down competitors’ 

signs and fixtures. She is adding novelty items to her tobacco 

outlets to help make up lost contract money. “I was scared then, 

but I was more profitable,” she said. 

Enabling all retailers to reap the benefit of the program helped 

PM narrow the price gap with deep discount cigarettes. By year’s 

end, the average discount price was 47% less than the average 

premium smoke, compared with 73% during 2001, according 

to Bonnie Herzog, an analyst with Smith Barney, New York. Other 

factors contributed to closing the difference, like better enforcement 

by states to collect escrow fees which raised the cost of making 

cigarettes for small suppliers. Obviously, the fiscal interests 

of state governments are tied to the Big Six signatories of the 

Master Settlement Agreement maintaining their market shares. 

Still, market share for deep discount smokes, aka fourth-tier 

brands, jumped to 10% last year compared with the 2% that existed 

before the MSA, according to various estimates. (An exact fig- 

BRAND COMPANY NAME, 

LEAD AGENCY, 

LOCATION 

LOCATION 


ure is hard to determine, because many mom-and-pop manufacturers, 

importers and illicit retailers do not report their sales.) 

On the whole, cigarette consumption was down slightly in 

2003. Consumers either quit, died or smoked less as smoking 

bans in public places contributed to a .05% drop last year, to 

371.4 billion units, per Herzog’s numbers. 

Ironically, manufacturers themselves may have contributed to 

the decline. Their anti-smoking initiatives (the only 

TV advertising they are permitted) urged parents 

to talk to their children about the dangers of smoking. 

Campaigns like those of Philip Morris are meant 

as a counterweight to the anti-tobacco marketing 

messages put forth by the American Legacy Foundation. 

PM is also looking to clean up its act as it 

bids to have the Food and Drug Administration oversee 

the industry. FDA certification for lower-risk 

products—a potential growth market—might add a 

layer of credibility rather than a manufacturer’s stamp 

of approval. 

Conversely, the smokeless category grew 5.7% last year, per 

ACNielsen. The 26.6% jump in price-value brands foreshadows 

that premium smokeless manufacturers, like U.S. Smokeless 

Tobacco, Swedish Match and Conwood, could face the same 

deep discount scenario their cigarette brethren have endured. 

Thanks to rising sales taxes, the roll-your-own (papers) and 

make-your-own (tubes and injector machines) sectors also grew 

to 3.5% of the cigarette category, from less than 1% five years ago. 

This niche could climb higher as more than a dozen states consider 

tobacco tax increases this year. Better products would do 

the trick as well; a clever inventor could top tobacco injectors with 

a cotton gin breakthrough that makes manufacturing a carton of 

your own smokes as easy as dumping loose tobacco into a drum, 

plugging in your own personal cigarette maker and walking away. 

This year could also see Philip Morris face a stronger No. 2 

competitor, if the merger of R.J. Reynolds Tobacco and Brown 

& Williamson is approved by the Federal Trade Commission. 

Reynolds American would boast $10 billion in annual sales and 

32% market share, compared with PM’s 50%. B 

MEDIA 

EXPENDITURES 

(millions) 

FAMILIARITY 

PURCHASE 

INTENT 

1. Marlboro Philip Morris USA, Richmond, VA Leo Burnett, Chicago 147.9 $0.0 6.58 68% 4.24 35.7 

2. Newport Lorillard, NY Avrett, Free & Ginsberg, NY 30.9 9.9 5.55 41% 2.97 23.8 

3. Camel R.J. Reynolds, Winston-Salem, NC Agent 16, NY 21.6 43.8 5.78 58% 3.12 25.4 

4. Doral R.J. Reynolds, Winston-Salem, NC Coyne Beahm, Greensboro, NC 21.2 15.6 5.52 31% 3.18 24.0 

5. Basic Philip Morris USA, Richmond, VA Leo Burnett, Chicago 15.8 6.0 5.72 35% 3.77 29.2 

6. Winston R.J. Reynolds, Winston-Salem, NC None 15.7 26.3 5.74 50% 3.04 23.9 

7. Kool Brown & W’mson, Louisville, KY Bates, NY; 141 Worldwide, NY 11.7 15.5 5.38 44% 2.36 18.3 

8. USA Gold Commnwlth Brnds, Bwling Grn, KY In-house 10.6 0.0 5.78 14% 4.97 39.0 

9. Salem R.J. Reynolds, Winston-Salem, NC None 9.3 33.5 NA NA NA NA 

10. Virginia Slims Philip Morris USA, Richmond, VA Leo Burnett, Chicago 9.2 0.0 5.39 42% 2.72 19.3 

Sources: The Maxwell Report (sales in billions of units); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(units) 

QUALITY 

EQUITY


BRAND 

Sad Story: Why Do the Little 

Ones Grow Up So Fast? 


Arecent survey by the NPD Group found that most boys 

would rather play a G.I. Joe videogame than play with a 

G.I. Joe action figure. 

This finding is perhaps not surprising to brand executives who 

have watched videogames slowly supplant traditional toys, a $20.7 

billion business that was down another 3% last year. 

Retailers, psychologists and industry observers 

who’ve witnessed the trend call it “age compression,” 

whereby kids abandon traditional toy categories 

at increasingly younger ages for more sophisticated 

products, such as cell phones, DVD players, 

CD players, MP3 devices and other electronics. 

Retail sales of video consoles and games combined 

for more than $10 billion in sales last year, nearly 

half the toy industry’s take and outpacing domestic 

movie box office rates for the third year. 

If that wasn’t enough to depress Toys “R” 

Us, the No. 2 player in toys, the variety of venues 

selling all those other games hurt, too. 

TRU’s fourth quarter 2003 sales fell 48%, primarily 

due to a 22% decline in sales by its 

videogame departments, which the company 

owed to a lack of new videogame systems. More 

bad news for TRU: There’s no big console 

launch slated for this year, either. Sony estimates 

it will sell 30% fewer PlayStation 2s this 

fiscal year (which started April 1). Microsoft, 

meanwhile, is said to be targeting 2005 for its 

next-generation game console, code-named 

Xenon, but PlayStation 3 probably won’t be out until 2006. 

The only glimmer of hope comes for Nintendo DS, a Game 

Boy sequel that’s expected to hit the U.S. sometime this year. 

Sony is expected to challenge Nintendo’s supremacy in the handheld 

game space, but not until next year. 

Against this backdrop, one might think the two toy giants 

that don’t have a game console—Mattel and Hasbro—would be 

foundering. That’s not the case, though. Mattel’s revenues rose 

2% last year to $4.96 billion, as lower domestic sales of Barbie and 

Hot Wheels were offset by Fisher Price and newcomers like Yu- 

Gi-Oh!, along with gains overseas. A streamlining of operations 

combined boys and girls entertainment properties as the giant 

aimed to keep costs in check and improve top-line growth. 

* estimated Sources: Brandweek research (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


COMPANY NAME, 

LOCATION 

TOYS 

Hasbro’s revenues, meanwhile, jumped 11% to $3.14 billion on 

the strength of products like Beyblade, Furreal Friends, My Pretty 

Pony, Video Now and the hip Bratz dolls it distributes for MGA 

Entertainment. Earnings were only $175 million, or 5% of revenues. 

Mattel boosted its marketing spend to $636 million (worldwide) 

in 2003 versus $552.5 million the year before, but is reviewing 

its budget strategy for this year, per its annual report. 

Hasbro took a similar gamble, upping its ad spend to $363.8 

million (worldwide) versus $296.5 million the prior year. Hasbro 

said it intends to keep spending to back its core brands and tie-ins 

with Disney/Pixar’s The Incredibles following its current run with 

DreamWorks’ Shrek 2. But after suffering through some movie tieins 

that didn’t live up to the hype, Hasbro is also making existing 

brands like Candy Land, the Weebles and G.I. Joe more like movie 

properties by bundling them with back story DVDs. 

In particular, the 40-year-old G.I. Joe will get a Valor v. Venom 

DVD to be promoted via a fall tie-in with McDonald’s. Mattel has 

also seized on the back story idea and is limiting 

its promotional exposure to Paramount’s 

SpongeBob SquarePants Movie and Nickelodeon 

TV properties. Lego, which took a bad tumble 

on licensed merch in 2003, will try a refresh 

with its Knight’s Kingdom construction set. 

Retro names got renewed interest not just 

from kids, but the Hot Topic set, as Care Bears 

licensed merch hit $250 million and Strawberry 

Shortcake piled up $210 million. On tap this 

year: Girl-powered fantasy toys Fairytopia (Mat- 

Back story: Hasbro spins tales to pump tel), Winx Club (4Kids Entertainment) and 

up its 40-year-old soldier, G.I Joe. Fairees (Bratz), all picking up on magical interest 

sparked by Harry Potter’s gal pal, Hermione. 

Retail consolidation continues to remake the category: 2003 saw 

more store closings (Zainy Brainy, Imaginarium and Kids “R” Us) 

and the bankruptcy of FAO Schwarz. Wal-Mart is now the country’s 

top toy seller, which explains some of TRU’s troubles, but 

also presents a red flag for toymakers. With fewer units, some distribution 

expenses will be lower, but Wal-Mart’s penchant for holding 

down prices will make it hard for brands to count profits. 

Overall, 2004 will likely be a ho-hum year. Without a hint of 

irony, Michael Redmond, senior industry analyst at NPD Funworld, 

called the toy category “mature.” 

“Back in 1999 [the category] grew 5%, but we had the WWE, 

and Furby and lots of licensing activity,” he said. “Since then 

it’s been up or down 2-3% a year.” B 

LEAD AGENCY, 

LOCATION 

1. Sony PlayStation Sony, Foster City, CA TBWA\Chiat\Day, LA $7.5 $95.9 7.04 70% 7.22 59.4 

T2. Mattel Mattel, El Segundo, CA Young & Rubicam, NY 5.0 186.0 7.14 86% 7.29 60.9 

T2. Nintendo Nintendo of Am., Redmond, WA Leo Burnett, Chicago 5.0 84.7 6.91 79% 6.70 56.4 

4. Hasbro Hasbro, Pawtucket, RI Grey, NY 3.1 118.3 6.86 72% 7.44 58.6 

5. Microsoft Xbox Microsoft, Redmond, WA McCann-Erickson, NY 2.8* 15.9 N/A N/A N/A N/A 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

www.brandweek.com

TRAVEL 

Low-Fare Airlines Rule Skies 

While Hotels Add Services 


In a year in which low-fare airlines stole headlines and passengers, 

more hoteliers took to branding with the realization that 

price alone cannot trump all else in a commodity market. Cookie-cutter 

rooms, double beds and television armoires are quite 

forgettable. But mention W or a Kimpton property to frequent 

travelers, and the name often triggers recall of a unique style 

and personality. Marketing gurus would say it creates an “ownable 

experience.” 

Hilton sweetened the check-in with walk-up kiosks that eliminate 

the front desk wait. Soon, Carlson Group’s Radisson will 

up the ante with its Express Yourself option, which enables guests 

to check in online prior to arrival and stop by the front desk 

just long enough to be handed their room key. Hampton will 

spend $80 million restaging itself by playing up the Hampton 

100% Satisfaction Guarantee and adding items—including a 

portable lap desk, proprietary alarm clocks 

and curved shower curtains—that will only be 

found in the mid-tier brand. 

Snoozing, too, is garnering a bigger chunk 

of the branding formula. 

Starwood brands Westin and Sheraton 

staked claims to a good night’s rest by marketing 

Heavenly and Sweet Sleeper beds, respectively. 

Now, Radisson will install 90,000 Select 

Comfort Sleep Number beds throughout its 

chain, and InterContinental’s Crowne Plaza collaborated 

with a sleep expert to develop a Sleep 

Advantage package that includes a guaranteed 

wake-up call (otherwise the stay is free), a CD with soothing sounds, 

night lights and clips on drapes to eliminate early morning sunlight. 

Airline executives, by contrast, could rarely be accused of overcompensating 

in their attempts to understand travelers and consistently 

give them what they want—at least in the days of high 

walk-up fares. In recent years, Southwest, JetBlue and Air Tran 

BRAND 

COMPANY NAME, 

LOCATION 


have delighted flyers with a low-cost business model and managed 

to grow in the most commoditized travel industry by delivering 

better service and consistently cheaper fares. 

Legacy carrier American West, which morphed into a low-fare 

airline in 2002 as it chucked Saturday night stay requirements, 

capped fares and sold food, has been in the black for four consecutive 

quarters. Regional carrier Atlantic Coast Airlines also transformed 

recently into Independence Air, the low-fare, 

hometown airline for Washington, D.C., backed by 

a $40 million ad push. United and Delta decided that 

if you can’t beat ’em, emulate them, launching Ted 

and Song. With United hoping a federal loan will 

help it exit bankruptcy this summer and Delta warning 

that it may file for Chapter 11, the potency of their 

low-fare spinoffs has yet to be established. 

“If you can figure out how to deliver value without 

charging consumers more for it, you’ve really got 

something,” said Ron Cole, vp-sales for America 

West. “And you’re in really good shape if you 

can do that without raising costs.” That’s the 

task facing U.S. Airways, which now has to fight 

off Southwest in its Philadelphia backyard. 

Differentiation is becoming more critical as 

consumers increasingly shop for travel online— 

one-third of all travel was booked via the Internet 

last year—where they face a litany of choices. 

Marriott has about a dozen lodging brands, 

Rose colored glasses: United rebranded but how many consumers know that Fairfield 

with animated campaign’s emotional pull. is the mid-tier product and Residence Inn is the 

extended-stay brand? How will they learn in a 

world where communication media are fragmented and consumers 

are already tuning out a deluge of advertising? 

If consumers perceive little differentiation among products, 

they will make more of their travel selections based on value. As 

a result, travel search engines like SideStep.com and Booking- 

Buddy.com, which display side-by-side comparisons of prices from 

LEAD AGENCY, 

LOCATION 

AIRLINES 

1. American AMR, Fort Worth, TX Temerlin McClain, Irving, TX $17.4 $77.7 6.59 80% 7.01 56.5 

2. United UAL, Elk Grove Village, IL Fallon, Minneapolis 13.7 76.4 6.46 81% 6.91 55.1 

3. Delta Delta Air Lines, Atlanta Brighthouse, Atlanta 13.3 39.9 6.63 78% 7.01 56.0 

4. Northwest Northwest, St. Paul, MN Carmichael Lynch, Minneapolis 9.5 21.7 6.50 66% 6.82 54.5 

5. Continental Continental Airlines, Houston Kaplan Thaler, NY 8.9 17.4 6.45 69% 6.47 51.5 

6. Southwest Southwest Airlines, Dallas GSD&M, Dallas 5.9 132.6 6.88 71% 7.26 58.5 

7. US Airways US Airways, Arlington, VA Eisner, Baltimore 5.3 14.9 6.35 66% 6.72 52.8 

8. Alaska Air Alaska Airlines, Seattle WongDoody, Seattle 2.4 9.2 6.77 31% 6.74 52.9 

9. America West America West Airlines, Phoenix Moses Anshell, Phoenix 2.3 5.2 6.50 47% 6.63 52.1 

10. ATA ATA Holdings, Indianapolis Romani Bros., Chicago 1.5 34.8 6.27 30% 6.37 47.6 

Sources: Brandweek research (sales); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY


BRAND 

several Web sites, are gaining popularity among consumers who 

have little brand loyalty. That behavior creates a problem for 

brands that want consumers to buy from them directly. 

Hotels, for example, are attempting to eliminate price inconsistency 

within their chains by offering best-rate guarantees on 

their Web sites. InterContinental Group, which includes Holiday 

Inn and Crowne Plaza hotels, has gone so far as to require 

franchisees to sell rooms through online distributors that comply 

with the company’s criteria for clear presentation of room 

charges and reliable booking. 

Expedia svp Barney Harford notes that 90% of the Web site’s 

hotel revenue last year came from new customers who otherwise 

might have never come to the hotel brand. “We’re not booking 

repeat hotel customers,” he said. “We want hotels to 

turn our new customers into their repeat customers.” 

Third-party endorsement is also influencing travel 

choices. CruiseCritic.com, SmarterLiving.com and 

other sites that provide unbiased reviews are emerging 

as a new channel in which brands may connect 

with consumers. Royal Caribbean not only buys banner 

ads on CruiseCritic, but also has hosted on-board 

parties for groups of Web posters who met on the 

site’s chat rooms. IgoUgo.com started with about 100 

close friends posting journals about their trips. Then they 

told their families and friends to read and write. Four years later, 

more than a million visitors log on to IgoUgo each month to check 

out travel journals covering more than 4,000 destinations. 

Recognizing the power of word of mouth, Cendant’s RCI timeshare 

brand has replicated the branded IgoUgo platform on its 

site and has had guests write journals about their trips, displaying 

reviews, good and bad, about journeys that involved the brand. 


COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

TRAVEL 

“There is no better way to sell travel than through the eyes 

of someone just like you who has been there,” said Jim Donnelly, 

IgoUgo’s co-founder and president. 

Suppliers better start establishing brand loyalty now because 

Gen X consumers eventually will dominate the travel market. 

Under-30 consumers, in particular, perceive a lack of differentiation 

among travel products and are less likely to be brand loyal 

or belong to a supplier loyalty program, said Henry Harteveldt, 

vp-travel research for Forrester Research, Cambridge, Mass. They 

are more apt to trust an intermediary, such as a travel agent or 

Web site, for comparing choices and finding value. 

“You have to have a product and image that is relevant to them 

because suppliers are a commodity,” said Harteveldt. 

Despite high gas prices, the car rental sector is headed into its best 

summer since 2001. Solid bookings prompted sister brands Avis and 

Budget to be the first to raise rates, effective July 1. Gas prices have 

had little impact on the more expensive rentals of SUVs and minivans. 

Vacationers traveling more than 500 miles by car will pay $10 

to $20 more for fuel than they did last summer, per PriceWaterhouseCoopers. 

That’s not enough reason to stay at home. 

Avis Rent A Car continued its “What if we didn’t try harder?” 

campaign by pursuing niches like families with latch-secured 

child safety seats and disabled drivers with specially equipped 

vehicles, demonstrating that it makes the extra effort to provide 

for travelers needs. 

“TV is the centerpiece of our media, but we already have 

awareness through the roof,” said Scott Deaver, Avis’ evpmarketing. 

“We really need to reach a narrow market of people 

who rent cars with a fairly complex message and really 

thoughtful reasons on why Avis is their best choice, and why 

Avis is a premium brand.” B 

HOTELS 

1. Holiday Inn InterContinental Group, London Fallon, Minneapolis $11.0* $23.8 6.68 90% 7.29 58.6 

InterContinental Campbell, Baltimore 2.4 6.64 21% 6.65 51.1 

2. Marriott Marriott Intl., Washington, D.C. Mcgarrybowen, NY 9.0* 15.5 6.99 77% 7.33 59.2 

Courtyard by Marriott Mcgarrybowen, NY 13.1 6.88 63% 7.40 58.4 

3. Best Western Best Western Intl., Phoenix Dailey, West Hollywood, CA 7.4 11.7 6.47 74% 6.88 54.2 

4. Radisson Carlson Hospitality, Minneapolis Bolin Marketing, Minneapolis 4.5* 8.2 6.73 63% 6.98 55.1 

Regent Hotels Bolin Marketing, Minneapolis 0.2 6.44 24% 6.18 47.1 

T5. Sheraton Starwood, White Plains, NY Deutsch, NY 3.8* 17.5 6.81 69% 6.97 55.9 

Westin Deutsch, NY 15.0 7.03 45% 7.27 57.8 

T5. Hilton Hilton Hotels, Beverly Hills, CA Foote Cone & Belding, Irvine, CA 3.8* 6.9 6.98 74% 7.05 57.3 

Doubletree Hotels 

CAR RENTALS 

Foote Cone & Belding, CA 4.8 6.76 47% 6.94 54.9 

1. Enterprise Enterprise Rent-A-Car, St. Louis Avrett Free & Ginsberg, NY $6.9 $42.7 6.59 70% 6.63 53.0 

2. Hertz Ford Motor, Dearborn, MI DDB, NY 5.7 37.2 6.46 77% 6.63 52.9 

3. Avis Cendant, Parsippany, NJ McCann-Erickson, NY 2.5 7.30 6.43 66% 6.47 51.5 

4. Budget Cendant, Parsippany, NJ McCann-Erickson, NY 1.8 21.1 6.30 68% 6.30 49.4 

5. Alamo Vanguard, Ft. Lauderdale, FL Agency Lacek, Minneapolis N/A 12.3 6.23 58% 6.25 48.8 

National Agency Lacek, Minneapolis N/A 5.3 6.29 53% 6.48 50.6 

* Parent company or hospitality division sales Sources: Brandweek research (sales); TNS/CMR (media); Total Research: QxFxPI=E (see key, page S18) 

TOTAL 

SALES 

(billions) 

MEDIA 

EXPENDITURES 

(millions) 

QUALITY 

FAMILIARITY 

PURCHASE 

INTENT 

EQUITY 

www.brandweek.com

WORLD WIDE WEB 

Web Players: Let’s Get This 

Party Started (Again) 

By Catharine P.Taylor 

When it comes to ad spending for the top 10 Web brands, 

the disparity is as vast as the gulf between About.com, 

which offers expertise on a wide variety of topics, and 

America Online, the Time Warner unit that runs not only the 

biggest ISP, but also a myriad of Web domains. 

About.com, owned by Primedia, spent a grand total of 

$210,000 in mainstream and Internet media during 2003, while 

AOL, which stuck with a strategy of high-profile media buys 

for much of the year, spent more than $230 million, including 

roughly $10 million online, according to TNS/CMR. 

True, AOL got about 60% more traffic in December 2003, 

with 68.9 million unique viewers, per Nielsen//NetRatings, but 

that in no way explains why AOL would outspend About by a 

factor in excess of 1,000. 

To Lanny Baker, a research analyst at Smith Barney, the disparity 

is indicative of one overarching Web trend: “The big are 

getting bigger,” he said. And the big are also getting better at monetizing 

their big audiences. That means investing in advertising is 

now crucial in a way the attention-grabbing, stop-by-my-site strategy 

of the dot-com heyday wasn’t. Eyeballs now mean money. 

The best place to look for evidence may well be eBay, which 

increased its budget from $92.8 million in 2002 (including interactive 

media, which TNS/CMR breaks out separately), to $186.4 

million in 2003. Its traditional budget swelled from $51.6 million 

to $84.6 million to accompany its first ad campaign in November 

2002 and continued above-the-line efforts into 2003 with 

over-the-top ads using “Do It eBay,” as the central theme. 

Underneath the hood of the theme line, however, the San Josebased 

company ran information-rich print ads detailing “things to 

know when you do it eBay,” along with a spot for its vast car sales 

operation, eBay Motors. It’s certainly not necessary to tell consumers 

about the brand’s existence, but as is now the case with many 

innovators, educating users about the increasing depth of services 

is key. “If Yahoo! has revamped its Yahoo! Personals, it’s going to 

get on the horn and let people know about it,” Baker said. 

BRAND 

COMPANY NAME, 

LOCATION 

LEAD AGENCY, 

LOCATION 

At eBay, the message is getting through: The number of active 

users on the site was up 45% compared to a year ago, based on 

first-quarter results, while eBay Motors now accounts for about $8.7 

billion in gross merchandise sales annually. 

AOL, which ratcheted up its mainstream ad budget from $152 

million in 2002 to $220 million in 2003, wasn’t using the ads to 

support a juggernaut of revenue; unlike eBay, which had its usual 

mother lode of positive pr, most of the headlines 

surrounding AOL were negative. However, there 

are now signs that the mammoth ISP is turning the 

corner, with messaging tilted to specific aspects of 

the service, such as AOL Broadband exclusive concerts 

and security features. 

But as Web brands continue to mature, it’s clear 

there are more ways to market a brand than to merely 

pump up the budget and talk about new features. 

Both AOL and MSN saw strategic marketing shifts 

in the last year. AOL, following the departure of evp-brand marketing 

Len Short in February, changed its focus from high-profile 

marketing to selling multiple à la carte products as its dial-up subscriber 

base continued its decline from 26.2 million in Q1 2003 to 

24 million during this year’s first quarter. After launching dial-up 

MSN8 in 2002, the Microsoft ISP put more attention in 2003 on 

its broadband-enthusiast focused MSN Premium. 

Yahoo! looked to reclaim its search heritage by doing a campaign 

solely focused on that service, no doubt feeling the heat from 

Google. “Yahoo is a player in search, but the search wars are heating 

up,” noted Jupiter Research associate analyst Nate Elliott. 

But that did not mean a mainstream budget increase. Yahoo! 

spending dipped from $42.1 million to $38.9 million in 2003. 

Which gets us back to the microscopic budget of About.com. 

Considered a solid player, the site is part of Primedia’s Enthusiast 

Media segment, which showed a paltry 0.5% gain in revenue. 

Not exactly the stuff of which big ad budget increases are made. 

Still, the site launched a redesign in April, “punching up the brand 

on every single page,” said Elliott. That may not cause media buying 

shops to jump, but it’s marketing nonetheless. B 

UNIQUE 

AUDIENCE 

(millions) 


MEDIA 

EXPENDITURES 

(millions*) 

FAMILIARITY 

PURCHASE 

INTENT 

1. MSN Microsoft, Redmond, WA McCann-Erickson, SF 88.6 $75.9 6.69 83% 6.78 56.1 

2. Yahoo!** Yahoo!, Sunnyvale, CA Soho Square, NY 88.3 56.8 7.20 93% 7.98 68.0 

3. Microsoft Microsoft, Redmond, WA McCann-Erickson, SF 84.2 522.9 NA NA NA NA 

4. AOL Time Warner, NY BBDO, NY; Wieden+Kennedy, OR 68.9 230.4 5.77 83% 4.84 41.3 

5. Google Google, Mountain View, CA N/A 53.1 11.0 7.43 85% 8.23 69.3 

6. eBay*** eBay, San Jose, CA Goodby, Silverstein, SF 49.9 191.5 6.89 85% 7.35 60.3 

2. Amazon Amazon, Seattle N/A 37.4 44.6 6.94 77% 7.55 61.5 

2. Real RealNetworks, Seattle Publicis, Seattle 33.5 5.9 NA NA NA NA 

3. Lycos Network Terra Lycos, Madrid Ogilvy & Mather, NY 31.9 19.5 6.27 47% 6.00 46.2 

10. About Network Primedia, NY N/A 27.2 0.21 6.39 20% 6.81 52.5 

* Includes Interactive spending in this Superbrands category only; ** includes HotJobs; *** includes Half.com Sources: Nielsen//Net Ratings (unique audience data); TNS/CMR (media); Harris Interactive/EquiTrend: QxFxPI=E (see key, page S18) 


QUALITY 

EQUITY

BRAND INDEX 

1-800-CALLATT 140 

1-800-COLLECT 685 

1-800-DENTIST 1409 

10-10-220 LONG DISTANCE INTL RES&RES 222 

10-10-987 LONG DISTANCE INTL RES&RES 46 

101 DALMATIANS II VIDEO 1672 

20TH CENTURY FOX CHEAPER/DOZEN MOVIE 540 

20TH CENTURY FOX DAREDEVIL MOVIE 545 

20TH CENTURY FOX DOWN WITH LOVE MV 1160 

20TH CENTURY FOX JUST MARRIED MOVIE 1242 

20TH CENTURY FOX LG/EXTRDNRY GNTLMN 534 

20TH CENTURY FOX MASTER&COMMANDER MV 586 

20TH CENTURY FOX MSTR&CMNDR/SD WD MV 1678 

20TH CENTURY FOX PHONE BOOTH MOVIE 924 

20TH CENTURY FOX RUNAWAY JURY MOVIE 632 

20TH CENTURY FOX STUCK ON YOU MOVIE 700 

20TH CENTURY FOX WRONG TURN MOVIE 1942 

20TH CENTURY FOX X2 X-MEN UNITED 446 

24 HOUR FITNESS CENTER 1178 

3 MUSKETEERS CANDY BAR 1131 

3M FILTRETE AIR FILTER 1657 

7 ELEVEN FOOD STORES 681 

7 UP SOFT DRINK 672 

A&E CABLE TV 617 

AAA WORLD WIDE TRAVEL 1528 

AAMCO TRANSMISSIONS SVC 1451 

AARP AMER ASSN/RTRD PRSN 393 

AARP HEALTH CARE OPTION 1037 

ABBOTT LAB RHEUMATOID ARTHRITIS 765 

ABC FAM CHANNEL CABLE TV 1909 

ABC TV NETWORK ENTERTAINMENT DIV 262 

ABREVA COLD SR&FVR BLSTR TRTMNT 585 

ABSOLUT FLAVORED VODKA 1496 

ABSOLUT VODKA 835 

ACCENTURE CP 481 

ACCU-CHEK COMPACT GLUCOSE MONITOR 1542 

ACE HARDWARE STORES 330 

ACTIVISION TONY HAWKS UNDRGRND/GM 1959 

ACURA AUTOS RL 1839 

ACURA AUTOS RSX 629 

ACURA AUTOS TL 161 

ACURA AUTOS TL LEASING 1140 

ACURA AUTOS TSX 435 

ACURA TRUCKS MDX 340 

ACUVUE 2 COLOURS DISPOSABLE CNTCT LN 1395 

ACUVUE 2 DISPOSABLE CONTACT LENS 547 

ADDERALL XR ADHD RX 349 

ADIDAS ADRENALINE FRAGRANCE MEN 1584 

ADIDAS SNEAKERS MEN 1430 

ADOBE ACROBAT SOFTWARE 1563 

ADORAMA MISC DR 1689 

ADT SAFEWATCH SECURITY SYSTEM 1876 

ADT SECURITY SYSTEM 535 

ADVAIR ASTHMA RX 87 

ADVANCE AUTO PARTS STORE 732 

ADVIL ALLERGY SINUS CAPLETS 1291 

ADVIL PAIN RELIEVER LIQUI-GELS 316 

ADVIL PAIN RELIEVER TABLETS 1525 

AETNA LIFE&CASUALTY MEDICAL INS 1889 

AFLAC MEDICAL INSURANCE 230 

AIG INSURANCE & FIN SVC 903 

AIR JAMAICA AIRLINES INTL 1518 

AIRTRAN AIRWAYS DOM 1002 

ALAMO RENT-A-CAR 1494 

ALAVERT ALLERGY TABLETS 322 

ALAVERT D-12 ALLERGY & SINUS TABLETS 1700 

ALBERTSONS FOOD STORES 194 

ALEVE COLD & SINUS CAPLETS 1231 

ALEVE PAIN RELIEF CAPLETS 361 

ALKA-SELTZER PLUS COLD TABLETS 914 

ALLEGRA ALLERGY RX 70 

ALLSTATE AUTO & HOMEOWNERS INS 1616 

ALLSTATE AUTO INSURANCE 115 

ALLSTATE CORP CP 1952 

ALLSTATE HOMEOWNERS INSURANCE 1434 

ALLSTATE VAR INSURANCE 269 

ALLTEL WIRELESS SERVICE 121 

ALMAY BRIGHT EYES MASCARA 1481 

ALMAY NEARLY NAKED LIQUID MAKEUP 1465 

ALTRIA GROUP INC CP 1237 

ALWAYS MAXI PADS 413 

AM PM MINI MARKET 1976 

AMBIEN SLEEP RX 454 

AMC THEATRES 734 

AMERICA ONLINE INTERNET SERVICES 20 

AMERICAN AIRLINES DOM 557 

AMERICAN AIRLINES DOM & INTL 612 

AMERICAN AIRLINES INTL 1259 

AMERICAN BLND&WLPR FCTRY HH DR 1523 

AMERICAN CLG/GSTRNTRLGY 1625 

AMERICAN DAIRY ASSN CHEESE 909 

AMERICAN DAIRY ASSN CHOCOLATE MILK 619 

AMERICAN DAIRY ASSN MILK 1324 

AMERICAN EAGLE OUTFITTER MEN & WOMEN 1955 

AMERICAN EGG BOARD 1314 

AMERICAN EXPRESS BLUE CREDIT CARD 163 

AMERICAN EXPRESS BUS CREDIT CARD 688 

AMERICAN EXPRESS CO CP 1785 

AMERICAN EXPRESS CREDIT CARD 84 

AMERICAN EXPRESS DELTA SKYMILES CARD 1333 


RANK/ 

BRAND 

America’sTop 2000 Brands 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1 VERIZON WIRELESS SERVICE 841,513.20 661,090.70 27% 

2 MCDONALDS RESTAURANT 547,495.90 537,600.40 2% 

3 CINGULAR WIRELESS SERVICE 517,897.40 427,238.80 21% 

4 HOME DEPOT HOME CENTER 503,763.00 378,628.50 33% 

5 AT&T MLIFE WIRELESS SERVICE 350,791.30 356,074.00 -1% 

6 AT&T WIRELESS SERVICE 307,940.10 236,556.20 30% 

7 T-MOBILE WIRELESS SERVICE 305,978.20 124,184.00 146% 

8 NEWS AMERICA FSI 302,900.00 234,874.50 29% 

9 LOWES BLDG SUPP STR 299,091.40 262,374.00 14% 

10 WENDYS RESTAURANT 297,322.00 270,408.20 10% 

11 BEST BUY ELECT STR 293,754.70 293,660.90 0% 

12 SPRINT WIRELESS SERVICE 293,389.20 121,385.00 142% 

13 BURGER KING RESTAURANT 270,337.40 334,417.00 -19% 

14 DELL VAR COMPUTERS COMPUTER PDTS DR 254,583.90 207,677.70 23% 

15 SUBWAY RESTAURANT 248,146.90 217,773.70 14% 

16 VALASSIS COUPONS 239,568.80 259,854.60 -8% 

17 MASTERCARD CREDIT CARD 232,525.90 188,169.00 24% 

18 KFC RESTAURANT 222,334.70 224,393.00 -1% 

19 GENERAL MOTORS CORP VAR AUTO&TRK 221,587.50 164,186.00 35% 

20 AMERICA ONLINE INTERNET SERVICES 219,556.70 150,464.90 46% 

21 NEXIUM HEARTBURN RX 215,171.80 193,014.00 11% 

22 CIRCUIT CITY STORES 211,688.10 239,129.50 -11% 

23 FORD TRUCKS F-SERIES 209,409.70 111,714.60 87% 

24 MACYS DEPT SALES ANNOUNCEMENT 203,059.10 226,750.70 -10% 

25 TACO BELL RESTAURANT 200,667.90 195,706.50 3% 

26 RADIO SHACK ELECT STR 182,159.20 190,986.40 -5% 

27 SPRINT PCS RETAIL STORE 176,007.40 128,561.60 37% 

28 OFFICE/NATL DRUG CONTROL 173,450.40 184,466.00 -6% 

29 DIRECTV SATELLITE SYSTEM 173,413.00 112,964.00 54% 

30 PIZZA HUT RESTAURANT 171,316.10 153,886.70 11% 

31 TOYOTA DLR ASSN VAR AUTO&TRK 171,268.60 186,570.10 -8% 

32 JC PENNEY DEPT SALES ANNOUNCEMENT 170,024.30 167,259.40 2% 

33 WAL-MART DISC MISC 165,152.10 152,074.30 9% 

34 GEICO AUTO INSURANCE 159,516.40 127,334.40 25% 

35 VISA CREDIT CARD 158,524.30 168,489.10 -6% 

36 HEWLETT-PACKARD CO CP 155,194.90 81,779.50 90% 

37 TARGET DISC MISC 150,607.60 159,951.80 -6% 

38 SPRINT PCS DIGITAL SERVICE 146,660.30 227,534.10 -36% 

39 TARGET DISC MULTI-PDTS 146,659.80 118,691.00 24% 

40 CHEVROLET TRUCKS SILVERADO 144,249.10 98,990.90 46% 

41 CAPITAL ONE PLATINUM MASTERCARD&VISA 143,419.40 174,851.30 -18% 

42 FRYS ELECTRONICS STORE 142,873.10 119,380.40 20% 

43 SPRINT PCS VISION WIRELESS SERVICE 139,601.30 62,096.90 125% 

44 DODGE AUTO&TRK VAR 138,695.00 142,649.80 -3% 

45 NISSAN AUTOS ALTIMA 137,482.30 183,340.40 -25% 

46 10-10-987 LONG DISTANCE INTL RES&RES 135,085.70 0 NA 

47 FORD DLR ASSN VAR AUTO&TRK 131,004.00 168,542.00 -22% 

48 BUD LIGHT BEER 129,207.70 112,475.00 15% 

49 BANK OF AMERICA CONSUMER SERVICES 127,780.70 131,308.30 -3% 

50 LINCOLN MERC DLR ASSN VAR AUTO&TRK 125,442.80 75,612.50 66% 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

51 COORS LIGHT BEER 124,638.50 130,339.60 -4% 

52 KOHLS DEPT SALES ANNOUNCEMENT 123,348.80 57,478.10 115% 

53 WALGREENS DRUG STORES 123,319.70 118,148.40 4% 

54 SEARS DEPT MISC 122,623.20 132,223.10 -7% 

55 CHRYSLER AUTOS PACIFICA 120,637.10 389.50 30872% 

56 MITSUBISHI TRUCKS ENDEAVOR 119,803.10 0 NA 

57 JC PENNEY DEPT MISC 119,169.60 119,589.50 0% 

58 MILLER LITE BEER 118,325.60 120,040.80 -1% 

59 CHRYSLER AUTO&TRK VAR 117,494.80 99,855.70 18% 

60 DODGE DLR ASSN VAR AUTO&TRK 117,409.10 98,516.90 19% 

61 COMCAST CABLE 115,836.90 30,296.60 282% 

62 GATORADE RTS BEVERAGE 114,343.80 85,366.00 34% 

63 DOMINOS PIZZA RESTAURANT 114,334.20 121,610.90 -6% 

64 SEARS DEPT SALES ANNOUNCEMENT 114,257.10 109,156.70 5% 

65 SINGULAIR RX 114,244.00 50,753.40 125% 

66 ZOLOFT DEPRESSION RX 114,228.70 48,587.20 135% 

67 PREVACID HEARTBURN RX 113,987.00 81,904.20 39% 

68 NEXTEL CELLULAR SERVICE 113,202.40 94,436.80 20% 

69 BUDWEISER BEER 112,832.90 129,739.90 -13% 

70 ALLEGRA ALLERGY RX 111,397.10 119,936.80 -7% 

71 DODGE TRUCKS RAM PICKUP 111,346.10 103,076.80 8% 

72 EXPEDIA.COM TRAVEL SVC ONLINE 111,094.90 49,975.30 122% 

73 LIPITOR CHOLESTEROL RX 109,775.10 79,844.30 37% 

74 TOYS R US STORE 108,496.80 97,442.60 11% 

75 COCA-COLA CLASSIC SOFT DRINK 107,649.00 94,333.20 14% 

76 APPLEBEES NGHBRHD GRL&BR 106,141.50 93,538.00 13% 

77 WASHINGTON MUTUAL BANK CONSUMER SVC 105,205.30 70,265.50 50% 

78 SBC COMMUNICATIONS RESIDENTIAL 105,047.20 2,801.70 3649% 

79 AT&T WIRELESS STORE 104,469.30 44,959.90 132% 

80 CLARINEX ALLERGY RX 104,141.40 128,648.60 -19% 

81 FORD AUTO&TRK VAR 103,772.10 103,360.90 0% 

82 JEEP VEHICLES VAR 103,458.20 73,199.50 41% 

83 HONDA AUTOS ACCORD 103,172.00 119,962.10 -14% 

84 AMERICAN EXPRESS CREDIT CARD 102,868.20 101,118.00 2% 

85 SOUTHWEST AIRLINES DOM 102,414.50 121,390.20 -16% 

86 PROGRESSIVE AUTO INSURANCE 101,798.90 110,552.50 -8% 

87 ADVAIR ASTHMA RX 101,274.30 108,126.50 -6% 

88 TOYOTA AUTOS CAMRY 100,851.60 135,217.90 -25% 

89 CINGULAR WIRELESS STORE 100,608.50 72,552.90 39% 

90 MAZDA AUTOS 6 99,594.40 31,040.40 221% 

91 SEARS DEPT APPLIANCES 99,580.00 90,187.70 10% 

92 ROOMS TO GO FURN STR 98,246.10 79,819.30 23% 

93 VERIZON WIRELESS STORE 98,196.90 97,874.80 0% 

94 ZYRTEC ALLERGY RX 98,049.20 74,415.30 32% 

95 BOSE CORP AUDIO PDTS DR 97,877.00 81,512.30 20% 

96 JEEP VEHICLES GRAND CHEROKEE 96,972.60 86,086.60 13% 

97 NIKE SNEAKERS MEN 96,448.90 60,601.30 59% 

98 WOMENS MKTG&SPORTS INC 95,955.80 85,524.70 12% 

99 ARBYS RESTAURANT 95,837.90 97,882.80 -2% 

100 NISSAN AUTO&TRK VAR 95,797.70 51,643.50 85% 

Source: TNS/CMR. Note: Brands are ranked by U.S. media spending in thousands of dollars. 

www.brandweek.com

RANK/ 

BRAND 

America’sTop 2000 Brands BRAND INDEX 

AMERICAN EXPRESS FIN ADV CON SVC 858 

2003 

TOTAL 

2002 

TOTAL 

101 DISH NETWORK SATELLITE SYSTEM 95,797.50 41,847.20 129% 

102 NEXTEL WIRELESS SERVICE 95,300.20 66,411.20 44% 

103 CHILIS GRILL&BAR REST 94,814.40 80,515.30 18% 

104 SATURN AUTOS ION 94,568.20 0 NA 

105 DODGE TRUCKS CARAVAN 94,379.30 88,861.00 6% 

106 PETMEDS EXPRESS MISC DR 93,382.20 60,494.50 54% 

107 VIAGRA IMPOTENCE RX 93,239.00 87,354.70 7% 

108 MEDIA NETWORKS SERVICE 93,226.90 75,920.60 23% 

109 CREST WHITESTRIPS DENTAL WHTNG SYS 92,885.80 67,371.90 38% 

110 KOHLS DEPT MISC 91,913.10 82,276.10 12% 

111 RED LOBSTER RESTAURANT 91,430.30 74,363.70 23% 

112 PEPSI SOFT DRINK 89,914.00 72,898.60 23% 

113 FLONASE NASAL RX 89,755.10 76,857.80 17% 

114 OLD NAVY CLOTHING STORE MEN & WOMEN 89,273.20 6,799.20 1213% 

115 ALLSTATE AUTO INSURANCE 89,168.30 40,719.30 119% 

116 KMART DISC MISC 89,032.20 122,304.80 -27% 

117 VISA CHECK CARD 89,026.30 93,842.90 -5% 

118 NISSAN TRUCKS MURANO 88,772.20 2,354.00 3671% 

119 OFFICE DEPOT OFFICE SUPP 88,620.80 116,179.40 -24% 

120 PONTIAC AUTOS GRAND PRIX 88,341.40 15,400.30 474% 

121 ALLTEL WIRELESS SERVICE 87,930.40 52,799.10 67% 

122 IBM E-BUSINESS SERVICES 87,653.10 137,161.80 -36% 

123 UPS UNITED PARCEL SVC DOM & INTL 87,068.50 70,065.00 24% 

124 DISCOVER CARD CREDIT CARD 86,923.40 86,371.10 1% 

125 INTEL CENTRINO COMPUTER COMPONENTS 86,885.50 0 NA 

126 AT&T RESIDENTIAL 86,791.30 25,387.60 242% 

127 CELEBREX ARTHRITIS RX 86,654.80 81,061.10 7% 

128 OLIVE GARDEN RESTAURANT 86,283.70 82,123.70 5% 

129 FORD TRUCKS EXPLORER 86,013.80 60,594.90 42% 

130 PAID PROGRAM COMMERCIAL 85,903.40 138,011.40 -38% 

131 HUMMER VEHICLES H2 85,835.10 39,519.70 117% 

132 CITIBANK CONSUMER SERVICES 84,816.00 20,833.60 307% 

133 WAL-MART DISC MULTI-PDTS 84,273.20 73,032.50 15% 

134 ORTHO EVRA CONTRACEPTIVE RX 84,237.70 35,610.70 137% 

135 BOWFLEX EXERCISE EQUIP DR 83,746.20 58,454.50 43% 

136 CHARLES SCHWAB CONSUMER SERVICES 83,570.30 152,117.60 -45% 

137 GE GENERAL ELECTRIC CO CP 82,597.80 64,336.90 28% 

138 ZOCOR CHOLESTEROL RX 80,535.30 93,281.40 -14% 

139 NISSAN AUTOS MAXIMA 80,335.80 67,169.70 20% 

140 1-800-CALLATT 79,354.10 118,822.20 -33% 

141 FORD AUTOS FOCUS 79,284.50 60,923.10 30% 

142 CVS DRUG STORE 79,036.90 58,806.30 34% 

143 DELL DIMENSION&INSPIRON CMPTR PDT DR 78,762.90 88,134.80 -11% 

144 VIOXX OSTEOARTHRITIS RX 77,649.10 70,338.80 10% 

145 PLAVIX BLOOD THINNER RX 77,347.90 53,295.70 45% 

146 SATURN DLR ASSN VAR AUTOS 76,467.80 96,540.40 -21% 

147 CHRYSLER TRUCKS TOWN & COUNTRY 76,280.90 61,996.10 23% 

148 VOLKSWAGEN TRUCKS TOUAREG 76,237.40 0 NA 

149 DODGE TRUCKS DURANGO 76,116.10 26,148.70 191% 

150 NISSAN TRUCKS XTERRA 75,778.50 108,940.20 -30% 


% 

CHG. 

RANK/ 

BRAND 

151 PROCRIT ANEMIA RX 74,841.50 75,089.70 0% 

152 HYUNDAI AUTOS SONATA 74,835.90 30,839.30 143% 

153 WALT DISNEY WORLD 74,335.20 82,693.70 -10% 

154 DIR GENERAL SERVICES 74,243.50 59,619.70 25% 

155 US ARMY 73,999.40 85,367.50 -13% 

156 SBC COMMUNICATIONS INC CP 73,626.70 71,287.00 3% 

157 IMITREX MIGRAINE RX 73,506.90 70,913.70 4% 

158 HALLMARK GOLD CROWN STR 72,542.80 34,199.60 112% 

159 CHEVROLET DLR ASSN VAR AUTO&TRK 72,536.50 85,127.90 -15% 

160 MAZDA DLR ASSN VAR AUTO&TRK 72,285.70 68,657.70 5% 

161 ACURA AUTOS TL 71,684.20 69,716.60 3% 

162 STAPLES OFFICE SUPPLY 71,670.10 70,973.30 1% 

163 AMERICAN EXPRESS BLUE CREDIT CARD 71,305.20 9,124.80 681% 

164 KIA TRUCKS SORENTO 71,238.60 51,078.90 39% 

165 VALTREX HERPES RX 70,599.10 46,771.10 51% 

166 VOLKSWAGEN AUTOS JETTA 70,550.40 97,559.40 -28% 

167 DE BEERS DIAMONDS 70,331.40 63,622.30 11% 

168 VOLKSWAGEN AUTOS BEETLE 69,513.30 54,027.80 29% 

169 HBO CABLE TV 69,280.30 80,772.30 -14% 

170 PAPA JOHNS PIZZA REST 69,123.40 56,274.70 23% 

171 BOUNTY PAPER TOWELS 69,032.50 48,515.30 42% 

172 ROYAL CARIBBEAN CRUISES 68,758.50 71,494.00 -4% 

173 MICROSOFT CORP CP 68,631.30 8,779.20 682% 

174 CASTALIAN MUSIC VAR RECORDINGS DR 68,352.20 76,193.30 -10% 

175 GMC TRUCKS ENVOY 68,291.20 66,961.00 2% 

176 SATURN AUTO&TRK VAR 67,782.00 14,747.20 360% 

177 CARMAX AUTO SUPERSTORE 67,587.00 47,379.30 43% 

178 ELIDEL ECZEMA RX 67,285.50 0 NA 

179 MSN INTERNET SERVICES 67,284.70 82,211.00 -18% 

180 ROBINSONS MAY DEPT SALES ANNC 67,163.70 78,112.80 -14% 

181 JACK IN THE BOX REST 66,925.20 72,848.10 -8% 

182 DR PEPPER SOFT DRINK 66,752.10 62,339.20 7% 

183 LIBERTY MEDICAL SUPPLY DRUGS/TOIL DR 66,373.60 52,117.60 27% 

184 OLD NAVY CLOTHING STORE FAMILY 66,183.90 135,763.80 -51% 

185 WACHOVIA BANK CONSUMER SERVICES 66,146.90 11,312.00 485% 

186 LEXUS TRUCKS RX 330 65,780.50 0 NA 

187 CHEVROLET TRUCKS TRAILBLAZER 65,569.70 90,755.00 -28% 

188 TIME WARNER CABLE CO 65,498.00 64,463.00 2% 

189 ECKERD DRUG STORE 65,333.10 67,535.50 -3% 

190 LIBERTY TRAVEL AGENCY 65,197.90 64,963.50 0% 

191 CHEVROLET AUTOS MALIBU 65,039.10 5,892.70 1004% 

192 IBM E-BUS/DEMAND SVC 64,744.20 8,182.40 691% 

193 CLAIROL NICE N EASY HAIR COLOR 64,655.00 20,228.40 220% 

194 ALBERTSONS FOOD STORES 63,318.00 73,664.70 -14% 

195 ITT TECHNICAL INSTITUTE 63,029.00 59,940.60 5% 

196 TGI FRIDAYS RESTAURANT 63,005.30 44,842.00 41% 

197 FORD DLR ASSN F-SERIES 62,937.10 40,477.50 55% 

198 HYUNDAI TRUCKS SANTA FE 62,719.50 64,418.40 -3% 

199 SAFEWAY FOOD STORE 62,320.90 37,664.40 65% 

200 PHILIP MORRIS COS INC PUBLIC SERVICE 62,190.20 37,955.60 64% 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

AMERICAN EXPRESS GIFT CHEQUES 1454 

AMERICAN EXPRESS TRAVELERS CHEQUES 1373 

AMERICAN FURN WAREHOUSE 873 

AMERICAN LEGACY FNDTN 842 

AMERICAN PLASTICS CNCL 574 

AMERICAN RED CROSS 1886 

AMERICAN STOCK EXCHANGE 645 

AMERICAS BEST CNTCTS&EYE 1708 

AMERIDEBT COUNSELING CONSUMER SVC 643 

AMERIQUEST MORTGAGE CONSUMER SVC 231 

AMERITRADE BROKERAGE ONLINE 537 

AMICA VAR INSURANCE 1933 

AMSOUTH BANK CONSUMER SERVICES 1384 

AMSTEL LIGHT BEER 538 

AMTRAK RAILROAD 755 

ANDERSEN WINDOWS 1228 

ANDROGEL TESTOSTERONE RX 1775 

ANHEUSER-BUSCH VAR BEERS 601 

ANTWERPEN MOTORCARS 1524 

APPLE IPOD MP3 PLAYER 384 

APPLE POWER MAC G5 COMPUTER 760 

APPLE POWERBOOK G4 PORTABLE COMPUTER 1423 

APPLE POWERBOOK PORTABLE COMPUTER 1041 

APPLE VACATIONS TRAVEL 626 

APPLEBEES NGHBRHD GRL&BR 76 

APPLEMUSIC.COM STORE ONLINE 1720 

AQUAFINA PURIFIED WATER 683 

AQUAFRESH EXTREME CLEAN TOOTHPASTE 829 

AQUOS TV 1093 

ARBOR MIST WINE BLENDERS 1989 

ARBYS RESTAURANT 99 

ARCHER DANIELS MIDLAND CP 1405 

ARDLEIGH-ELLIOTT COLLECTIBLES DR 1437 

ARICEPT ALZHEIMERS RX 351 

ARIMIDEX BREAST CANCER RX 766 

ARM&HAMMER ADVANCE WHITE TOOTHPASTE 1549 

ARM&HAMMER COMPLETE CARE TOOTHPASTE 1980 

ARRID TOTAL SOLID AP/DEOD 1992 

ART INSTITUTE INTL 1510 

ART INSTRUCTION CORR SCH DR 1586 

ART VAN FURNITURE STORE 627 

ARTISAN BOAT TRIP MOVIE 1730 

ASHLEY FURN HOME STR 911 

ASHTON-DRAKE GALLERIES CLCTBLS DR 894 

AT&T LONG DISTANCE RESIDENTIAL 1213 

AT&T MLIFE WIRELESS SERVICE 5 

AT&T PREPAID WIRELESS SERVICE 660 

AT&T RESIDENTIAL 126 

AT&T WIRELESS SERVICE 6 

AT&T WIRELESS STORE 79 

ATA AMERICAN TRANS AIR DOM 600 

ATLANTIS RESORT BAHAMAS 1645 

AUDI AUTOS A4 LEASING 1739 

AUDI AUTOS A8 371 

AUDI DLR ASSN VAR AUTOS 405 

AUTOTRADER.COM DLR ONLINE 1117 

AUTOZONE PARTS STORE 238 

AVANDIA DIABETES RX 503 

AVAYA INC CP 1288 

AVEENO CLEAR COMPLEXION FMNG CLNSR 703 

AVEENO POSITIVELY RDNT DLY FCL MSTRZ 832 

AVEENO POSITIVELY SMOOTH MSTRZNG LTN 1308 

AVENTIS SA DVT 1003 

AVIS RENT-A-CAR 912 

AVLIMIL FEMALE SXL DSFNCTN MDCN 529 

AVON ANEW RETROACTIVE SKIN CREAM 1630 

AXE DEOD BODY SPRAY 1071 

AXE ESSENCE DEOD BODY SPRAY 1856 

B&H PHOTO CORP MULTI-PDTS DR 1600 

BACARDI SILVER MALT LIQUOR 966 

BAERS FURNITURE STORE 1472 

BAHAMAS TP 1698 

BAILEYS IRISH CREAM LIQUEUR 1977 

BALL PARK HOT DOGS 1792 

BALLY TOTAL FITNESS CLUB 466 

BAN BEAUTIFULLY SMOOTH SOLID AP/DEOD 1979 

BANANA REPUBLIC APPAREL 1883 

BAND-AID LIQUID BANDAGES 1499 

BANK OF AMERICA CONSUMER SERVICES 49 

BANK OF AMERICA ONLINE 1306 

BANK ONE CONSUMER SERVICES 255 

BANK ONE MASTERCARD & VISA 982 

BANK ONE PLATINUM VISA 606 

BANK ONE VISA 474 

BANKRATE CONSUMER SERVICES 1740 

BARGAIN NETWORK AUCTIONS 663 

BARILLA PASTA 1793 

BASSETT FURNITURE DIRECT 1212 

BAYER ASPIRIN PAIN REMEDIES 1928 

BEEF INDUSTRY COUNCIL BEEF 1673 

BELLSOUTH BUSINESS 1260 

BELLSOUTH BUSINESS & RESIDENTIAL 884 

BELLSOUTH FASTACCESS INTERNET SVC 983 

BELLSOUTH RESIDENTIAL 383 

BENADRYL ALLERGY CAPLETS 771 

BENEFIBER FIBER LAXATIVE 1679 

BENJAMIN MOORE PAINT 849 

BEST BUY ELECT STR 11 

BEST WESTERN HOTELS 1570

BRAND INDEX 

BEST WESTERN HOTELS WORLDWIDE 1043 

BETTY CROCKER FRUIT BY/FOOT SNACKS 1875 

BETTY CROCKER HMBRGR HLP DINNER 1530 

BEYOND PARADISE FRAGRANCE WOMEN 1348 

BF GOODRICH AUTO TIRES 1390 

BIG 5 SPORTING GOODS STR 248 

BIG LOTS STORE 227 

BILL HEARD CHEVROLET 533 

BLOCKBUSTER VIDEO STORE 636 

BLOOMINGDALES DEPT SALES ANNC 706 

BLUE CROSS&BLUE SHIELD MEDICAL INS 1521 

BLUE FRAGRANCE WOMEN 1926 

BMW AUTOS 3-SERIES 1358 

BMW AUTOS 3-SERIES LEASING 1593 

BMW AUTOS 5-SERIES 575 

BMW AUTOS 5-SERIES LEASING 1890 

BMW AUTOS Z4 ROADSTER 1905 

BMW DLR ASSN VAR AUTO&TRK 582 

BMW DLR ASSN VAR AUTOS 781 

BMW TRUCKS X5 1837 

BOB DANCE AUTO DLR 1728 

BOEING CO CP 1975 

BORDERS BOOKS&MUSIC CAFE 1897 

BOSCOVS DEPT MISC 1949 

BOSE CORP AUDIO PDTS DR 95 

BOSLEY MEDICAL INSTITUTE 467 

BOSTON MARKET RESTAURANT 1024 

BOTOX COSMETIC WRINKLE RX 332 

BOUNCE FABRIC SOFTENER SHEETS 615 

BOUNTY PAPER TOWELS 171 

BOWFLEX EXERCISE EQUIP DR 135 

BP AMOCO PLC CP 1304 

BRADFORD EXCHANGE COLLECTIBLES DR 214 

BRANDSMART USA ELECT STR 272 

BRAUN SYNCRO SELF CLEANING SHVR M 1449 

BRAVO CABLE TV 1970 

BRAWNY PAPER TOWELS 1052 

BRIGHT HOUSE NTWRKS CBL 1787 

BRINKS SECURITY SYSTEM 502 

BRISTOL-MYERS SQUIBB CO CP 840 

BRITA PITCHER & WATER FILTERS 584 

BRITISH AIRWAYS INTL 605 

BROWNCO BROKERAGE ONLINE 1894 

BRUCE ALMIGHTY VIDEO 1872 

BRYMAN COLLEGE 1950 

BUD LIGHT BEER 48 

BUDGET CAR&TRUCK RENTAL 879 

BUDWEISER BEER 69 

BUENA VISTA 25TH HOUR MOVIE 1833 

BUENA VISTA BRINGING DOWN THE HOUSE 573 

BUENA VISTA BROTHER BEAR MOVIE 465 

BUENA VISTA CALENDAR GIRLS MOVIE 1553 

BUENA VISTA COLD CREEK MANOR MOVIE 1341 

BUENA VISTA FINDING NEMO MOVIE 313 

BUENA VISTA FREAKY FRIDAY MOVIE 608 

BUENA VISTA HAUNTED MANSION MOVIE 486 

BUENA VISTA HOLES MOVIE 1030 

BUENA VISTA HOME VIDEOS VAR VIDEOS 1432 

BUENA VISTA JUNGLE BOOK II MOVIE 1527 

BUENA VISTA LIZZIE MCGUIRE MOVIE 1114 

BUENA VISTA OPEN RANGE MOVIE 825 

BUENA VISTA PIGLETS BIG MOVIE 1583 

BUENA VISTA PIRATES/THE CARIBBEAN MV 345 

BUENA VISTA RECRUIT MOVIE 752 

BUENA VISTA SHANGHAI KNIGHTS MOVIE 716 

BUENA VISTA UNDER/TUSCAN SUN MOVIE 757 

BUENA VISTA VERONICA GUERIN MOVIE 1644 

BUICK AUTO&TRK DIV CP 557 

BUICK AUTOS LESABRE 1772 

BUICK AUTOS VAR 1662 

BUICK DLR ASSN VAR AUTO&TRK 735 

BUICK TRUCKS RAINIER 271 

BUICK TRUCKS RENDEZVOUS 1490 

BURDINES DEPT SALES ANNOUNCEMENT 1099 

BURGER KING RESTAURANT 13 

BURLINGTON COAT FACTORY FAMILY 973 

BURLINGTON COAT FACTORY MEN 1150 

BURLINGTON COAT FACTORY MEN & WOMEN 1725 

BUSHS BAKED BEANS 916 

BUTTERFINGER CANDY BAR 1936 

CABLE TV PROMO 1371 

CADILLAC AUTO&TRK VAR 445 

CADILLAC AUTOS CTS 319 

CADILLAC DLR ASSN VAR AUTO&TRK 480 

CADILLAC DLR ASSN VAR AUTOS 1686 

CADILLAC TRUCKS ESCALADE ESV 1368 

CADILLAC TRUCKS SRX 235 

CALIFORNIA ALMOND BOARD ALMONDS 1438 

CALIFORNIA DEPT/HLTH SVC 1589 

CALIFORNIA MILK ADVR BRD CHEESE 1478 

CALIFORNIA STATE LOTTERY 1077 

CALLAWAY GREAT/BERTHA II GOLF CLUBS 1292 

CALTRATE 600 PLUS D CALCIUM TABLETS 1962 

CAMBRIDGE CREDIT CONS CONSUMER SVC 868 

CAMEL VAR CIGARETTES 403 

CAMPBELLS CHUNKY SOUP 708 

CAMPBELLS SOUP 264 

CAMPBELLS SOUP AT HAND MICRO SOUP 1252 

CAMPBELLS VAR SOUP 1873 

CANADA TP 1508 


RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

201 FOX TV NETWORK ENTERTAINMENT DIV 62,049.40 48,631.40 28% 

202 MERVYNS DEPT MULTI-PDTS 61,671.80 77,607.00 -21% 

203 SBC COMM LONG DIST RESIDENTIAL 61,439.50 1,019.40 5927% 

204 VERIZON RESIDENTIAL 61,405.10 76,710.10 -20% 

205 VICTORIAS SECRET STORES WOMEN 61,182.60 64,756.50 -6% 

206 NISSAN TRUCKS QUEST 60,731.80 0 NA 

207 CHEVROLET AUTO&TRK VAR 60,721.30 116,319.30 -48% 

208 STRATTERA ADHD RX 60,630.80 0 NA 

209 PAXIL CR ANTI DEPRESSION RX 60,603.80 41,217.20 47% 

210 KAY JEWELRY STORE 60,603.50 55,965.20 8% 

211 H&R BLOCK TAX SERVICE CONSUMER SVC 60,346.10 56,132.10 8% 

212 NETZERO INTERNET SERVICES 60,177.30 16,009.10 276% 

213 SUZUKI DLR ASSN VAR AUTO&VHCLS 60,164.90 89,451.10 -33% 

214 BRADFORD EXCHANGE COLLECTIBLES DR 60,034.40 56,209.00 7% 

215 TOYOTA TRUCKS 4RUNNER 59,874.80 41,525.90 44% 

216 DEBT FREE SERVICE CONSUMER SERVICES 59,659.30 39,973.50 49% 

217 COMPUSA COMPUTER SPRSTR 58,690.70 56,062.70 5% 

218 DURACELL ALKALINE BATTERIES 58,088.30 43,437.00 34% 

219 SCOOTER STORE DRUGS/TOILETRIES DR 57,411.20 6,838.20 740% 

220 SBC COMMUNICATIONS INTERNET SERVICES 57,392.50 20,326.40 182% 

221 EARTHLINK INTERNET SERVICES 56,734.80 40,015.60 42% 

222 10-10-220 LONG DISTANCE INTL RES&RES 56,715.40 117,741.10 -52% 

223 OUTBACK STEAKHOUSE 56,314.50 42,606.50 32% 

224 INFINITI TRUCKS FX45 56,273.90 0 NA 

225 CLARITIN ALLERGY REMEDY 56,128.90 2,817.40 1892% 

226 CHRYSLER AUTOS PT CRUISER 56,118.40 76,591.90 -27% 

227 BIG LOTS STORE 56,043.40 27,544.50 103% 

228 SYLVAN LEARNING CENTER 55,798.80 50,740.20 10% 

229 COMPAQ PRESARIO COMPUTER PDTS DR 55,611.30 31,934.90 74% 

230 AFLAC MEDICAL INSURANCE 55,587.90 40,906.20 36% 

231 AMERIQUEST MORTGAGE CONSUMER SVC 55,506.10 27,383.70 103% 

232 FOLEYS DEPT SALES ANNOUNCEMENT 55,258.20 54,471.20 1% 

233 HYUNDAI DLR ASSN VAR AUTOS 55,183.30 30,620.50 80% 

234 CHEVROLET AUTOS IMPALA 55,151.30 53,427.00 3% 

235 CADILLAC TRUCKS SRX 55,117.00 0 NA 

236 MICROSOFT WINDOWS SERVER 2003 SOF 54,950.30 0 NA 

237 GATEWAY COUNTRY CMPTR ST 54,567.30 57,119.80 -4% 

238 AUTOZONE PARTS STORE 54,562.90 41,393.50 32% 

239 PIER 1 IMPORTS STORE 54,560.00 52,316.80 4% 

240 GAP CLOTHING STORE WOMEN 54,271.80 24,162.10 125% 

241 DILLARDS DEPT SALES ANNOUNCEMENT 53,875.10 45,278.00 19% 

242 GM GOODWRENCH PARTS & SERVICE 53,795.90 19,769.60 172% 

243 DITECH.COM CONSUMER SERVICES 53,685.00 17,692.70 203% 

244 RE/MAX REAL ESTATE 53,549.00 44,668.90 20% 

245 FOSAMAX OSTEOPOROSIS RX 53,157.80 87,474.70 -39% 

246 TRUTH ABOUT SMOKING 52,901.20 58,866.00 -10% 

247 JEEP VEHICLES LIBERTY 52,662.60 61,381.80 -14% 

248 BIG 5 SPORTING GOODS STR 52,342.60 48,852.00 7% 

249 DOVE SHAMPOO & CONDITIONER 52,182.60 0 NA 

250 SONIC RESTAURANT 52,174.60 47,884.30 9% 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

251 HONDA AUTOS CIVIC 52,174.40 85,647.90 -39% 

252 KROGER FOOD STORES 52,122.70 40,825.40 28% 

253 STATE FARM AUTO INSURANCE 51,975.10 26,409.30 97% 

254 MCI WORLDCOM RESIDENTIAL 51,704.80 0 NA 

255 BANK ONE CONSUMER SERVICES 51,603.00 38,601.30 34% 

256 DENNYS RESTAURANT 51,482.50 39,523.00 30% 

257 CARNIVAL CRUISE LINES CRUISES 51,226.40 44,858.90 14% 

258 WB TV NETWORK 51,102.30 30,830.40 66% 

259 JEEP DLR ASSN VAR VEHICLES 50,997.80 34,117.60 49% 

260 CHEVROLET TRUCKS TAHOE 50,826.40 60,353.10 -16% 

261 HOTELS.COM ONLINE 50,740.50 23,367.00 117% 

262 ABC TV NETWORK ENTERTAINMENT DIV 50,290.10 29,590.90 70% 

263 DUNKIN DONUTS RESTAURANT 50,173.70 43,662.10 15% 

264 CAMPBELLS SOUP 50,092.00 71,022.10 -29% 

265 ENERGIZER MAX HOUSEHOLD BATTERIES 49,801.50 47,955.10 4% 

266 DILLARDS DEPT APPAREL WOMEN 49,777.90 58,910.00 -16% 

267 MITSUBISHI AUTOS VAR 49,642.60 33,343.10 49% 

268 KIA TRUCKS SEDONA 49,553.80 48,290.80 3% 

269 ALLSTATE VAR INSURANCE 49,455.80 21,076.10 135% 

270 OFFICEMAX OFFICE SUPPLY 49,107.00 42,344.50 16% 

271 BUICK TRUCKS RAINIER 49,089.40 35.30 138963% 

272 BRANDSMART USA ELECT STR 48,942.00 41,397.70 18% 

273 ZALES JEWELERS 48,586.50 44,466.60 9% 

274 US AIR FORCE 48,535.10 41,104.20 18% 

275 INFINITI AUTOS G35 48,440.40 80,456.30 -40% 

276 WACHOVIA SECURITIES CONSUMER SVC 47,808.60 18,207.90 163% 

277 LEXUS DLR ASSN VAR AUTO&TRK 47,677.30 47,053.60 1% 

278 FORD TRUCKS EXPEDITION 47,673.20 135,836.50 -65% 

279 MERCEDES BENZ AUTOS C-CLASS 47,633.70 17,315.40 175% 

280 TAMPAX PEARL TAMPONS 47,520.10 19,818.20 140% 

281 WELLBUTRIN XL ANTI DEPRESSION RX 47,438.10 0 NA 

282 EPSON PRINTERS 47,238.30 25,174.90 88% 

283 TOYOTA AUTOS COROLLA 47,042.90 60,322.90 -22% 

284 OLAY DAILY FACIALS CLEANSING CLOTHS 46,944.00 32,844.70 43% 

285 ZELNORM IBS RX 46,828.70 0 NA 

286 FANNIE MAE FOUNDATION 46,760.20 39,507.50 18% 

287 EFFEXOR XR ANTI DEPRESSION RX 46,717.20 0 NA 

288 SELECT COMFORT DRCT CORP HH DR 46,663.30 25,950.40 80% 

289 SIERRA MIST SOFT DRINK 46,641.30 24,989.90 87% 

290 TOYOTA TRUCKS SIENNA 46,637.60 20,780.00 124% 

291 MICROSOFT DOTNET SOFTWARE 46,614.20 68,677.70 -32% 

292 CREST NIGHT EFFECTS WHITENING GEL 46,489.50 0 NA 

293 LEVITRA ERECTILE DYSFUNCTION RX 46,210.00 0 NA 

294 LINCOLN AUTOS LS 46,007.40 14,057.40 227% 

295 TYLENOL 8 HOUR PAIN RELIEVER GELTABS 45,879.00 0 NA 

296 EMPIRE TODAY CARPET STR 45,700.30 29,413.10 55% 

297 SPORTMART SPORTING GOODS 45,645.20 34,322.10 33% 

298 FORD TRUCKS ESCAPE 45,594.50 16,867.50 170% 

299 TRAVELOCITY TRAVEL SVC ONLINE 45,552.40 27,958.00 63% 

300 TOYOTA AUTO&TRK VAR 45,462.80 53,682.70 -15% 


www.brandweek.com

BRAND INDEX America’sTop 2000 Brands 

CANCER TREATMENT CENTERS 787 

CANON MULTI FUNCTION OFC MCHN 1277 

CANON POWERSHOT DIGITAL CAMERA 1279 

CANON PRINTERS 524 

CAPITAL ONE FED SVNG BNK CON SVC 1692 

CAPITAL ONE MILES ONE CARD 621 

CAPITAL ONE PLATINUM MASTERCARD&VISA 41 

CAPRI SUN SPORT RTS BEVERAGE 1170 

CAPTAIN MORGAN SPICED RUM 1205 

CARDIS FURNITURE STORE 1921 

CAREERBUILDER ONLINE 571 

CAREONE CREDIT CNSLNG CONSUMER SVC 1209 

CARFAX.COM ONLINE 1415 

CARLS FURNITURE STORE 1857 

CARLS JR RESTAURANT 514 

CARMAX AUTO SUPERSTORE 177 

CARNATION GOOD START FORMULA 1225 

CARNIVAL CRUISE LINES CRUISES 257 

CARSON PIRIE SCOTT DEPT MISC 1998 

CARSON PIRIE SCOTT DEPT SALES ANNC 1929 

CASCADE 2 IN 1 ACTN PAC DSHWSHR DET 1532 

CASCADE COMPLETE LIQ DISHWASHER DET 1568 

CASTALIAN MUSIC VAR RECORDINGS DR 174 

CASTROL GTX HIGH MILEAGE MOTOR OIL 1263 

CASTROL SYNTEC MOTOR OIL 1505 

CBS TV NETWORK ENTERTAINMENT DIV 328 

CDW COMPUTER CENTER 1536 

CDW SOLUTIONS PROVIDER 1746 

CELEBREX ARTHRITIS RX 127 

CELEBRITY CRUISES 1087 

CENTERS/DISEASE CNTRL&PR 561 

CENTRUM &CENTRUM SILVER VITAMINS 1146 

CENTRUM PERFORMANCE VITAMINS 1605 

CENTURY 21 REAL ESTATE 394 

CESAR SELECT DINNERS CANNED DOG FOOD 1144 

CHAMPION MORTGAGE CO CONSUMER SVC 1122 

CHANEL BOUTIQUE 1735 

CHARLES SCHWAB CONSUMER SERVICES 136 

CHARMIN SCENTS BATHROOM TISSUE 1139 

CHARMIN ULTRA BATHROOM TISSUE 943 

CHARTER ONE BANK CONSUMER SERVICES 1802 

CHEAP TICKETS TRAVEL 1471 

CHECKER AUTO PARTS STORE 1941 

CHECKERS RESTAURANT 1248 

CHEVROLET AUTO&TRK VAR 207 

CHEVROLET AUTOS CAVALIER 1575 

CHEVROLET AUTOS CORVETTE 1797 

CHEVROLET AUTOS IMPALA 234 

CHEVROLET AUTOS MALIBU 191 

CHEVROLET AUTOS VAR 1649 

CHEVROLET DLR ASSN CAVALIER 1418 

CHEVROLET DLR ASSN IMPALA 1838 

CHEVROLET DLR ASSN SILVERADO 375 

CHEVROLET DLR ASSN SUBURBAN & TAHOE 1074 

CHEVROLET DLR ASSN TRAILBLAZER 1722 

CHEVROLET DLR ASSN VAR AUTO&TRK 159 

CHEVROLET DLR ASSN VAR AUTOS 1770 

CHEVROLET DLR ASSN VAR TRUCKS 717 

CHEVROLET TRUCKS AVALANCHE 563 

CHEVROLET TRUCKS SILVERADO 40 

CHEVROLET TRUCKS SUBURBAN 355 

CHEVROLET TRUCKS SUBURBAN & TAHOE 1801 

CHEVROLET TRUCKS TAHOE 260 

CHEVROLET TRUCKS TRAILBLAZER 187 

CHEVROLET TRUCKS VAR 515 

CHEX MIX SNACK MIX 927 

CHICAGO VIDEO 1779 

CHILDRENS TYLENOL PAIN LIQUID 1045 

CHILIS GRILL&BAR REST 103 

CHOICE HOTELS INTL 570 

CHRISTIAN CHILDRENS FUND 1387 

CHRYSLER AUTO&TRK VAR 59 

CHRYSLER AUTOS CROSSFIRE 448 

CHRYSLER AUTOS PACIFICA 55 

CHRYSLER AUTOS PACIFICA LEASING 1218 

CHRYSLER AUTOS PT CRUISER 226 

CHRYSLER AUTOS SEBRING 1851 

CHRYSLER DA/VAR AUTO&TRK & JEEP DA 1607 

CHRYSLER DLR ASSN VAR AUTO&TRK 637 

CHRYSLER TRUCKS TOWN & COUNTRY 147 

CHUCK E CHEESE REST 1243 

CHURCHS FRIED CHCKN REST 1651 

CIGNA BUSINESS INSURANCE 1554 

CINGULAR WIRELESS SERVICE 3 

CINGULAR WIRELESS STORE 89 

CIRCUIT CITY STORES 22 

CISCO NETWORKING SYSTEMS 1159 

CISCO SYSTEMS INC CP 577 

CITI CREDIT CARD 401 

CITI FINANCIAL CONSUMER SERVICES 1414 

CITIBANK AADVANTAGE MASTERCARD 1134 

CITIBANK CONSUMER SERVICES 132 

CITIBANK MASTERCARD & VISA 726 

CITIBANK VAR CREDIT CARDS 1398 

CITIZENS BANK CONSUMER SERVICES 390 

CITRACAL CALCIUM SUPPLEMENT 1898 

CITY FURNITURE STORE 1417 

CLAIROL HERBAL ESSENCES BODY WASH 1447 

CLAIROL HERBAL ESSENCES HAIR COLOR 949 

CLAIROL HERBAL ESSENCES SHAMP & COND 772 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

01 EBAY.COM AUCTIONS ONLINE 45,393.30 37,460.60 21% 

302 ONSTAR VEHICLE MONITORING SYS 45,375.70 11,853.20 283% 

303 NISSAN TRUCKS FRONTIER 44,806.40 41,578.00 8% 

304 WELLS FARGO BANK CONSUMER SERVICES 44,781.30 49,047.00 -9% 

305 KIA AUTOS OPTIMA 44,724.20 8,998.70 397% 

306 WARNER BROS LAST SAMURAI MOVIE 44,664.70 0 NA 

307 GILLETTE MACH 3 TURBO RAZOR MEN 44,664.70 52,771.70 -15% 

308 HEINEKEN BEER 44,655.00 52,542.00 -15% 

309 NEXTEL COMMUNICATION STR 44,413.60 24,789.80 79% 

310 VOLKSWAGEN DLR ASSN VAR AUTO&TRK 44,369.50 49,972.40 -11% 

311 HALLMARK GREETING CARDS 44,349.10 63,215.70 -30% 

312 HP VAR COMPUTERS 44,335.90 9,201.40 382% 

313 BUENA VISTA FINDING NEMO MOVIE 44,239.20 0 NA 

314 HONDA AUTOS ACCORD LEASING 44,207.10 43,365.20 2% 

315 MICHELOB ULTRA LIGHT BEER 44,128.30 18,541.00 138% 

316 ADVIL PAIN RELIEVER LIQUI-GELS 43,667.80 43,935.90 -1% 

317 TIME-LIFE VAR RECORDINGS DR 43,308.20 37,929.70 14% 

318 TEMPUR-PEDIC INC HOUSEHOLD DR 43,245.70 26,485.40 63% 

319 CADILLAC AUTOS CTS 43,237.30 74,931.90 -42% 

320 FLUMIST FLU RX 43,052.00 0 NA 

321 NATIONAL FLUID MLK PRCSR MILK 42,802.30 54,507.20 -21% 

322 ALAVERT ALLERGY TABLETS 42,788.40 0 NA 

323 GENERAL MOTORS CORP DIV CP 42,784.00 7,995.30 435% 

324 ENTERPRISE RENT-A-CAR 42,668.50 35,712.30 19% 

325 LA-Z-BOY FURN GALLERIES 42,570.50 41,038.50 4% 

326 LINCOLN TRUCKS AVIATOR 42,449.20 6,099.10 596% 

327 GENERAL MILLS HONEY NUT CHEERIOS CRL 42,386.70 33,091.50 28% 

328 CBS TV NETWORK ENTERTAINMENT DIV 42,173.80 34,530.30 22% 

329 DODGE AUTOS VAR 42,087.10 17,923.80 135% 

330 ACE HARDWARE STORES 41,963.70 38,727.30 8% 

331 PUBLIX SUPERMARKETS 41,940.10 34,682.50 21% 

332 BOTOX COSMETIC WRINKLE RX 41,925.60 18,199.00 130% 

333 THERMACARE HEATWRAP 41,827.10 54,991.90 -24% 

334 IKEA FURN&FRNSHNGS STR 41,666.10 31,045.80 34% 

335 PROGRESSIVE.COM AUTO INS ONLINE 41,623.90 25,346.40 64% 

336 OLAY REGENERIST SKIN CARE PDTS 41,548.40 0 NA 

337 HAVERTYS FURNITURE STORE 41,333.30 47,928.70 -14% 

338 WAL-MART DISC ELECTRONICS 41,273.40 52,541.60 -21% 

339 LEXUS AUTOS LS 41,267.80 28,767.70 43% 

340 ACURA TRUCKS MDX 41,092.80 35,505.80 16% 

341 LEVITZ FURNITURE STORE 40,945.70 39,402.90 4% 

342 KOHLS DEPT MULTI-PDTS 40,894.80 28,843.30 42% 

343 FORD DLR ASSN EXPLORER 40,867.60 43,180.60 -5% 

344 E-LOAN CONSUMER SERVICES 40,861.10 6,990.10 485% 

345 BUENA VISTA PIRATES/THE CARIBBEAN MV 40,821.70 0 NA 

346 NOKIA DIGITAL PHONES 40,733.70 16,881.50 141% 

347 PEPCID AC & PEPCID COMPLETE 40,607.70 27,962.30 45% 

348 ORAL-B PROF CARE 7000 TOOTHBRUSH 40,226.10 0 NA 

349 ADDERALL XR ADHD RX 40,192.60 36,372.90 11% 

350 FIDELITY INVESTMENTS CONSUMER SVC 40,181.60 78,976.80 -49% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

351 ARICEPT ALZHEIMERS RX 40,137.00 28,834.60 39% 

352 GMC TRUCKS SIERRA 39,901.40 36,425.90 10% 

353 LEXUS AUTOS ES 39,899.20 45,715.20 -13% 

354 FLEET BANK CONSUMER SERVICES 39,791.50 32,327.10 23% 

355 CHEVROLET TRUCKS SUBURBAN 39,772.20 39,281.70 1% 

356 MICROSOFT OFFICE BUSINESS SOF 39,736.50 1,364.30 2813% 

357 GENERAL MILLS CHEERIOS CEREAL 39,595.50 18,552.90 113% 

358 HYUNDAI AUTOS ELANTRA 39,383.80 9,241.90 326% 

359 JEEP VEHICLES WRANGLER 39,351.00 21,587.40 82% 

360 TOYOTA AUTO&TRK DIV CP 39,316.50 34,471.40 14% 

361 ALEVE PAIN RELIEF CAPLETS 39,272.40 35,401.60 11% 

362 WAL-MART SUPERCENTER MULTI-PDTS 39,156.60 23,073.30 70% 

363 SAAB DLR ASSN VAR AUTOS 39,136.40 25,659.40 53% 

364 HONDA AUTO&TRK VAR 39,132.20 17,140.80 128% 

365 LISTERINE MOUTHWASH 39,024.40 41,992.90 -7% 

366 VERIZON INTERNET SERVICES 38,908.10 40,738.80 -4% 

367 WARNER BROS MYSTIC RIVER MOVIE 38,842.30 0 NA 

368 KODAK PLUS DIGITAL DISPOSABLE CMR 38,694.70 0 NA 

369 GENERAL MILLS TOTAL CEREAL 38,617.80 18,652.60 107% 

370 PARAMOUNT ITALIAN JOB MOVIE 38,605.80 0 NA 

371 AUDI AUTOS A8 38,595.90 1,052.40 3567% 

372 CRAFTMATIC/CONTOUR IND HOUSEHOLD DR 38,558.90 25,455.70 51% 

373 MERCEDES BENZ DLR ASSN VAR AUTO&TRK 38,527.70 18,333.80 110% 

374 GARNIER FRUCTIS FORTIFYING SHAMPOO 38,502.00 19.90 193377% 

375 CHEVROLET DLR ASSN SILVERADO 38,433.40 8,137.10 372% 

376 LAMISIL TOENAIL FUNGUS RX 38,379.80 29,979.10 28% 

377 TOYOTA TRUCKS TUNDRA 38,336.00 36,082.90 6% 

378 MAZDA AUTOS RX-8 38,112.20 0 NA 

379 QUIZNOS CLASSIC SUBS 37,960.80 26,709.90 42% 

380 SONY SOMETHINGS GOTTA GIVE MV 37,847.00 0 NA 

381 PC RICHARD&SON ELECT STR 37,792.50 40,593.90 -7% 

382 PAYLESS SHOESOURCE WOMEN 37,729.80 39,776.30 -5% 

383 BELLSOUTH RESIDENTIAL 37,582.70 10,004.10 276% 

384 APPLE IPOD MP3 PLAYER 37,466.60 3,747.00 900% 

385 HECHTS DEPT SALES ANNOUNCEMENT 37,460.00 41,269.50 -9% 

386 WARNER BROS TERMINATOR 3 RS/MCHNS MV 37,438.10 0 NA 

387 WEBMD INFORMATION SVC ONLINE 37,206.80 17,276.30 115% 

388 LAS VEGAS NV TP 37,101.50 25,562.20 45% 

389 MOUNTAIN DEW SOFT DRINK 37,039.70 51,057.40 -27% 

390 CITIZENS BANK CONSUMER SERVICES 37,009.70 26,036.40 42% 

391 PUR WATER FILTER SYSTEM 36,913.60 38,033.30 -3% 

392 STATE FARM VAR INSURANCE 36,910.70 75,716.10 -51% 

393 AARP AMER ASSN/RTRD PRSN 36,910.00 25,620.30 44% 

394 CENTURY 21 REAL ESTATE 36,544.70 17,991.50 103% 

395 PANTENE PRO-V CMPLT THRP CONDITIONER 36,530.60 44,214.70 -17% 

396 RED BULL ENERGY BEVERAGE 36,493.30 40,211.00 -9% 

397 TOYOTA DLR ASSN CAMRY 36,465.80 36,422.50 0% 

398 MENS WEARHOUSE CLTHNG ST MEN 36,451.40 37,622.60 -3% 

399 SONY BAD BOYS 2 MOVIE 36,424.00 0 NA 

400 KIA AUTOS SPECTRA 36,391.20 50,132.10 -27% 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

401 CITI CREDIT CARD 36,054.60 23,830.50 51% 

402 SONY ANGER MGT MOVIE 35,987.50 0 NA 

403 CAMEL VAR CIGARETTES 35,906.10 0 NA 

404 TROPICANA RTS ORANGE JUICE 35,822.50 22,038.60 63% 

405 AUDI DLR ASSN VAR AUTOS 35,730.80 42,059.50 -15% 

406 WEIGHT WATCHERS PROGRAM 35,615.70 36,310.30 -2% 

407 UPS STORE 35,540.50 359.30 9792% 

408 VOLVO DLR ASSN VAR AUTOS 35,519.70 59,416.00 -40% 

409 HONDA TRUCKS PILOT 35,510.60 36,924.40 -4% 

410 NBC TV NETWORK ENTERTAINMENT DIV 35,465.80 33,741.20 5% 

411 XM SATELLITE RADIO SATELLITE SYSTEM 35,448.70 57,870.00 -39% 

412 HIDDEN VALLEY RANCH SALAD DRESSING 35,434.90 31,385.60 13% 

413 ALWAYS MAXI PADS 35,384.70 18,075.60 96% 

414 FILENES DEPT SALES ANNOUNCEMENT 35,341.30 30,569.50 16% 

415 SNICKERS CANDY BAR 35,331.00 31,132.40 13% 

416 KMART DISC MULTI-PDTS 35,239.40 49,170.00 -28% 

417 LINCOLN MERC TRUCKS VAR 35,215.80 0 NA 

418 ENBREL ARTHRITIS RX 35,172.20 0 NA 

419 SONY TEARS OF THE SUN MOVIE 35,143.40 0 NA 

420 EXCEDRIN TENSION HDCH PAIN REMEDIES 35,114.10 0 NA 

421 SONY CHARLIES ANGELS/THROTTLE 35,071.20 0 NA 

422 TECHNOSCOUT HOUSEHOLD DR 34,935.50 28,878.00 21% 

423 MIRAMAX CHICAGO MOVIE 34,815.00 2,739.20 1171% 

424 MERVYNS DEPT SALES ANNOUNCEMENT 34,790.50 27,530.70 26% 

425 LISTERINE POCKETPAKS ORAL CARE STRPS 34,762.20 51,935.80 -33% 

426 SCHICK INTUITION SHAVER WOMEN 34,697.20 0 NA 

427 SUBARU AUTO&TRK VAR 34,694.90 31,229.30 11% 

428 PARAMOUNT SCHOOL OF ROCK MOVIE 34,592.10 0 NA 

429 SONY DADDY DAY CARE MOVIE 34,555.60 0 NA 

430 MACYS DEPT MISC 34,553.30 33,994.10 2% 

431 MAZDA AUTOS 6 LEASING 34,540.80 0 NA 

432 LEXUS LOC DLR 34,500.80 34,762.60 -1% 

433 TOYOTA TRUCKS HIGHLANDER 34,380.20 11,359.80 203% 

434 KODAK EASYSHARE CAMERA & DOCK 34,342.00 28,069.00 22% 

435 ACURA AUTOS TSX 34,265.80 0 NA 

436 SONICARE ELITE SONIC TOOTHBRUSH 34,259.40 0 NA 

437 UNIVERSAL LOVE ACTUALLY MOVIE 34,251.10 0 NA 

438 INTL HOUSE OF PANCAKES 34,161.80 31,619.00 8% 

439 WARNER BROS MATCHSTICK MEN MOVIE 34,150.20 0 NA 

440 UNIVERSAL BRUCE ALMIGHTY MOVIE 34,128.60 0 NA 

441 ROLEX WATCHES 33,992.90 27,790.20 22% 

442 MENARDS BUILDING SUPPLY 33,951.20 33,327.00 2% 

443 FREECREDITREPORT.COM ONLINE 33,936.40 36,085.40 -6% 

444 NEW LINE ELF MOVIE 33,925.30 0 NA 

445 CADILLAC AUTO&TRK VAR 33,870.50 51,736.20 -35% 

446 20TH CENTURY FOX X2 X-MEN UNITED 33,859.40 0 NA 

447 PROPEL FITNESS FLAVORED BOTTLED WTR 33,815.70 31,406.10 8% 

448 CHRYSLER AUTOS CROSSFIRE 33,760.10 0 NA 

449 IBM THINKPAD PORTABLE COMPUTER 33,742.60 41,314.60 -18% 

450 MITSUBISHI AUTOS LANCER 33,719.50 46,684.90 -28% 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

451 UNIVERSAL SEABISCUIT MOVIE 33,516.00 0 NA 

452 FIDELITY INVESTMENTS FUNDS 33,477.80 8,441.30 297% 

453 KODAK FILM PROCESSING 33,447.70 32,630.70 3% 

454 AMBIEN SLEEP RX 33,396.00 54,812.90 -39% 

455 SIX FLAGS THEME PARKS 33,235.90 38,496.60 -14% 

456 SWIFFER WET JET FLOOR CLEANER SYSTEM 33,127.70 39,258.30 -16% 

457 MACYS DEPT DRUGS/TOILETRIES 32,984.40 30,757.70 7% 

458 HONDA TRUCKS ELEMENT 32,941.30 10,275.20 221% 

459 PARAMOUNT TOMB RAIDER/CRADLE/LF MV 32,669.00 0 NA 

460 UNITED AIRLINES DOM 32,634.30 26,749.80 22% 

461 OUST AIR SANITIZER 32,600.00 526.50 6092% 

462 STATE FARM INS CONSUMER SERVICES 32,578.20 7,704.60 323% 

463 US DEPT/HEALTH&HUMAN SVC 32,544.60 18,058.00 80% 

464 LENSCRAFTERS OPTICAL 32,464.00 37,712.40 -14% 

465 BUENA VISTA BROTHER BEAR MOVIE 32,421.90 0 NA 

466 BALLY TOTAL FITNESS CLUB 32,419.10 31,831.70 2% 

467 BOSLEY MEDICAL INSTITUTE 32,241.70 10,282.50 214% 

468 L’ORÉAL COULEUR EXPERTE HAIR COLOR 32,091.00 0 NA 

469 VERIZON COMMUNICATIONS CP 32,003.90 12,523.90 156% 

470 GE MAJOR APPLIANCES 31,943.20 17,283.10 85% 

471 NISSAN TRUCKS PATHFINDER ARMADA 31,912.40 0 NA 

472 NEW LINE LORD/RINGS RETURN/KNG MV 31,868.60 0 NA 

473 PRILOSEC OTC HEARTBURN CONTROL 31,862.10 0 NA 

474 BANK ONE VISA 31,847.50 21,443.00 49% 

475 HERTZ RENT A CAR 31,833.70 28,182.80 13% 

476 TRANSITIONS EYE GLASS LENSES 31,783.30 14,877.90 114% 

477 MORGAN STANLEY CONSUMER SERVICES 31,756.70 73,692.00 -57% 

478 PARAMOUNT PAYCHECK MOVIE 31,683.90 0 NA 

479 UNIVERSAL HULK MOVIE 31,513.90 0 NA 

480 CADILLAC DLR ASSN VAR AUTO&TRK 31,484.70 18,560.60 70% 

481 ACCENTURE CP 31,465.90 41,734.40 -25% 

482 NISSAN AUTOS SENTRA 31,438.90 11,472.00 174% 

483 WORLD S&L BANK CONSUMER SVC 31,351.40 19,282.00 63% 

484 PAMPERS EASY UPS DISPOSABLE PANTS 31,308.30 26,772.00 17% 

485 DAIRY QUEEN RESTAURANT 31,273.80 35,566.50 -12% 

486 BUENA VISTA HAUNTED MANSION MOVIE 31,243.20 0 NA 

487 LEXUS TRUCKS GX 31,229.30 17,048.00 83% 

488 DIFLUCAN VAGINAL YEAST RX 31,192.80 41,253.10 -24% 

489 KELLOGGS FRUIT HARVEST CEREAL 30,953.00 0 NA 

490 SONY MONA LISA SMILE MOVIE 30,946.30 0 NA 

491 LENDINGTREE.COM ONLINE 30,919.50 32,516.70 -5% 

492 LEXUS AUTO&TRK VAR 30,910.60 48,794.30 -37% 

493 INFINITI TRUCKS FX 30,686.10 0 NA 

494 PRINGLES POTATO CRISPS 30,659.00 24,277.00 26% 

495 TOYOTA AUTOS CAMRY SOLARA 30,647.80 5,671.50 440% 

496 VIDEO PROFESSOR VAR SOFTWARE DR 30,583.50 32,241.20 -5% 

497 FLORIDA VAR ORANGE JUICES 30,531.90 37,305.80 -18% 

498 SONY RADIO MOVIE 30,516.00 0 NA 

499 MCI WORLDCOM CP 30,488.50 678.90 4391% 

500 TARGET DISC ELECTRONICS 30,461.40 17,224.90 77% 


BRAND INDEX 

CLAIROL HRBL ESNC FRT FS SHAMP&COND 925 

CLAIROL HRBL ESNC HGHLTS HAIR COLOR 785 

CLAIROL HYDRIENCE CREAM HAIR COLOR 810 

CLAIROL NAT INSTINCTS HAIR COLOR 981 

CLAIROL NICE N EASY HAIR COLOR 193 

CLARINEX ALLERGY RX 80 

CLARITIN ALLERGY REMEDY 225 

CLARITIN-D ALLERGY REMEDY 704 

CLEAR CHANNEL RADIO STNS 841 

CLEARASIL TOTAL CONTROL FCL CLNSR&MS 1747 

CLICK IT OR TICKET CMPGN 1768 

CLOROX DISINFECTANT WIPES 1082 

CLOROX HOME & BUILDING SUPPLIES 1634 

CLOROX HOME&BLDG SUPP &HDN VLY/SLD 1813 

CLOROX LIQ BLEACH 951 

CLOROX READY MOP MOPPING SYSTEM 1166 

CLOROX ULTRA LIQUID BLEACH 1392 

CLOROX WITH TEFLON BTHRM&TLT BWL CLN 1022 

CNN CABLE TV 1086 

COCA-COLA CLASSIC SOFT DRINK 75 

COFFEE-MATE REG & LIQ NON-DIARY CRMR 1939 

COLDWELL BANKER RE 899 

COLDWELL BNKR RES BRKRG 572 

COLGATE SIMPLY WHITE WHITENING GEL 948 

COLGATE SIMPLY WHT NGHT WHITENING GL 1628 

COLGATE TOTAL ADVNCD FRS TOOTHPASTE 936 

COLORADO STATE TP 1749 

COLUMBIA HOUSE DVD CLUB VAR VDS DR 1506 

COMCAST CABLE 61 

COMEDY CENTRAL CABLE TV 1588 

COMMERCE BANK CONSUMER SERVICES 1627 

COMMIT NICOTINE LOZENGE 509 

COMMIT NICOTINE LOZENGE &NCDRM&NCRT 1752 

COMPAQ PRESARIO COMPUTER PDTS DR 229 

COMPASS BANK CONSUMER SERVICES 1812 

COMPUSA COMPUTER SPRSTR 217 

COMPUTER ASSOC CO 815 

CONCERTA ADHD RX 656 

CONOCOPHILLIPS CP 1918 

COOKIES & COOKIES 1246 

COORS BEER 774 

COORS LIGHT BEER 51 

CORONA EXTRA BEER 724 

CORONA EXTRA BEER &CORONA LIGHT BEER 1895 

COST PLUS WORLD MKT STR 590 

COTTON INC CP 559 

COTTONELLE ULTRASOFT BATH TISSUE 1284 

COURTESY AUTO DLR 1776 

COURTESY AUTO GROUP 1731 

COURTESY FORD 1981 

COURTYARD BY MARRIOTT 1399 

COVER GIRL AQUASMOOTH COMPACT MAKEUP 1816 

COVER GIRL AQUASMOOTH CREAM FNDTN 1339 

COVER GIRL MULTIPLYING MASCARA 934 

COVER GIRL OUTLAST LIP COLOR 675 

COVER GIRL WET SLICKS LIP GLOSS 1878 

COX COMM CABLE 614 

CRACKER BARREL OLD CNTRY 820 

CRAFTMATIC/CONTOUR IND HOUSEHOLD DR 372 

CRAFTSMAN TOOLS 1703 

CRATE & BARREL STORE 1900 

CREATING WEALTH WITH RE WORKSHOP 684 

CREME SAVERS SOFT CANDY 1968 

CREST NIGHT EFFECTS WHITENING GEL 292 

CREST REJUVENATING EFCT REG&GEL PST 1174 

CREST SPINBRUSH PRO ELECT TOOTHBRUSH 508 

CREST WHITENING EXPRSNS TOOTHPASTE 836 

CREST WHITENING PLUS SCP TOOTHPASTE 797 

CREST WHITESTRIPS DENTAL WHTNG SYS 109 

CROWN ROYAL CANADIAN WHISKEY 756 

CRUISES ONLY TRAVEL 1042 

CRYSTAL CRUISES 1318 

CRYSTAL LIGHT FRUIT DRINK MIX & RTS 1562 

CUNARD CRUISES 1915 

CURVES FOR W FITNESS CTR 1516 

CVS DRUG STORE 142 

DAIRY QUEEN RESTAURANT 485 

DANBURY MINT COLLECTIBLES DR 747 

DANNON LIGHT N FIT RTS SMOOTHIES 1519 

DANNON YOGURT 1912 

DASANI BOTTLED WATER 945 

DAVID YURMAN JEWELERS 1638 

DAVIDS BRIDAL STORE FAMILY 1370 

DAVIDS BRIDAL STORE WOMEN 789 

DAWN COMPLETE DISHWASHING LIQUID 1504 

DAWN DISHWASHING LIQ 1497 

DAWN POWER DISSOLVER SPRAY GRS RMVR 651 

DAYQUIL LIQUICAPS 1522 

DAYS INN HOTELS 1705 

DE BEERS DIAMONDS 167 

DEBT FREE SERVICE CONSUMER SERVICES 216 

DELL DIMENSION COMPUTER PDTS DR 749 

DELL DIMENSION&INSPIRON CMPTR PDT DR 143 

DELL VAR COMPUTERS COMPUTER PDTS DR 14 

DELTA AIRLINES CARGO DOM 1380 

DELTA FAUCETS 1598 

DEMETRIOS BRIDAL GOWNS WOMEN 1591 

DENNYS RESTAURANT 256 

DENTYNE ICE GUM 1180 

DERAMAXX DOG RX 947


DETROL LA BLADDER CONTROL RX 525 

DEUTSCHE BANK AG CP 1577 

DEVRY UNIVERSITY 531 

DIAGEO PLC VAR BEVERAGES 1963 

DICKS CLOTHING&SPRT GDS FAMILY 1784 

DIET DR PEPPER SOFT DRINK 736 

DIET PEPSI SOFT DRINK 694 

DIFLUCAN VAGINAL YEAST RX 488 

DIGIORNO FROZEN PIZZA 523 

DILLARDS DEPT APPAREL FAMILY 1811 

DILLARDS DEPT APPAREL MEN 751 

DILLARDS DEPT APPAREL WOMEN 266 

DILLARDS DEPT DRUGS/TOILETRIES 583 

DILLARDS DEPT HOUSEHOLD 929 

DILLARDS DEPT MISC 1031 

DILLARDS DEPT SALES ANNOUNCEMENT 241 

DIR GENERAL SERVICES 154 

DIRECTV SATELLITE SYSTEM 29 

DISCOUNT TIRE CO INC 833 

DISCOVER CARD CREDIT CARD 124 

DISCOVERY CHANNEL CBL TV 501 

DISH NETWORK SATELLITE SYSTEM 101 

DISNEY CRUISES 1794 

DISNEY ON ICE SHOW 1827 

DISNEYLAND RESORT 1027 

DISNEYLAND THEME PARK 1162 

DITECH.COM CONSUMER SERVICES 243 

DITECH.COM ONLINE 1039 

DOCKERS PANTS MEN 798 

DODGE AUTO&TRK VAR 44 

DODGE AUTOS VAR 329 

DODGE DLR ASSN RAM PICKUP 549 

DODGE DLR ASSN VAR AUTO&TRK 60 

DODGE TRUCKS CARAVAN 105 

DODGE TRUCKS CARAVAN & RAM PICKUP 887 

DODGE TRUCKS DURANGO 149 

DODGE TRUCKS RAM PICKUP 71 

DODGE TRUCKS VAR 910 

DOMINOS PIZZA RESTAURANT 63 

DOUBLEDAY BOOK CLUB DR 1427 

DOVE BEAUTY BAR SOAP 1958 

DOVE ESSENTIAL NTRNTS CLEANSING PLW 1663 

DOVE ESSENTIAL NTRNTS DAY CREAM 1745 

DOVE ESSENTIAL NTRNTS SKIN CARE PDTS 1642 

DOVE EXFOLIATING BEAUTY BAR SOAP 1208 

DOVE SHAMPOO 1943 

DOVE SHAMPOO & CONDITIONER 249 

DOW JONES NEWSWIRES ONLINE 1676 

DOWNY ADVANCED LIQUID FAB SOFTENER 630 

DOWNY ULTRA LIQ FABRIC SOFTENER 1169 

DR PEPPER SOFT DRINK 182 

DR SCHOLLS MASSAGING GEL INSOLES 527 

DREAMWORKS BIKER BOYZ MOVIE 1667 

DREAMWORKS CATCH ME IF YOU CAN MV 1254 

DREAMWORKS HEAD OF STATE MOVIE 1158 

DREAMWORKS HOUSE/SAND & FOG MOVIE 1715 

DREAMWORKS OLD SCHOOL MOVIE 554 

DREAMWORKS SINBAD LEGEND/SEVEN SEAS 768 

DSW SHOE WAREHOUSE MEN & WOMEN 1608 

DSW SHOE WAREHOUSE WOMEN 1684 

DUNKIN DONUTS RESTAURANT 263 

DUPONT STAINMASTER CARPETS 1011 

DURACELL ALKALINE BATTERIES 218 

DYSON VACUUM CLEANER 1257 

E ENTERTAINMENT CABLE TV 1558 

E TRADE FINANCIAL ONLINE 1355 

E-LOAN CONSUMER SERVICES 344 

EARTHLINK INTERNET SERVICES 221 

EAST/WEST MORTGAGE CO CONSUMER SVC 1829 

EBAY MOTORS AUCTION ONLINE 624 

EBAY.COM AUCTIONS ONLINE 301 

ECKERD DRUG STORE 189 

EDUCATION DIRECT CORR SCH DR 1463 

EDWARD D JONES & CO CONSUMER SVC 1235 

EFFEXOR XR ANTI DEPRESSION RX 287 

EGG BEATERS EGG SUBSTITUTE 1697 

EHARMONY.COM ONLINE 1026 

EL DORADO FURNITURE CO 1896 

ELECTRASOL GELPACK DISHWASHER DET 1056 

ELI LILLY & CO ADULT ADD 1782 

ELIDEL ECZEMA RX 178 

EMBASSY SUITES HOTELS 1820 

EMPIRE TODAY CARPET STR 296 

ENBREL ARTHRITIS RX 418 

ENERGIZER ALKALINE BATTERIES 1842 

ENERGIZER MAX HOUSEHOLD BATTERIES 265 

ENSURE NUTRITIONAL SUPPLEMENT 1015 

ENTERPRISE RENT-A-CAR 324 

ENZYTE DRUGS/TOILETRIES DR 1473 

EPA ENERGY STAR PROGRAM 1991 

EPICURIOUS.COM ONLINE 1854 

EPIPEN ANAPHYLAXIS RX 1546 

EPSON PRINTERS 282 

EPT PREGNANCY TEST 1403 

EQUAL SWEETENER 1596 

ESPN CABLE TV 642 

ETHAN ALLEN FURN STR 526 

EXCEDRIN TENSION HDCH PAIN REMEDIES 420 

EXPEDIA.COM TRAVEL SVC ONLINE 72 

EXPO DESIGN CENTER 1326 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

501 DISCOVERY CHANNEL CBL TV 30,444.00 23,031.40 32% 

502 BRINKS SECURITY SYSTEM 30,389.80 23,793.40 28% 

503 AVANDIA DIABETES RX 30,265.00 47,808.70 -37% 

504 PORSCHE TRUCKS CAYENNE 30,246.80 5,348.30 466% 

505 INFONE DIR ASST 30,209.50 0 NA 

506 LA WEIGHT LOSS CENTER 30,165.80 24,472.70 23% 

507 PARAMOUNT TIMELINE MOVIE 30,150.20 0 NA 

508 CREST SPINBRUSH PRO ELECT TOOTHBRUSH 30,124.90 13,228.70 128% 

509 COMMIT NICOTINE LOZENGE 30,107.80 5,608.60 437% 

510 HYDROXYCUT SUPPLEMENT 30,094.70 28,790.40 5% 

511 FINDING NEMO VIDEO 30,089.20 0 NA 

512 PARAMOUNT HOW/LOSE/GUY/10 DAYS MV 30,048.80 0 NA 

513 VOLVO TRUCKS XC90 WAGON 30,045.20 807.20 3622% 

514 CARLS JR RESTAURANT 30,030.80 31,452.20 -5% 

515 CHEVROLET TRUCKS VAR 29,924.00 106,481.10 -72% 

516 MIDAS MUFFLER SHOPS 29,904.90 39,065.10 -23% 

517 MAACO AUTO BODY CENTER 29,882.40 27,209.90 10% 

518 SHELL GASOLINE 29,875.20 26,699.60 12% 

519 IBM ESERVER XSERIES SERVER 29,872.00 4,197.50 612% 

520 UNIVERSAL DR SEUSS/CAT/HAT MOVIE 29,839.90 0 NA 

521 WARNER BROS MATRIX RELOADED MOVIE 29,716.90 0 NA 

522 SONY SWAT MOVIE 29,683.50 0 NA 

523 DIGIORNO FROZEN PIZZA 29,637.50 19,641.20 51% 

524 CANON PRINTERS 29,561.90 34,823.70 -15% 

525 DETROL LA BLADDER CONTROL RX 29,524.30 37,938.30 -22% 

526 ETHAN ALLEN FURN STR 29,522.70 33,735.90 -12% 

527 DR SCHOLLS MASSAGING GEL INSOLES 29,493.20 8,670.50 240% 

528 VANGUARD GROUP CONSUMER SERVICES 29,482.00 27,999.80 5% 

529 AVLIMIL FEMALE SXL DSFNCTN MDCN 29,382.40 0 NA 

530 LAND ROVER VEHICLES RANGE ROVER 29,308.70 12,101.20 142% 

531 DEVRY UNIVERSITY 29,249.10 29,059.30 1% 

532 TIDE PWD LAUNDRY DET/BLEACH 29,243.60 377.80 7640% 

533 BILL HEARD CHEVROLET 29,125.90 20,458.80 42% 

534 20TH CENTURY FOX LG/EXTRDNRY GNTLMN 29,108.90 0 NA 

535 ADT SECURITY SYSTEM 29,091.10 7,765.20 275% 

536 SONY HOLLYWOOD HOMICIDE MOVIE 29,077.40 0 NA 

537 AMERITRADE BROKERAGE ONLINE 29,063.60 63,741.30 -54% 

538 AMSTEL LIGHT BEER 29,057.20 16,061.40 81% 

539 JAMES SOKOLOVE&AFLT ATTY 28,958.80 5,937.70 388% 

540 20TH CENTURY FOX CHEAPER/DOZEN MOVIE 28,931.60 0 NA 

541 GAP CLOTHING STORE MEN & WOMEN 28,898.20 55,484.90 -48% 

542 ORBITZ TRAVEL SERVICE ONLINE 28,837.20 30,254.10 -5% 

543 HP CAMERA&CMPTR CMPNTS&ACS 28,801.20 1,178.40 2344% 

544 SONY MISSING MOVIE 28,732.70 0 NA 

545 20TH CENTURY FOX DAREDEVIL MOVIE 28,676.80 0.30 9.6M% 

546 VISA BUSINESS CREDIT CARD 28,669.80 9,523.20 201% 

547 ACUVUE 2 DISPOSABLE CONTACT LENS 28,669.30 19,807.20 45% 

548 YOPLAIT YOGURT 28,664.70 18,569.60 54% 

549 DODGE DLR ASSN RAM PICKUP 28,630.80 19,893.20 44% 

550 GILLETTE VENUS RAZOR WOMEN 28,479.10 35,249.80 -19% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

551 JENNY CRAIG WEIGHT LOSS 28,449.90 22,893.10 24% 

552 FORD AUTOS TAURUS 28,388.30 18,031.30 57% 

553 LAMISIL AT ATHLETES FOOT CREAM 28,387.40 29,051.40 -2% 

554 DREAMWORKS OLD SCHOOL MOVIE 28,318.90 0 NA 

555 KAUFMANNS DEPT SALES ANNOUNCEMENT 28,309.60 26,156.30 8% 

556 NEW YORK STATE LOTTERY 28,288.20 31,132.80 -9% 

557 AMERICAN AIRLINES DOM 28,265.40 19,341.80 46% 

558 BUICK AUTO&TRK DIV CP 28,260.70 32,284.50 -12% 

559 COTTON INC CP 28,233.70 25,333.80 11% 

560 MERCEDES BENZ AUTOS E-CLASS 28,164.40 32,586.00 -14% 

561 CENTERS/DISEASE CNTRL&PR 28,155.00 21,537.20 31% 

562 IAMS DRY DOG FOOD 28,150.60 13,723.40 105% 

563 CHEVROLET TRUCKS AVALANCHE 28,098.10 61,596.00 -54% 

564 WARNER BROS IN-LAWS MOVIE 28,096.10 0 NA 

565 INFINITI DLR ASSN VAR AUTO&TRK 28,026.50 23,157.40 21% 

566 WARNER BROS MATRIX REVOLUTIONS MOVIE 28,026.10 0 NA 

567 FORD TRUCKS FREESTAR 28,018.30 0 NA 

568 SUBARU TRUCKS FORESTER 27,998.80 28,045.30 0% 

569 PINE-SOL LIQUID CLEANER 27,958.30 24,957.50 12% 

570 CHOICE HOTELS INTL 27,906.00 24,414.60 14% 

571 CAREERBUILDER ONLINE 27,874.50 6,193.10 350% 

572 COLDWELL BNKR RES BRKRG 27,707.00 20,122.10 38% 

573 BUENA VISTA BRINGING DOWN THE HOUSE 27,687.00 0 NA 

574 AMERICAN PLASTICS CNCL 27,679.20 30,919.00 -10% 

575 BMW AUTOS 5-SERIES 27,604.50 4,499.00 514% 

576 SAAB AUTOS 9-3 LEASING 27,597.00 10,529.20 162% 

577 CISCO SYSTEMS INC CP 27,585.50 506.60 5345% 

578 HOLLAND AMERICA CRUISES 27,577.00 21,695.90 27% 

579 PEP BOYS AUTO PARTS STR 27,564.60 29,830.90 -8% 

580 GATEWAY VAR COMPUTERS CMPTR PDTS DR 27,524.80 48,517.70 -43% 

581 QUALITY CARE PARTS & SERVICE 27,467.40 32,812.50 -16% 

582 BMW DLR ASSN VAR AUTO&TRK 27,423.60 10,945.20 151% 

583 DILLARDS DEPT DRUGS/TOILETRIES 27,371.10 32,412.90 -16% 

584 BRITA PITCHER & WATER FILTERS 27,347.00 25,671.70 7% 

585 ABREVA COLD SR&FVR BLSTR TRTMNT 27,339.00 30,986.10 -12% 

586 20TH CENTURY FOX MASTER&COMMANDER MV 27,333.40 0 NA 

587 TOYOTA AUTOS PRIUS BI-FUEL 27,283.80 12,526.20 118% 

588 ROOMSTORE FURN&ACCS STR 27,249.80 25,136.30 8% 

589 MILLER GENUINE DRAFT BEER 27,217.00 25,342.40 7% 

590 COST PLUS WORLD MKT STR 27,130.50 20,829.70 30% 

591 PRAVACHOL CHOLESTEROL RX 27,117.40 33,115.80 -18% 

592 KELLOGGS FROSTED MINI WHEATS CRL 27,059.40 34,747.60 -22% 

593 MIRAMAX BAD SANTA MOVIE 27,036.10 0 NA 

594 HERSHEYS KISSES CANDY 27,001.00 24,415.60 11% 

595 SONY VAIO COMPUTER PDTS DR 26,913.10 656.10 4002% 

596 FORD DLR ASSN VAR TRUCKS 26,870.70 16,184.40 66% 

597 WARNER BROS LOONEY TUNES BCK/ACTN MV 26,866.00 0 NA 

598 MILLER VAR BEERS 26,858.10 32,523.80 -17% 

599 SOUTHWEST AIRLINES ONLINE 26,848.80 6,908.40 289% 

600 ATA AMERICAN TRANS AIR DOM 26,764.60 31,084.50 -14% 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

601 ANHEUSER-BUSCH VAR BEERS 26,712.00 22,846.30 17% 

602 PRICELINE.COM TRAVEL ONLINE 26,698.90 22,389.60 19% 

603 PEPSI VANILLA SOFT DRINK 26,511.80 0 NA 

604 RAYMOUR&FLANIGAN FRN STR 26,431.00 25,717.10 3% 

605 BRITISH AIRWAYS INTL 26,412.80 24,333.50 9% 

606 BANK ONE PLATINUM VISA 26,394.10 0 NA 

607 MERRILL LYNCH&CO BROKER CONSUMER SVC 26,390.90 59,158.80 -55% 

608 BUENA VISTA FREAKY FRIDAY MOVIE 26,382.70 0 NA 

609 PARAMOUNT HUNTED MOVIE 26,382.60 0 NA 

610 LUVS ULTRA LKGRDS DISPOSABLE DIAPERS 26,308.20 18,149.60 45% 

611 WINN DIXIE FOOD STORES 26,290.00 25,491.20 3% 

612 AMERICAN AIRLINES DOM & INTL 26,265.70 27,733.50 -5% 

613 PARAMOUNT RUGRATS GO WILD MOVIE 26,252.90 0 NA 

614 COX COMM CABLE 26,236.80 17,578.50 49% 

615 BOUNCE FABRIC SOFTENER SHEETS 26,222.80 21,699.70 21% 

616 GARNIER NUTRISSE HAIR COLOR 26,221.30 26,267.50 0% 

617 A&E CABLE TV 26,220.50 15,515.40 69% 

618 SHERWIN-WILLIAMS PNT STR 26,182.80 26,236.40 0% 

619 AMERICAN DAIRY ASSN CHOCOLATE MILK 26,173.80 29,703.70 -12% 

620 TELEFLORA FLORIST DLVRY 26,170.20 26,891.70 -3% 

621 CAPITAL ONE MILES ONE CARD 26,122.40 10,932.70 139% 

622 WINSTON VAR CIGARETTES 26,111.90 0 NA 

623 TOYOTA DLR ASSN VAR TRUCKS 26,059.30 15,620.30 67% 

624 EBAY MOTORS AUCTION ONLINE 26,058.60 12,131.90 115% 

625 LINCOLN MERC AUTOS VAR 26,030.90 4,170.70 524% 

626 APPLE VACATIONS TRAVEL 25,978.50 20,451.70 27% 

627 ART VAN FURNITURE STORE 25,928.10 28,482.40 -9% 

628 FORD AUTO&TRK MUSTANG & RANGER LSG 25,873.90 0 NA 

629 ACURA AUTOS RSX 25,830.30 27,175.40 -5% 

630 DOWNY ADVANCED LIQUID FAB SOFTENER 25,824.30 0 NA 

631 NISSAN AUTOS 350Z 25,798.30 24,187.30 7% 

632 20TH CENTURY FOX RUNAWAY JURY MOVIE 25,793.60 0 NA 

633 MAZDA AUTO&TRK VAR 25,763.50 36,704.50 -30% 

634 HP PRINTERS 25,735.90 44,985.60 -43% 

635 UNIVERSAL RUNDOWN MOVIE 25,713.80 0 NA 

636 BLOCKBUSTER VIDEO STORE 25,684.70 111,550.90 -77% 

637 CHRYSLER DLR ASSN VAR AUTO&TRK 25,673.40 30,360.10 -15% 

638 HAMILTON COLLECTION COLLECTIBLES DR 25,609.60 19,845.40 29% 

639 L’ORÉAL FERIA HAIR COLOR 25,601.70 30,299.30 -16% 

640 YAHOO ONLINE 25,579.60 29,151.70 -12% 

641 PANTENE PRO-V SHAMPOO & CONDITIONER 25,508.70 6,881.00 271% 

642 ESPN CABLE TV 25,505.70 22,760.40 12% 

643 AMERIDEBT COUNSELING CONSUMER SVC 25,451.50 42,479.90 -40% 

644 UNIVERSAL PETER PAN MOVIE 25,450.60 0 NA 

645 AMERICAN STOCK EXCHANGE 25,437.80 29,340.80 -13% 

646 PRINCIPAL FIN GROUP CONSUMER SVC 25,413.20 19,609.90 30% 

647 VOLKSWAGEN AUTO&TRK VAR 25,409.30 77,596.70 -67% 

648 PAMPERS CUSTOM FIT CRSRS DSPSBL DPRS 25,396.60 15,720.30 62% 

649 XEROX CORP CP 25,354.40 20,063.00 26% 

650 PARAMOUNT HOURS MOVIE 25,345.90 3,241.50 682% 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

651 DAWN POWER DISSOLVER SPRAY GRS RMVR 25,272.40 0 NA 

652 GMC TRUCKS VAR 25,206.00 39,327.50 -36% 

653 SIRIUS SATELLITE RADIO SYSTEM 25,143.90 8,802.90 186% 

654 TNT CABLE TV 25,140.00 24,419.90 3% 

655 SEARS DEPT AUTOMOTIVE 25,133.80 30,832.50 -18% 

656 CONCERTA ADHD RX 25,129.40 4,846.50 419% 

657 UNIVERSAL INTOLERABLE CRUELTY MV 25,099.20 0 NA 

658 SHELL OIL CO CP 25,074.40 15,175.00 65% 

659 TRUE VALUE HARDWARE STR 24,966.60 31,514.80 -21% 

660 AT&T PREPAID WIRELESS SERVICE 24,917.60 0 NA 

661 FEDEX DELIVERY SERVICE ONLINE 24,912.10 31,644.80 -21% 

662 UPS UNITED PARCEL SVC DOM 24,892.60 12,478.30 99% 

663 BARGAIN NETWORK AUCTIONS 24,886.30 0 NA 

664 WRIGLEYS ORBIT SUGARLESS GUM 24,864.20 26,814.30 -7% 

665 PARAMOUNT CORE MOVIE 24,832.50 104.50 23663% 

666 LIBERTY HOME PHARMACY DRUGS/TOIL DR 24,799.20 33,160.20 -25% 

667 NICODERM CQ STOP SMOKING PATCH 24,798.00 34,025.30 -27% 

668 TBS CABLE TV 24,728.40 22,937.40 8% 

669 HONDA AUTOS CIVIC LEASING 24,722.10 17,286.30 43% 

670 WAL-MART DISC APPAREL WOMEN 24,697.00 25,424.90 -3% 

671 SONY BASIC MOVIE 24,681.10 0 NA 

672 7 UP SOFT DRINK 24,678.00 33,894.60 -27% 

673 L’ORÉAL EXCELLENCE CREME HAIR COLOR 24,663.00 25,281.20 -2% 

674 SERTA MATTRESSES 24,623.20 21,183.30 16% 

675 COVER GIRL OUTLAST LIP COLOR 24,604.50 30,482.80 -19% 

676 PETSMART CENTER 24,602.30 28,407.20 -13% 

677 IMODIUM AD ANTI-DIARRHEAL CAPLETS 24,595.10 14,936.30 65% 

678 MASTERCARD DEBIT CARD 24,589.40 11,120.80 121% 

679 M&MS MILK CHOCOLATE CANDY 24,566.50 22,267.80 10% 

680 NATIONAL CITY BANK CONSUMER SERVICES 24,521.20 19,639.30 25% 

681 7 ELEVEN FOOD STORES 24,506.20 41,551.80 -41% 

682 HOOKED ON PHONICS MISC DR 24,449.10 16,948.20 44% 

683 AQUAFINA PURIFIED WATER 24,446.00 27,893.40 -12% 

684 CREATING WEALTH WITH RE WORKSHOP 24,383.20 2,091.00 1066% 

685 1-800-COLLECT 24,272.00 34,049.10 -29% 

686 NICORETTE NICOTINE GUM 24,263.40 30,546.90 -21% 

687 ONE-A-DAY WEIGHT SMART MULTI VTMNS 24,214.80 0 NA 

688 AMERICAN EXPRESS BUS CREDIT CARD 24,205.40 13,437.80 80% 

689 UNIVERSAL 2 FAST 2 FURIOUS MOVIE 24,205.10 0 NA 

690 VOLKSWAGEN AUTOS JETTA LEASING 24,187.70 17,537.80 38% 

691 MGM/UA OUT OF TIME MOVIE 24,168.40 0 NA 

692 LINCOLN MERC DLR ASSN VAR TRUCKS 24,152.60 8.80 274361% 

693 HUGGIES ULTRATRIM DISPOSABLE DIAPERS 24,146.80 24,834.60 -3% 

694 DIET PEPSI SOFT DRINK 24,041.40 31,473.80 -24% 

695 FRANKLIN TEMPLETON FUNDS 24,014.10 26,148.30 -8% 

696 WICKES FURN WRHS&SHWRM 23,995.90 17,813.00 35% 

697 PEDIGREE DRY DOG FOOD 23,921.60 444.00 5288% 

698 FORD DLR ASSN FOCUS 23,865.60 25,453.30 -6% 

699 UNIVERSITY OF PHOENIX ONLINE 23,814.30 12,111.00 97% 

700 20TH CENTURY FOX STUCK ON YOU MOVIE 23,803.60 0 NA 


BRAND INDEX 

EYEMASTERS OPTICAL CTR 1669 

FANCY FEAST CANNED CAT FOOD 1211 

FANNIE MAE CONSUMER SERVICES 1048 

FANNIE MAE FOUNDATION 286 

FEBREZE ALLERGEN REDUCER FAB RFRSHR 743 

FEBREZE FABRIC REFRESHER 946 

FEDEX DELIVERY SERVICE ONLINE 661 

FEDEX DOM 702 

FEDEX DOM & INTL 867 

FEDEX INTL 1609 

FEMRING ESTROGEN RX 1482 

FIDELITY INVESTMENTS CONSUMER SVC 350 

FIDELITY INVESTMENTS FUNDS 452 

FIFTH THIRD BANK CONSUMER SERVICES 1719 

FILENES DEPT SALES ANNOUNCEMENT 414 

FINDING NEMO VIDEO 511 

FINISHING TOUCH DRUGS/TOILETRIES DR 913 

FIRESTONE TIRE & SVC CTR 1336 

FIRST 5 CA ORG 1455 

FIXODENT COMPLETE DENTURE ADHESIVE 1267 

FLEET BANK CONSUMER SERVICES 354 

FLONASE NASAL RX 113 

FLORIDA STATE LOTTERY 1377 

FLORIDA VAR ORANGE JUICES 497 

FLORIDAS NATURAL RTS ORANGE JUICE 710 

FLUMIST FLU RX 320 

FOCUS DELIVER US FROM EVA MV 1954 

FOCUS FACTOR DRUGS/TOILETRIES DR 1282 

FOCUS LOST IN TRANSLATION MV 1238 

FOCUS PIANIST MOVIE 998 

FOLEYS DEPT DRUGS/TOILETRIES 1129 

FOLEYS DEPT SALES ANNOUNCEMENT 232 

FOLGERS CLASSIC ROAST COFFEE 1944 

FOLGERS COFFEE 711 

FOOD LION FOOD STORE 1300 

FOOT LOCKER SHOE STORE MEN 1021 

FORD AUTO&TRK MUSTANG & RANGER LSG 628 

FORD AUTO&TRK PRE-OWNED 1786 

FORD AUTO&TRK VAR 81 

FORD AUTOS FOCUS 141 

FORD AUTOS FOCUS LEASING 1737 

FORD AUTOS MUSTANG 1831 

FORD AUTOS TAURUS 552 

FORD AUTOS THUNDERBIRD 1665 

FORD DLR ASSN EXPLORER 343 

FORD DLR ASSN F-SERIES 197 

FORD DLR ASSN F-SERIES & RANGER 1244 

FORD DLR ASSN FOCUS 698 

FORD DLR ASSN TAURUS 1919 

FORD DLR ASSN VAR AUTO&TRK 47 

FORD DLR ASSN VAR TRUCKS 596 

FORD DLR ASSN WINDSTAR 1881 

FORD TRUCKS ESCAPE 298 

FORD TRUCKS EXPEDITION 278 

FORD TRUCKS EXPLORER 129 

FORD TRUCKS F-SERIES 23 

FORD TRUCKS F-SERIES & RANGER 1937 

FORD TRUCKS FREESTAR 567 

FORD TRUCKS VAR 1718 

FOSAMAX OSTEOPOROSIS RX 245 

FOX SEARCHLIGHT 28 DAYS LATER MOVIE 1738 

FOX SEARCHLIGHT ANTWONE FISHER MOVIE 1559 

FOX SEARCHLIGHT BEND/BECKHAM MOVIE 1109 

FOX TV NETWORK ENTERTAINMENT DIV 201 

FOXWOODS CASINO & RESORT 1845 

FRANKLIN MINT COLLECTIBLES DR 1869 

FRANKLIN TEMPLETON FUNDS 695 

FREAKY FRIDAY VIDEO 1984 

FRED MEYER DISC MULTI-PDTS 1578 

FREECREDITREPORT.COM ONLINE 443 

FREESTYLE BLOOD GLUCOSE TEST 1750 

FRESH STEP LITTER 1529 

FRIENDLYS RESTAURANT 1386 

FRISKIES CAT FOOD & TREATS 1483 

FRITO-LAY GO SNACKS 1349 

FRONTLINE PLUS CAT & DOG RX 1018 

FRYS ELECTRONICS STORE 42 

FUNJET VACATIONS TRAVEL 1347 

FX CABLE TV 1187 

GAIN LIQUID LAUNDRY DETERGENT 1118 

GALYANS SPORTS STORE 1800 

GAP CLOTHING STORE MEN 986 

GAP CLOTHING STORE MEN & WOMEN 541 

GAP CLOTHING STORE WOMEN 240 

GARDEN CITY GROUP MISC FIN 1832 

GARDEN RIDGE PTRY&HM DCR 1601 

GARNIER FRUCTIS FORTIFYING COND 989 

GARNIER FRUCTIS FORTIFYING SHAMPOO 374 

GARNIER NUTRISSE HAIR COLOR 616 

GART SPORTS STORE 1080 

GATEWAY COUNTRY CMPTR ST 237 

GATEWAY PLASMA TV 1255 

GATEWAY VAR COMPUTERS CMPTR PDTS DR 580 

GATORADE RTS BEVERAGE 62 

GE GENERAL ELECTRIC CO CP 137 

GE MAJOR APPLIANCES 470 

GEICO AUTO INSURANCE 34 

GENERAL FOODS INTL INSTANT COFFEE 1340 

GENERAL MILLS BERRY BURST CHEERIOS 728 

GENERAL MILLS CHEERIOS CEREAL 357


GENERAL MILLS CINNAMON TST CRNCH CRL 1220 

GENERAL MILLS CORN&RICE CHEX CEREAL 1145 

GENERAL MILLS HONEY NUT CHEERIOS CRL 327 

GENERAL MILLS LUCKY CHARMS CEREAL 1974 

GENERAL MILLS MILK & CEREAL BARS 1046 

GENERAL MILLS TOTAL CEREAL 369 

GENERAL MILLS VAR CHEX CEREALS 1850 

GENERAL MOTORS CORP DIV CP 323 

GENERAL MOTORS CORP PRE-OWND AUT&TRK 944 

GENERAL MOTORS CORP VAR AUTO&TRK 19 

GENERAL MOTORS CORP VAR TRUCKS 1557 

GENERAL NUTRITION CENTER 856 

GEORGIA STATE LOTTERY 1631 

GERBER BABY FOOD 806 

GIANT FOOD STORE 1401 

GILLETTE MACH 3 TURBO RAZOR MEN 307 

GILLETTE SENSOR 3 RAZOR MEN 1088 

GILLETTE VENUS RAZOR WOMEN 550 

GIRLS GONE WILD VAR VIDEOS DR 792 

GLAD FRESH PROTECT FOOD STORAGE BAGS 1683 

GLAD PRESS N SEAL WRAP 955 

GLAD TRASH BAGS 1141 

GLADE 3 IN 1 SCENTED CANDLES 846 

GLADE SCENTED OIL FAN PLUG-INS 1019 

GLADWARE FOOD STORAGE CONTAINERS 1659 

GLENLIVET SCOTCH WHISKEY 1990 

GLUCERNA NUTRITIONAL BAR&RTS DRNK 1382 

GLUCOVANCE DIABETES RX 1639 

GM GOODWRENCH PARTS & SERVICE 242 

GMC DLR ASSN ENVOY 1983 

GMC DLR ASSN SIERRA 1250 

GMC DLR ASSN VAR TRUCKS 963 

GMC DLR ASSN YUKON 1985 

GMC TRUCKS ENVOY 175 

GMC TRUCKS SIERRA 352 

GMC TRUCKS VAR 652 

GMC TRUCKS YUKON DENALI 809 

GO RVING 834 

GOLDEN CORRAL RESTAURANT 1653 

GOLF CHANNEL CABLE TV 1550 

GOOD GUYS TV&STEREO STR 1374 

GOOD HOUSEKEEPING INST 1973 

GOODNITES DISPOSABLE PANTS 1859 

GOODYEAR AUTO & TRUCK TIRES 1688 

GOODYEAR AUTO TIRES 1416 

GOODYEAR TRUCK TIRES 1148 

GOODYS FAM CLOTHING STR MEN & WOMEN 1923 

GREAT CLIPS HAIR&BTY SLN 1904 

GREAT INDOORS STORE 1419 

GREATER BOSTON RE BOARD 1582 

GREYHOUND BUS LINES 1116 

GUINNESS DRAUGHT BEER 1716 

GUITAR CENTER 1020 

H&R BLOCK TAX SERVICE CONSUMER SVC 211 

HALLMARK GOLD CROWN STR 158 

HALLMARK GREETING CARDS 311 

HALLS FRUIT BREEZERS THROAT DROPS 898 

HAMILTON COLLECTION COLLECTIBLES DR 638 

HAMPTON INN HOTELS 779 

HANES HER WAY BODY CRTNS BRAS&PNTS W 970 

HANES T-SHIRTS MEN 1729 

HARDEES RESTAURANT 783 

HARLEY-DAVIDSON MOTORCYCLE 1555 

HARRAHS CASINO HOTELS 891 

HARRY POTTER&CHMBR/SCRTS VIDEO 1495 

HAVERTYS FURNITURE STORE 337 

HAWTHORNE VILLAGE COLLECTIBLES DR 1079 

HAYNES FURNITURE STORE 1910 

HBO CABLE TV 169 

HEAD & SHOULDERS DANDRUFF SHAMPOO 782 

HEALTHY CHOICE MIXED GRL FRZN ENTRS 1285 

HECHTS DEPT SALES ANNOUNCEMENT 385 

HEINEKEN BEER 308 

HELLMANNS DIPPIN SAUCE SAUCE 1330 

HELZBERG JEWELERS 1458 

HERSHEYS HERSHEY BAR CANDY BAR 707 

HERSHEYS KISSES CANDY 594 

HERTZ CAR SALES 1265 

HERTZ RENT A CAR 475 

HEWLETT-PACKARD CO CP 36 

HH GREGG APPL STORE 1112 

HIDDEN VALLEY RANCH SALAD DRESSING 412 

HISTORY CHANNEL CABLE TV 1183 

HOBBY LOBBY CREATIVE CTR 1096 

HOLIDAY INNS 701 

HOLIDAY INNS EXPRESS 1249 

HOLLAND AMERICA CRUISES 578 

HOM FURNITURE STORE 1696 

HOME DEPOT HOME CENTER 4 

HOMEDICS DRUGS & TOIL & FOUNTAINS 1448 

HOMESTYLE BAKES ENTREE MEAL KIT 1778 

HONDA AUTO&TRK VAR 364 

HONDA AUTOS ACCORD 83 

HONDA AUTOS ACCORD LEASING 314 

HONDA AUTOS CIVIC 251 

HONDA AUTOS CIVIC LEASING 669 

HONDA DLR ASSN VAR AUTO&TRK 1060 

HONDA MOTOR CO LTD CP 746 

HONDA MOTORCYCLE 1864 

HONDA TRUCKS CR-V 1841 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

701 HOLIDAY INNS 23,781.50 23,242.00 2% 

702 FEDEX DOM 23,708.40 21,275.30 11% 

703 AVEENO CLEAR COMPLEXION FMNG CLNSR 23,706.50 5,507.10 330% 

704 CLARITIN-D ALLERGY REMEDY 23,680.80 0 NA 

705 SUNSHINE CHEEZ-IT CRACKERS 23,636.50 10,515.30 125% 

706 BLOOMINGDALES DEPT SALES ANNC 23,583.60 21,484.60 10% 

707 HERSHEYS HERSHEY BAR CANDY BAR 23,579.50 17,397.90 36% 

708 CAMPBELLS CHUNKY SOUP 23,578.70 34,981.30 -33% 

709 T ROWE PRICE CONSUMER SERVICES 23,577.40 23,711.00 -1% 

710 FLORIDAS NATURAL RTS ORANGE JUICE 23,568.00 16,917.00 39% 

711 FOLGERS COFFEE 23,548.00 9,149.90 157% 

712 KEY BANK CONSUMER SERVICES 23,530.60 17,989.90 31% 

713 MIRAMAX SCARY MOVIE 3 23,468.00 0 NA 

714 NATIONAL MONEY SERVICE CONSUMER SVC 23,466.10 0 NA 

715 SURE FIT SLIPCOVERS/MAIL HH DR 23,391.70 17,293.30 35% 

716 BUENA VISTA SHANGHAI KNIGHTS MOVIE 23,389.90 0 NA 

717 CHEVROLET DLR ASSN VAR TRUCKS 23,388.60 40,604.60 -42% 

718 JOHNSON & JOHNSON CP 23,370.10 25,148.40 -7% 

719 NEW YORK LIFE INS CO CP 23,362.10 16,375.80 43% 

720 SLEEPYS MATTRESS STORE 23,327.00 19,211.40 21% 

721 RICHS-MACYS DEPT MISC 23,226.20 0 NA 

722 PARAMOUNT VAR VIDEOS 23,171.00 21,280.20 9% 

723 NISSAN DLR ASSN VAR AUTO&TRK 23,167.70 84,174.40 -72% 

724 CORONA EXTRA BEER 23,134.60 19,523.90 18% 

725 SAMUEL ADAMS BOSTON LAGER 23,128.70 4,809.00 381% 

726 CITIBANK MASTERCARD & VISA 23,089.70 0.1 23M% 

727 PACIFIC LIFE INSURANCE & FIN SVC 23,075.50 9,430.50 145% 

728 GENERAL MILLS BERRY BURST CHEERIOS 23,068.20 0 NA 

729 MATTRESS FIRM STORE 23,042.60 22,372.20 3% 

730 NAUTILUS HOUSEHOLD DR 23,024.40 27,474.30 -16% 

731 LONG JOHN SILVERS REST 23,016.40 24,989.20 -8% 

732 ADVANCE AUTO PARTS STORE 22,967.50 7,549.30 204% 

733 MACYS DEPT APPAREL WOMEN 22,967.20 30,709.20 -25% 

734 AMC THEATRES 22,938.10 20,528.30 12% 

735 BUICK DLR ASSN VAR AUTO&TRK 22,910.90 23,575.70 -3% 

736 DIET DR PEPPER SOFT DRINK 22,906.30 21,697.10 6% 

737 TERMINIX PEST CONTROL 22,884.20 22,664.10 1% 

738 POL-GOVERNOR 22,881.10 289,790.60 -92% 

739 NIKON COOLPIX DIGITAL CAMERA 22,879.50 18,129.20 26% 

740 US NAVY 22,865.10 20,520.30 11% 

741 LORD & TAYLOR SALES ANNOUNCEMENT 22,796.30 27,625.40 -17% 

742 TOYOTA TRUCKS TACOMA 22,786.80 19,238.80 18% 

743 FEBREZE ALLERGEN REDUCER FAB RFRSHR 22,739.90 0 NA 

744 NISSAN TRUCKS TITAN 22,731.80 0 NA 

745 JC PENNEY DEPT MULTI-PDTS 22,702.30 18,371.60 24% 

746 HONDA MOTOR CO LTD CP 22,699.80 19,564.10 16% 

747 DANBURY MINT COLLECTIBLES DR 22,685.40 15,790.10 44% 

748 PROGRESSO SOUP 22,644.20 41,558.00 -46% 

749 DELL DIMENSION COMPUTER PDTS DR 22,559.40 37,263.00 -39% 

750 WARNER BROS ALEX & EMMA MOVIE 22,554.60 0 NA 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

751 DILLARDS DEPT APPAREL MEN 22,553.10 26,656.00 -15% 

752 BUENA VISTA RECRUIT MOVIE 22,538.80 906.20 2387% 

753 TYLENOL ARTHRITIS EXTND RLF PN CPLTS 22,536.60 15,112.00 49% 

754 HOTWIRE TRAVEL SERVICES ONLINE 22,492.90 20,881.60 8% 

755 AMTRAK RAILROAD 22,475.80 17,640.10 27% 

756 CROWN ROYAL CANADIAN WHISKEY 22,454.70 22,552.90 0% 

757 BUENA VISTA UNDER/TUSCAN SUN MOVIE 22,426.40 0 NA 

758 PNC BANK CONSUMER SERVICES 22,389.80 16,592.30 35% 

759 RENT-A-CENTER 22,380.50 22,799.90 -2% 

760 APPLE POWER MAC G5 COMPUTER 22,375.00 0 NA 

761 SAFE AUTO INS AGENCY 22,364.90 17,351.60 29% 

762 LAZARUS DEPT SALES ANNOUNCEMENT 22,350.30 31,155.30 -28% 

763 TARGET DISC APPAREL WOMEN 22,328.00 14,085.10 59% 

764 SUDAFED DECONGESTANT TABLETS 22,324.30 25,880.70 -14% 

765 ABBOTT LAB RHEUMATOID ARTHRITIS 22,252.40 0 NA 

766 ARIMIDEX BREAST CANCER RX 22,167.70 1,185.50 1770% 

767 JOHN DEERE TRACTOR 22,162.10 29,157.10 -24% 

768 DREAMWORKS SINBAD LEGEND/SEVEN SEAS 22,137.20 0 NA 

769 MICHAELS ARTS&CRAFTS STR 22,109.50 21,940.70 1% 

770 RALPHS FOOD STORE 22,107.30 21,127.90 5% 

771 BENADRYL ALLERGY CAPLETS 22,104.90 6,396.00 246% 

772 CLAIROL HERBAL ESSENCES SHAMP & COND 22,085.90 1,311.60 1584% 

773 SONY ONCE UPON/TIME/MEXICO MV 22,076.80 0 NA 

774 COORS BEER 22,068.40 35,218.40 -37% 

775 MICHELIN TRUCK TIRES 22,045.30 3,113.10 608% 

776 REVLON HIGH DIMENSION HAIR COLOR 22,030.60 16,252.90 36% 

777 MINI AUTOS COOPER 22,015.20 12,825.00 72% 

778 VOLKSWAGEN AUTOS PASSAT LEASING 21,992.00 92.30 23727% 

779 HAMPTON INN HOTELS 21,973.50 24,105.10 -9% 

780 REMICADE RHEUMATOID ARTHRITIS RX 21,957.20 2,935.80 648% 

781 BMW DLR ASSN VAR AUTOS 21,943.00 35,063.90 -37% 

782 HEAD & SHOULDERS DANDRUFF SHAMPOO 21,905.40 17,267.60 27% 

783 HARDEES RESTAURANT 21,889.60 28,042.20 -22% 

784 PONTIAC AUTO&TRK DIV CP 21,883.80 21,599.70 1% 

785 CLAIROL HRBL ESNC HGHLTS HAIR COLOR 21,871.10 0 NA 

786 QUAKER INSTANT OATMEAL 21,867.80 24,020.00 -9% 

787 CANCER TREATMENT CENTERS 21,861.50 15,250.00 43% 

788 SPLENDA SWEETENER 21,829.10 12,323.70 77% 

789 DAVIDS BRIDAL STORE WOMEN 21,763.60 17,020.00 28% 

790 PEDIASURE NUTRITIONAL SUPPLEMENT 21,755.10 21,440.20 1% 

791 ST JOSEPH ASPIRIN PAIN TABLETS 21,657.60 20,288.30 7% 

792 GIRLS GONE WILD VAR VIDEOS DR 21,650.00 14,790.00 46% 

793 TOSTITOS GOLD TORTILLA CHIPS 21,638.70 3.00 721K% 

794 OMEPRAZOLE ACID REFLUX RX 21,625.20 0 NA 

795 MERCEDES BENZ DLR ASSN VAR AUTOS 21,616.60 17,221.50 26% 

796 PARAMOUNT FIGHTING TEMPTATIONS MV 21,567.30 0 NA 

797 CREST WHITENING PLUS SCP TOOTHPASTE 21,532.80 23,860.90 -10% 

798 DOCKERS PANTS MEN 21,500.20 33,346.60 -36% 

799 TIRE RACK AUTOMOTIVE DR 21,465.80 21,436.50 0% 

800 SONY IDENTITY MOVIE 21,434.70 0 NA 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

801 MGM/UA AGENT CODY BANKS MOVIE 21,373.00 0 NA 

802 NATIONAL ASSN/REALTORS 21,366.70 21,987.30 -3% 

803 KENMORE REFRIGERATOR 21,365.90 7,951.00 169% 

804 MAYBELLINE FOREVER LIP COLOR 21,300.50 0 NA 

805 T ROWE PRICE FUNDS 21,278.40 7,899.10 169% 

806 GERBER BABY FOOD 21,276.20 10,197.90 109% 

807 NEWCIG.COM CIGARETTES ONLINE 21,262.80 0 NA 

808 THOMASVILLE HM FURN STR 21,229.10 15,838.70 34% 

809 GMC TRUCKS YUKON DENALI 21,218.90 29,983.80 -29% 

810 CLAIROL HYDRIENCE CREAM HAIR COLOR 21,204.20 15,081.80 41% 

811 KIA AUTO&TRK VAR 21,165.20 16,598.90 28% 

812 PHILIP MORRIS USA PUBLIC SERVICE 21,155.30 15,975.70 32% 

813 VOLKSWAGEN AUTOS PASSAT 21,143.00 54,240.20 -61% 

814 WARNER BROS WHAT A GIRL WANTS 21,114.20 0 NA 

815 COMPUTER ASSOC CO 21,091.90 197.80 10563% 

816 METAMUCIL LAXATIVE CAPSULES 21,068.40 599.30 3416% 

817 KLEENEX FACIAL TISSUE 21,060.10 15,835.40 33% 

818 STACKER 2 WEIGHT LOSS CAPSULE 21,056.80 23,256.10 -9% 

819 MICROSOFT WINDOWS XP TBLT PC EDTN 21,031.70 0 NA 

820 CRACKER BARREL OLD CNTRY 21,014.20 20,427.40 3% 

821 SUZUKI VEHICLES GRAND VITARA 21,012.40 3,398.50 518% 

822 REESES PEANUT BUTTER CUPS 20,997.10 16,358.00 28% 

823 LUNCHABLES FUN FUEL LUNCH COMBOS 20,995.00 0 NA 

824 ULTIMATE ELECTRONICS STR 20,978.80 8,551.30 145% 

825 BUENA VISTA OPEN RANGE MOVIE 20,970.90 0 NA 

826 MASTERCARD BUSINESSCARD CREDIT CARD 20,939.00 10,600.00 98% 

827 POPABLES CANDY 20,924.90 0 NA 

828 MERCURY AUTOS GRAND MARQUIS 20,923.20 18,156.00 15% 

829 AQUAFRESH EXTREME CLEAN TOOTHPASTE 20,894.10 0 NA 

830 LAZARUS-MACYS DEPT SALES ANNC 20,892.60 0 NA 

831 SAAB AUTOS 9-3 20,872.40 16,708.50 25% 

832 AVEENO POSITIVELY RDNT DLY FCL MSTRZ 20,806.70 23,507.30 -11% 

833 DISCOUNT TIRE CO INC 20,762.90 22,701.40 -9% 

834 GO RVING 20,745.90 14,784.60 40% 

835 ABSOLUT VODKA 20,734.30 22,412.10 -7% 

836 CREST WHITENING EXPRSNS TOOTHPASTE 20,701.90 0 NA 

837 UNIVERSAL AMERICAN WEDDING MOVIE 20,700.00 0 NA 

838 SEARS DEPT MULTI-PDTS 20,696.10 44,619.80 -54% 

839 NEW LINE SECONDHAND LIONS MOVIE 20,680.70 0 NA 

840 BRISTOL-MYERS SQUIBB CO CP 20,582.80 747.70 2653% 

841 CLEAR CHANNEL RADIO STNS 20,581.10 13,805.80 49% 

842 AMERICAN LEGACY FNDTN 20,556.50 23,314.90 -12% 

843 QUEST LIGHT CIGARETTES 20,554.40 0 NA 

844 JEWELRY EXCHANGE 20,553.10 18,174.30 13% 

845 SEARS DEPT APPAREL FAMILY 20,483.80 20,186.50 1% 

846 GLADE 3 IN 1 SCENTED CANDLES 20,483.20 0 NA 

847 PULL-UPS DISPOSABLE PANTS 20,481.30 17,218.70 19% 

848 WARNER BROS KANGAROO JACK MOVIE 20,476.10 4,915.00 317% 

849 BENJAMIN MOORE PAINT 20,448.20 19,822.90 3% 

850 MONSTER.COM EMP SVC ONLINE 20,360.70 29,503.10 -31% 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

851 SMIRNOFF ICE TRIPLE BLCK MALT LIQUOR 20,353.40 0 NA 

852 PLAYTEX GENTLE GLIDE TAMPONS 20,348.10 15,535.30 31% 

853 PHILIPMORRISUSA.COM ONLINE 20,345.70 0 NA 

854 V8 RTS VEGETABLE JUICE 20,336.30 10,631.40 91% 

855 KRAFT SALAD DRESSING 20,324.00 15,295.80 33% 

856 GENERAL NUTRITION CENTER 20,311.80 16,935.00 20% 

857 MORTGAGE MARKET INFO SVC 20,305.60 16,760.00 21% 

858 AMERICAN EXPRESS FIN ADV CON SVC 20,280.90 37,273.90 -46% 

859 SCOTTS TURF BUILDER FERTILIZER 20,278.00 14,842.10 37% 

860 MIRAMAX VAR MOVIES 20,255.50 11,432.00 77% 

861 MIRAMAX COLD MTN MOVIE 20,235.20 0 NA 

862 MIRAMAX SPY KIDS 3D GAME OVER 20,208.80 0 NA 

863 SUBARU AUTOS WRX 20,196.60 0 NA 

864 PREGO SPAGHETTI SAUCE 20,187.90 9,957.40 103% 

865 POPEYES FRIED CHCKN REST 20,172.70 22,299.40 -10% 

866 MOTRIN IB PAIN RELIEVER GELCAPS 20,160.50 18,296.20 10% 

867 FEDEX DOM & INTL 20,142.80 11,553.20 74% 

868 CAMBRIDGE CREDIT CONS CONSUMER SVC 20,124.70 7,387.90 172% 

869 SWIFFER WET DUST CLOTH 20,113.10 7,346.00 174% 

870 RAGU RICH & MEATY PASTA SAUCE 20,090.30 12,137.10 66% 

871 TAMPAX COMPAK TAMPONS 20,059.70 632.10 3074% 

872 TIDE LIQ LAUNDRY DET/BL ALTRN 20,041.10 12.40 161K% 

873 AMERICAN FURN WAREHOUSE 19,972.70 17,945.50 11% 

974 SHOWTIME CABLE TV 19,934.40 27,563.60 -28% 

875 SPRITE SOFT DRINK 19,928.60 42,508.10 -53% 

876 YELLOW BOOK YELLOW PAGES 19,926.70 9,618.80 107% 

877 WARNER BROS DREAMCATCHER MOVIE 19,923.20 0 NA 

878 KELLOGGS TONYS CINNAMON KRUNCHERS 19,911.40 0 NA 

879 BUDGET CAR&TRUCK RENTAL 19,905.90 9,000.80 121% 

880 SALEM MENTHOL CIGARETTES 19,887.70 0 NA 

881 WARNER BROS MALIBUS MOST WANTED MV 19,885.60 0 NA 

882 UNIVERSAL LIFE OF DAVID GALE MOVIE 19,851.60 0 NA 

883 PARAMOUNT DICKIE ROBERTS/CHILD STR 19,843.50 0 NA 

884 BELLSOUTH BUSINESS & RESIDENTIAL 19,842.20 12,671.50 57% 

885 ZANTAC 75 HEARTBURN CONTROL TAB 19,819.20 23,893.90 -17% 

886 SWIFFER DUSTER DUSTER 19,802.60 0 NA 

887 DODGE TRUCKS CARAVAN & RAM PICKUP 19,781.50 0 NA 

888 USA CABLE TV NETWORK 19,727.50 18,475.20 7% 

889 ULTRA SLIM FAST RTS DRINK & BARS 19,675.20 17,900.70 10% 

890 LENOX COLLECTIONS COLLECTIBLES DR 19,631.40 25,661.60 -23% 

891 HARRAHS CASINO HOTELS 19,626.10 18,029.10 9% 

892 RHODES FURNITURE STORE 19,619.60 16,763.40 17% 

893 SONY NATIONAL SECURITY MOVIE 19,587.00 4,719.40 315% 

894 ASHTON-DRAKE GALLERIES CLCTBLS DR 19,556.20 11,592.40 69% 

895 STATE FARM INSURANCE CP 19,524.90 26,271.90 -26% 

896 NORWEGIAN CRUISES 19,480.50 16,458.10 18% 

897 TYLENOL PM PAIN GELTABS 19,455.20 15,249.20 28% 

898 HALLS FRUIT BREEZERS THROAT DROPS 19,421.40 10,447.40 86% 

899 COLDWELL BANKER RE 19,419.00 18,536.80 5% 

900 KMART DISC SALES ANNOUNCEMENT 19,417.00 25,734.90 -25% 


BRAND INDEX 

HONDA TRUCKS ELEMENT 458 

HONDA TRUCKS ODYSSEY 1245 

HONDA TRUCKS PILOT 409 

HOOKED ON PHONICS MISC DR 682 

HOOVER FLOOR MATE FLOOR CLEANING SYS 960 

HOOVER VAR VACUUM CLEANERS 1734 

HOT POCKETS FROZEN ENTREES 1862 

HOTELS.COM ONLINE 261 

HOTWIRE TRAVEL SERVICES ONLINE 754 

HOVEROUND DRUGS/TOILETRIES DR 1480 

HP CAMERA&CMPTR CMPNTS&ACS 543 

HP DIGITAL CAMERA & PRINTER 922 

HP PHOTOSMART DIGITAL CAMERA&PRINTER 1825 

HP PRINTER ACCESSORIES 1701 

HP PRINTERS 634 

HP VAR COMPUTERS 312 

HUGGIES SUPREME DISPOSABLE DIAPERS 1094 

HUGGIES ULTRATRIM DISPOSABLE DIAPERS 693 

HUMMER LOC DLR 1763 

HUMMER VEHICLES H2 131 

HYDROXYCUT SUPPLEMENT 510 

HYUNDAI AUTOS ACCENT 1239 

HYUNDAI AUTOS ELANTRA 358 

HYUNDAI AUTOS SONATA 152 

HYUNDAI AUTOS TIBURON 1312 

HYUNDAI DLR ASSN SONATA 1874 

HYUNDAI DLR ASSN VAR AUTO&TRK 905 

HYUNDAI DLR ASSN VAR AUTOS 233 

HYUNDAI TRUCKS SANTA FE 198 

IAMS DRY CAT FOOD 1397 

IAMS DRY DOG FOOD 562 

IAMS WEIGHT CONTROL CANNED&DRY CAT 1754 

IBM BUSINESS CONS SVC 1274 

IBM BUSINESS SERVICES 917 

IBM E-BUS/DEMAND SVC 192 

IBM E-BUSINESS SERVICES 122 

IBM ESERVER XSERIES SERVER 519 

IBM THINKPAD PORTABLE COMPUTER 449 

IBM WEBSPHERE SOFTWARE 1268 

ICE BREAKERS GUM 1880 

ICE BREAKERS UNLEASHED SUGARFREE GUM 1805 

IDT LONG DISTANCE RESIDENTIAL 1068 

IGIA DIRECT INC DRUGS/TOILETRIES DR 1648 

IKEA FURN&FRNSHNGS STR 334 

IMITREX MIGRAINE RX 157 

IMODIUM AD ANTI-DIARRHEAL CAPLETS 677 

INDIANA JONES COLLECTION VIDEOS 1286 

INFINITI AUTO&TRK FX & G35 1552 

INFINITI AUTOS G35 275 

INFINITI AUTOS M45 1196 

INFINITI DLR ASSN VAR AUTO&TRK 565 

INFINITI TRUCKS FX 493 

INFINITI TRUCKS FX45 224 

INFONE DIR ASST 505 

INFOTRAK NATL DATA SVC 1635 

INFUSIUM 23 HAIR TREATMENT 1334 

ING DIRECT BANK CONSUMER SERVICES 1344 

ING FINANCIAL CONSUMER SERVICES 1751 

INJURY HELPLINE 1789 

INTEL CENTRINO COMPUTER COMPONENTS 125 

INTEL COMPUTER COMPONENTS 1115 

INTL HOUSE OF PANCAKES 438 

INVENTION SBMSNS CORP 1230 

INVISALIGN DENTAL ALIGNERS 1065 

ITT TECHNICAL INSTITUTE 195 

J&R MUSIC/WRLD ELECT STR 1677 

JACK DANIELS WHISKEY 950 

JACK IN THE BOX REST 181 

JACKSON HEWITT TAX&FIN CON SVC 1545 

JAGUAR AUTOS S-TYPE 1819 

JAGUAR AUTOS VAR 1322 

JAGUAR AUTOS X-TYPE LEASING 1033 

JAGUAR AUTOS XJ 906 

JAMAICA TP 1693 

JAMES SOKOLOVE&AFLT ATTY 539 

JC PENNEY DEPT APPAREL WOMEN 1078 

JC PENNEY DEPT HOUSEHOLD 1795 

JC PENNEY DEPT MISC 57 

JC PENNEY DEPT MULTI-PDTS 745 

JC PENNEY DEPT SALES ANNOUNCEMENT 32 

JEEP DLR ASSN VAR VEHICLES 259 

JEEP VEHICLES GRAND CHEROKEE 96 

JEEP VEHICLES LIBERTY 247 

JEEP VEHICLES VAR 82 

JEEP VEHICLES WRANGLER 359 

JELD-WEN DOORS & WINDOWS 1602 

JENN-AIR MAJOR APPLIANCES 1765 

JENNIFER CONVERTIBLES ST 1615 

JENNY CRAIG WEIGHT LOSS 551 

JERGENS SOFT SHIMMER LOTION 1815 

JERGENS ULTRA HEALING LOTION 1808 

JETBLUE AIRWAYS DOM 1101 

JEWEL FOOD STORE 1152 

JEWELRY EXCHANGE 844 

JEWELRY FACTORY 1668 

JIF PEANUT BUTTER 1070 

JIFFY LUBE AUTO CENTER 1069 

JOES CRAB SHACK REST 1328 

JOHN DEERE TRACTOR 767 

JOHN FRIEDA FRIZZ EASE HAIR SERUM 1987


JOHNSON & JOHNSON CP 718 

JOHNSONS SOFTWASH BABY WASH 1130 

JOHNSONVILLE SAUSAGE 1351 

JOSE CUERVO ESPECIAL TEQUILA 1603 

JUNO INTERNET SERVICES 1410 

JUST FOR MEN HAIR COLOR 977 

K-SWISS SNEAKERS MEN & WOMEN 1296 

K9 ADVANTIX DOG REMEDIES 930 

KANES FURNITURE STORE 1969 

KAUFMANNS DEPT SALES ANNOUNCEMENT 555 

KAY JEWELRY STORE 210 

KB HOME BUILDER 1356 

KC MASTERPIECE BBQ SAUCE 1806 

KEEBLER WHEATABLES SNACK CRCKRS 1846 

KELLOGGS FROSTED MINI WHEATS CRL 592 

KELLOGGS FRUIT HARVEST CEREAL 489 

KELLOGGS KRAVE NUTRITIONAL BAR 1766 

KELLOGGS NUTRI-GRAIN CEREAL BARS 1661 

KELLOGGS RAISIN BRAN CRUNCH CRL 920 

KELLOGGS RICE KRISPIES CEREAL 1804 

KELLOGGS SPECIAL K RED BERRIES 1539 

KELLOGGS SPECIAL K&SPCL K RD BR 1759 

KELLOGGS TONYS CINNAMON KRUNCHERS 878 

KELLOGGS VAR CEREAL 1823 

KELLOGGS VAR DISNEY CEREALS 1744 

KENMORE REFRIGERATOR 803 

KENNY ROSS AUTO ENTRPRS 1269 

KEY BANK CONSUMER SERVICES 712 

KFC RESTAURANT 18 

KIA AUTO&TRK VAR 811 

KIA AUTOS OPTIMA 305 

KIA AUTOS RIO 1903 

KIA AUTOS SPECTRA 400 

KIA DLR ASSN SPECTRA 1156 

KIA DLR ASSN VAR AUTO&TRK 1010 

KIA TRUCKS SEDONA 268 

KIA TRUCKS SORENTO 164 

KINSELLA MISC FIN 1594 

KIT KAT CANDY BAR 1201 

KLEENEX FACIAL TISSUE 817 

KLEENEX ULTRA FACIAL TISSUE 1544 

KMART DISC APPAREL MEN & WOMEN 1321 

KMART DISC HOUSEHOLD 1632 

KMART DISC MISC 116 

KMART DISC MULTI-PDTS 416 

KMART DISC SALES ANNOUNCEMENT 900 

KODAK CONVENTIONAL FILM 1232 

KODAK EASYSHARE CAMERA & DOCK 434 

KODAK FILM PROCESSING 453 

KODAK PICTURE MAKER FILM PROCESSING 1966 

KODAK PLUS DIGITAL DISPOSABLE CMR 368 

KOHLS DEPT APPAREL WOMEN 1691 

KOHLS DEPT MISC 110 

KOHLS DEPT MULTI-PDTS 342 

KOHLS DEPT SALES ANNOUNCEMENT 52 

KOOL-AID JAMMERS RTS FRUIT DRINK 1855 

KRAFT EASY MAC MACARONI&CHEESE DNR 1470 

KRAFT FRESHPREP REFRIG MEAL KIT 1566 

KRAFT MACARONI & CHEESE DINNER 939 

KRAFT SALAD DRESSING 855 

KRAFT SINGLES CHEESE SLICES 959 

KRAFT VAR FOOD PDTS 1997 

KRAGEN AUTO WORKS STORE 1215 

KROGER FOOD STORES 252 

LA WEIGHT LOSS CENTER 506 

LA-Z-BOY FURN GALLERIES 325 

LA-Z-BOY FURNITURE 1345 

LABATT BEER 1137 

LACTAID MILK 1945 

LAMISIL AT ATHLETES FOOT CREAM 553 

LAMISIL TOENAIL FUNGUS RX 376 

LAND ROVER DLR ASSN DSCVRY&RNG RVR 1623 

LAND ROVER VEHICLES DISCOVERY LSG 1610 

LAND ROVER VEHICLES RANGE ROVER 530 

LAS VEGAS NV TP 388 

LASALLE BANK CONSUMER SERVICES 1307 

LAYS STAX POTATO CRISPS 1393 

LAZARUS DEPT SALES ANNOUNCEMENT 762 

LAZARUS-MACYS DEPT SALES ANNC 830 

LEAN CUISINE CAFE CLSC FRZN ENTRS 1240 

LEAN CUISINE FROZEN PIZZA 1313 

LEAPFROG LEAPPAD LEARNING PRGRMS 1934 

LENDINGTREE.COM CONSUMER SERVICES 1272 

LENDINGTREE.COM ONLINE 491 

LENOX COLLECTIONS COLLECTIBLES DR 890 

LENSCRAFTERS OPTICAL 464 

LEPTOPRIN DRUGS/TOILETRIES DR 1023 

LEVEL 3 COMM INC CP 1127 

LEVER 2000 MOISTURE RSPN MSTRZNG BR 1699 

LEVIS JEANS MEN 1261 

LEVIS JEANS MEN & WOMEN 1009 

LEVITRA ERECTILE DYSFUNCTION RX 293 

LEVITZ FURNITURE STORE 341 

LEXUS AUTO&TRK VAR 492 

LEXUS AUTOS ES 353 

LEXUS AUTOS LS 339 

LEXUS DLR ASSN ES 1289 

LEXUS DLR ASSN VAR AUTO&TRK 277 

LEXUS LOC DLR 432 

LEXUS TRUCKS GX 487 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

901 MONISTAT 1 COMBINATION PCK CRM&SPS 19,412.30 23,098.10 -16% 

902 PETCO ANIMAL SUPPLIES 19,405.70 18,379.00 6% 

903 AIG INSURANCE & FIN SVC 19,403.50 22,202.50 -13% 

904 REGAL ENTER GROUP 19,391.40 8,805.90 120% 

905 HYUNDAI DLR ASSN VAR AUTO&TRK 19,357.70 21,888.20 -12% 

906 JAGUAR AUTOS XJ 19,354.10 269.10 7092% 

907 TARGET DISC HOUSEHOLD 19,350.30 16,215.00 19% 

908 LION KING VIDEO 19,348.20 497.20 3791% 

909 AMERICAN DAIRY ASSN CHEESE 19,330.80 34,693.80 -44% 

910 DODGE TRUCKS VAR 19,329.90 6,943.50 178% 

911 ASHLEY FURN HOME STR 19,314.30 8,608.20 124% 

912 AVIS RENT-A-CAR 19,257.90 27,319.60 -30% 

913 FINISHING TOUCH DRUGS/TOILETRIES DR 19,252.00 0 NA 

914 ALKA-SELTZER PLUS COLD TABLETS 19,234.20 13,278.40 45% 

915 MED 4 HOME DRUGS/TOILETRIES DR 19,229.20 15,236.70 26% 

916 BUSHS BAKED BEANS 19,226.90 19,519.20 -1% 

917 IBM BUSINESS SERVICES 19,203.90 4,420.40 334% 

918 UNITED AIRLINES INTL 19,169.70 8,851.70 117% 

919 WARNER BROS GOTHIKA MOVIE 19,168.20 0 NA 

920 KELLOGGS RAISIN BRAN CRUNCH CRL 19,161.60 0 NA 

921 SONY BIG FISH MOVIE 19,151.60 0 NA 

922 HP DIGITAL CAMERA & PRINTER 19,141.80 12,483.70 53% 

923 USPS PRIORITY MAIL DOM 19,117.10 5,426.90 252% 

924 20TH CENTURY FOX PHONE BOOTH MOVIE 19,114.60 113.9 16682% 

925 CLAIROL HRBL ESNC FRT FS SHAMP&COND 19,098.80 0 NA 

926 STANLEY STEEMER CRPT CLN 19,063.10 17,757.00 7% 

927 CHEX MIX SNACK MIX 19,040.30 5,901.00 223% 

928 MICROSOFT OFFICE SOFTWARE 19,023.90 629.30 2923% 

929 DILLARDS DEPT HOUSEHOLD 19,018.80 17,899.20 6% 

930 K9 ADVANTIX DOG REMEDIES 19,007.60 0 NA 

931 WARNER BROS CRADLE 2 THE GRAVE MOVIE 18,990.10 0 NA 

932 SEAMANS FURNITURE STORE 18,960.00 18,740.50 1% 

933 MR CLEAN MAGIC ERASER CLEANING PADS 18,959.20 0 NA 

934 COVER GIRL MULTIPLYING MASCARA 18,946.40 0 NA 

935 SUBARU AUTOS OUTBACK WAGON 18,930.70 24,184.70 -22% 

936 COLGATE TOTAL ADVNCD FRS TOOTHPASTE 18,910.90 0 NA 

937 RITE AID PHARMACY 18,899.90 21,366.90 -12% 

938 NEW LINE LORD/RINGS/TWO TOWERS MV 18,890.60 33,526.70 -44% 

939 KRAFT MACARONI & CHEESE DINNER 18,852.10 17,993.40 5% 

940 YOPLAIT NOURICHE DRINKABLE YOGURT 18,849.60 4,667.60 304% 

941 UNIVERSAL HONEY MOVIE 18,823.90 0 NA 

942 PCDI PROF CAREER DV INST 18,808.30 34,565.50 -46% 

943 CHARMIN ULTRA BATHROOM TISSUE 18,797.50 23,804.50 -21% 

944 GENERAL MOTORS CORP PRE-OWND AUT&TRK 18,774.00 6,505.40 189% 

945 DASANI BOTTLED WATER 18,691.10 20,574.30 -9% 

946 FEBREZE FABRIC REFRESHER 18,684.30 25,894.80 -28% 

947 DERAMAXX DOG RX 18,681.00 0 NA 

948 COLGATE SIMPLY WHITE WHITENING GEL 18,673.50 13,657.10 37% 

949 CLAIROL HERBAL ESSENCES HAIR COLOR 18,658.80 28,743.30 -35% 

950 JACK DANIELS WHISKEY 18,654.40 19,250.80 -3% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

951 CLOROX LIQ BLEACH 18,650.80 6,299.40 196% 

952 PRINCESS CRUISES 18,638.20 18,924.30 -2% 

953 SAMSUNG DIGITAL PHONES 18,636.30 22,026.60 -15% 

954 SPRINT PCS WIRELESS WEB WIRELESS SVC 18,611.80 70,584.10 -74% 

955 GLAD PRESS N SEAL WRAP 18,598.80 0 NA 

956 SLIM FAST MEAL BARS 18,569.10 11,051.10 68% 

957 LINCOLN MERC AUTO&TRK VAR 18,561.40 3,905.40 375% 

958 TD WATERHOUSE BROKERS CONSUMER SVC 18,558.70 44,319.50 -58% 

959 KRAFT SINGLES CHEESE SLICES 18,547.60 18,652.40 -1% 

960 HOOVER FLOOR MATE FLOOR CLEANING SYS 18,514.00 13,647.40 36% 

961 LINENS N THINGS STORE 18,505.30 4,681.70 295% 

962 SONY UNDERWORLD MOVIE 18,490.00 0 NA 

963 GMC DLR ASSN VAR TRUCKS 18,374.60 21,005.30 -13% 

964 NESCAFE FROTHE COFFEE DRINKS 18,309.80 8,473.70 116% 

965 QUAKER LIFE CEREAL 18,305.30 14,425.60 27% 

966 BACARDI SILVER MALT LIQUOR 18,286.10 30,719.90 -40% 

967 PIRATES OF THE CARIBBEAN VIDEO 18,272.40 0 NA 

968 NINTENDO GAMECUBE GAME SYSTEM 18,224.20 330.50 5414% 

969 PALL MALL VAR CIGARETTES 18,224.10 28,749.30 -37% 

970 HANES HER WAY BODY CRTNS BRAS&PNTS W 18,168.80 0 NA 

971 SUNNY DELIGHT RTS FRUIT DRINK 18,160.00 7,187.70 153% 

972 NABISCO WHEAT THINS 18,155.00 12,497.80 45% 

973 BURLINGTON COAT FACTORY FAMILY 18,154.60 19,743.00 -8% 

974 WARNER BROS GODS & GENERALS MOVIE 18,150.40 0 NA 

975 MGM/UA GOOD BOY MOVIE 18,135.00 0 NA 

976 OLAY COMPLETE UV/MOISTURE LOTION 18,105.20 11,163.40 62% 

977 JUST FOR MEN HAIR COLOR 18,105.10 17,930.60 1% 

978 XEROX PRINTERS 18,102.80 26,159.90 -31% 

979 TOYOTA AUTOS MATRIX 18,088.70 47,284.60 -62% 

980 PRUDENTIAL CA REALTY 18,076.30 11,273.50 60% 

981 CLAIROL NAT INSTINCTS HAIR COLOR 18,055.20 12,514.00 44% 

982 BANK ONE MASTERCARD & VISA 18,024.80 7,930.60 127% 

983 BELLSOUTH FASTACCESS INTERNET SVC 17,992.10 18,371.50 -2% 

984 WINDEX MULTI-SURFACE SPRAY CLEANER 17,990.30 5,201.80 246% 

985 MITSUBISHI AUTO&TRK VAR 17,987.10 54,512.00 -67% 

986 GAP CLOTHING STORE MEN 17,970.80 18,044.60 0% 

987 QUILTED NORTHERN BATHROOM TISSUE 17,968.90 19,376.80 -7% 

988 OLYMPUS STYLUS DIGITAL CAMERA 17,954.00 0 NA 

989 GARNIER FRUCTIS FORTIFYING COND 17,935.80 13.20 135K% 

990 NEW LINE TEXAS CHAINSAW MASSACRE 17,901.50 0 NA 

991 VALVOLINE MAX LIFE MOTOR OIL 17,894.90 15,925.80 12% 

992 SECRET SKIN RENEWAL STICK DEOD 17,891.60 0 NA 

993 TIAA-CREF CONSUMER SERVICES 17,830.90 18,247.80 -2% 

994 WARNER BROS A MIGHTY WIND MOVIE 17,821.00 0 NA 

995 SATURN AUTOS LS 17,811.70 22,832.80 -22% 

996 MR CLEAN ULTIMATE ORANGE LIQ CLEANER 17,790.90 0 NA 

997 OLAY COMPLETE BODY WASH 17,787.00 17,155.00 4% 

998 FOCUS PIANIST MOVIE 17,747.80 1,562.10 1036% 

999 YOPLAIT WHIPS YOGURT 17,731.00 15,521.40 14% 

1000 US CELLULAR WIRELESS SERVICE 17,730.40 3,944.60 349% 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1001 MACYS DEPT HOUSEHOLD 17,717.30 19,981.10 -11% 

1002 AIRTRAN AIRWAYS DOM 17,682.40 15,301.70 16% 

1003 AVENTIS SA DVT 17,652.80 0 NA 

1004 REVLON COLORSTAY OVRTM LIP COLOR 17,652.70 0 NA 

1005 PANTENE PRO-V DEEP FORTIFYING TRTMNT 17,630.00 4,934.10 257% 

1006 TYLENOL EXTRA STR PAIN CAPLETS 17,597.30 7,122.00 147% 

1007 TWIX COOKIE BAR 17,574.70 19,960.30 -12% 

1008 VISINE TEARS EYE DROPS 17,571.90 15,302.00 15% 

1009 LEVIS JEANS MEN & WOMEN 17,568.80 58.70 29830% 

1010 KIA DLR ASSN VAR AUTO&TRK 17,561.00 8,130.70 116% 

1011 DUPONT STAINMASTER CARPETS 17,557.20 17,279.40 2% 

1012 TOYOTA DLR ASSN TACOMA & TUNDRA 17,530.10 11,471.10 53% 

1013 LONGS DRUG STORE 17,522.10 16,946.80 3% 

1014 PEOPLEPC INTERNET SERVICES 17,519.90 65.70 26567% 

1015 ENSURE NUTRITIONAL SUPPLEMENT 17,510.80 13,436.90 30% 

1016 LINCOLN AUTOS TOWN CAR 17,507.20 20,044.80 -13% 

1017 SHERATON HOTELS 17,502.00 19,416.70 -10% 

1018 FRONTLINE PLUS CAT & DOG RX 17,484.40 26,762.60 -35% 

1019 GLADE SCENTED OIL FAN PLUG-INS 17,478.70 0 NA 

1020 GUITAR CENTER 17,462.90 14,460.30 21% 

1021 FOOT LOCKER SHOE STORE MEN 17,459.60 15,217.50 15% 

1022 CLOROX WITH TEFLON BTHRM&TLT BWL CLN 17,424.00 0 NA 

1023 LEPTOPRIN DRUGS/TOILETRIES DR 17,395.60 0 NA 

1024 BOSTON MARKET RESTAURANT 17,392.70 16,747.80 4% 

1025 SUBARU DLR ASSN VAR AUTOS 17,367.00 20,136.60 -14% 

1026 EHARMONY.COM ONLINE 17,342.80 0 NA 

1027 DISNEYLAND RESORT 17,340.00 2,524.80 587% 

1028 PEPSI & LAYS POTATO CHIPS 17,316.20 3.40 509K% 

1029 SATURN TRUCKS VUE 17,288.90 76,594.80 -77% 

1030 BUENA VISTA HOLES MOVIE 17,276.50 0 NA 

1031 DILLARDS DEPT MISC 17,274.60 12,756.80 35% 

1032 VERIZON LONG DISTANCE RESIDENTIAL 17,261.00 32,912.00 -48% 

1033 JAGUAR AUTOS X-TYPE LEASING 17,252.50 20,790.40 -17% 

1034 OLD NAVY CLOTHING STORE MEN 17,250.10 3,861.00 347% 

1035 POL-MAYOR 17,219.30 4,839.60 256% 

1036 ZURICH DIRECT LIFE INSURANCE 17,203.20 14,986.50 15% 

1037 AARP HEALTH CARE OPTION 17,197.60 10,876.00 58% 

1038 ULTRA SLIM FAST RTS DRINK 17,195.20 49,798.20 -65% 

1039 DITECH.COM ONLINE 17,194.50 58,187.50 -70% 

1040 TIME-LIFE VAR VIDEOS DR 17,193.90 14,188.20 21% 

1041 APPLE POWERBOOK PORTABLE COMPUTER 17,186.20 5,727.50 200% 

1042 CRUISES ONLY TRAVEL 17,176.90 15,566.70 10% 

1043 BEST WESTERN HOTELS WORLDWIDE 17,167.60 23,869.20 -28% 

1044 MICHELOB LIGHT BEER 17,155.30 47,596.30 -64% 

1045 CHILDRENS TYLENOL PAIN LIQUID 17,148.20 7,269.80 136% 

1046 GENERAL MILLS MILK & CEREAL BARS 17,125.60 17,022.40 1% 

1047 ROMANOS MACARONI GRILL 17,102.90 10,879.90 57% 

1048 FANNIE MAE CONSUMER SERVICES 17,100.30 9,372.70 82% 

1049 STATE FARM LIFE INSURANCE 17,095.20 26,417.60 -35% 

1050 SYNERGISTIC MARKETING 17,088.40 16,075.90 6% 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1051 TRIDENT WHITE SUGARLESS GUM 17,087.70 31,900.70 -46% 

1052 BRAWNY PAPER TOWELS 17,047.00 18,437.50 -8% 

1053 MACNEIL AUTOMOTIVE PDTS AUTO DR 17,040.40 14,307.10 19% 

1054 TLC CABLE TV 17,029.40 11,985.60 42% 

1055 ORAL-B CROSS ACTION PWR TOOTHBRUSH 17,005.70 0 NA 

1056 ELECTRASOL GELPACK DISHWASHER DET 16,986.10 496.80 3319% 

1057 MERCURY INSURANCE GROUP AUTO INS 16,963.00 11,238.10 51% 

1058 PATANOL ALLERGY RX 16,961.90 15,243.00 11% 

1059 RETIN-A MICRO ACNE RX 16,944.60 12,384.60 37% 

1060 HONDA DLR ASSN VAR AUTO&TRK 16,937.80 17,328.10 -2% 

1061 MIRAMAX KILL BILL MOVIE 16,917.00 0 NA 

1062 UNIVERSAL JOHNNY ENGLISH MOVIE 16,878.90 0 NA 

1063 TRIDENT SUGARLESS GUM 16,860.00 7,577.40 123% 

1064 TOTAL GYM EXERCISE EQUIP DR 16,859.60 5,587.00 202% 

1065 INVISALIGN DENTAL ALIGNERS 16,836.00 6,255.80 169% 

1066 OSHMANS SPRT GDS STR 16,815.40 18,736.40 -10% 

1067 SEA WORLD PARKS 16,798.00 12,785.50 31% 

1068 IDT LONG DISTANCE RESIDENTIAL 16,780.90 28,663.70 -41% 

1069 JIFFY LUBE AUTO CENTER 16,773.20 15,026.40 12% 

1070 JIF PEANUT BUTTER 16,710.90 14,148.40 18% 

1071 AXE DEOD BODY SPRAY 16,699.90 13,391.30 25% 

1072 TJ MAXX CLOTHING STORE WOMEN 16,691.60 13,814.50 21% 

1073 NEW LINE FINAL DESTINATION 2 MV 16,690.80 0 NA 

1074 CHEVROLET DLR ASSN SUBURBAN & TAHOE 16,690.40 4,535.20 268% 

1075 LINCOLN AUTO&TRK VAR 16,681.20 14,256.00 17% 

1076 M&MS PEANUT CANDY 16,644.20 754.40 2106% 

1077 CALIFORNIA STATE LOTTERY 16,641.60 20,682.80 -20% 

1078 JC PENNEY DEPT APPAREL WOMEN 16,639.10 18,658.20 -11% 

1079 HAWTHORNE VILLAGE COLLECTIBLES DR 16,633.40 20,880.10 -20% 

1080 GART SPORTS STORE 16,627.70 15,533.10 7% 

1081 SIEMENS CORP CP 16,615.60 23,416.30 -29% 

1082 CLOROX DISINFECTANT WIPES 16,594.50 27,304.40 -39% 

1083 SONY GIGLI MOVIE 16,593.60 0 NA 

1084 NISSAN AUTOS ALTIMA LEASING 16,590.60 0 NA 

1085 PARAMOUNT BEYOND BORDERS MOVIE 16,579.60 0 NA 

1086 CNN CABLE TV 16,567.50 8,543.80 94% 

1087 CELEBRITY CRUISES 16,541.10 18,127.70 -9% 

1088 GILLETTE SENSOR 3 RAZOR MEN 16,528.30 0 NA 

1089 NABISCO RITZ CRACKERS 16,523.00 14,167.40 17% 

1090 WRIGLEYS JUICY FRUIT GUM 16,519.10 10,480.30 58% 

1091 NAPA AUTO PARTS STORE 16,519.00 9,612.50 72% 

1092 OXICLEAN STAIN REMOVER 16,509.70 18,453.90 -11% 

1093 AQUOS TV 16,497.00 12,394.20 33% 

1094 HUGGIES SUPREME DISPOSABLE DIAPERS 16,478.10 20,193.40 -18% 

1095 PONTIAC DLR ASSN GRAND PRIX 16,477.50 3,151.10 423% 

1096 HOBBY LOBBY CREATIVE CTR 16,477.50 11,724.80 41% 

1097 POST GRAPE NUTS&SHREDDED WHT 16,464.10 0 NA 

1098 SBC PACIFIC BELL TLPHN RESIDENTIAL 16,435.50 6,486.70 153% 

1099 BURDINES DEPT SALES ANNOUNCEMENT 16,417.20 17,069.40 -4% 

1100 SARA LEE BREAD 16,391.90 3,193.90 413% 


BRAND INDEX 

LEXUS TRUCKS RX 330 186 

LEXUS TRUCKS VAR 1290 

LG WASHER & DRYER 1671 

LIBERTY HOME PHARMACY DRUGS/TOIL DR 666 

LIBERTY MEDICAL SUPPLY DRUGS/TOIL DR 183 

LIBERTY MUTUAL AUTO INSURANCE 1262 

LIBERTY MUTUAL BUSINESS INSURANCE 1885 

LIBERTY TRAVEL AGENCY 190 

LIFE ALERT MISC DR 1422 

LIFETIME CABLE TV 1611 

LIFETIME CABLE TV PAID PROMO 1305 

LINCOLN AUTO&TRK VAR 1075 

LINCOLN AUTOS LS 294 

LINCOLN AUTOS TOWN CAR 1016 

LINCOLN MERC AUTO&TRK VAR 957 

LINCOLN MERC AUTOS VAR 625 

LINCOLN MERC DLR ASSN VAR AUTO&TRK 50 

LINCOLN MERC DLR ASSN VAR TRUCKS 692 

LINCOLN MERC TRUCKS VAR 417 

LINCOLN TRUCKS AVIATOR 326 

LINENS N THINGS STORE 961 

LION KING VIDEO 908 

LIONS GATE CONFIDENCE MOVIE 1781 

LIPITOR CHOLESTEROL RX 73 

LIPTON ASIAN SIDES NOODLE MIX 1493 

LIQUID PLUMR PROF STR DRAIN CLEANER 1372 

LISTERINE MOUTHWASH 365 

LISTERINE POCKETPAKS ORAL CARE STRPS 425 

LITTLE DEBBIE CAKES 1938 

LIVE LINKS DATING SVC 1994 

LOEWS CINEPLEX 1783 

LONG JOHN SILVERS REST 731 

LONGS DRUG STORE 1013 

LORD & TAYLOR DEPT APPAREL WOMEN 1310 

LORD & TAYLOR DEPT DRUGS/TOILETRIES 1769 

LORD & TAYLOR SALES ANNOUNCEMENT 741 

LORD/RINGS/TWO TOWERS VIDEO 1421 

LOREAL COULEUR EXPERTE HAIR COLOR 468 

LOREAL DOUBLE EXTEND MASCARA 1253 

LOREAL ENDLESS LIP COLOUR 1534 

LOREAL EXCELLENCE CREME HAIR COLOR 673 

LOREAL FERIA HAIR COLOR 639 

LOREAL GLAM SHINE LIPSTICK 1707 

LOREAL PREFERENCE HAIR COLOR 1298 

LOREAL SUPERIOR PRFRNC HAIR COLOR 1161 

LOREAL VISIBLE LIFT LIQ FOUNDATION 1796 

LOREAL WRINKLE DE-CREASE CREAM 1640 

LOUIS VUITTON CLTHNG STR WOMEN 1206 

LOWES BLDG SUPP STR 9 

LUFTHANSA AIRLINES INTL 1957 

LUNCHABLES FUN FUEL LUNCH COMBOS 823 

LUVS ULTRA LKGRDS DISPOSABLE DIAPERS 610 

LYSOL SPRAY DISINFECTANT 1346 

M&MS MILK CHOCOLATE CANDY 679 

M&MS PEANUT CANDY 1076 

M&MS VAR CANDY 1217 

MAACO AUTO BODY CENTER 517 

MAALOX MAX ANTACID TABLETS 1309 

MACNEIL AUTOMOTIVE PDTS AUTO DR 1053 

MACYS DEPT APPAREL WOMEN 733 

MACYS DEPT DRUGS/TOILETRIES 457 

MACYS DEPT HOUSEHOLD 1001 

MACYS DEPT JEWELRY/OPTICAL 1620 

MACYS DEPT MISC 430 

MACYS DEPT MULTI-PDTS 1636 

MACYS DEPT SALES ANNOUNCEMENT 24 

MAJOR WORLD AUTO 1972 

MARRIOTT HOTELS 1176 

MARSHALL FIELDS DEPT MISC 1614 

MARSHALL FIELDS DEPT MULTI-PDTS 1755 

MARSHALL FIELDS DEPT SALES ANNC 1143 

MASSMUTUAL FIN GROUP CONSUMER SVC 1151 

MASTERCARD BUSINESSCARD CREDIT CARD 826 

MASTERCARD CREDIT CARD 17 

MASTERCARD DEBIT CARD 678 

MASTERCARD.COM ONLINE 1717 

MATCH.COM DATING SERVICE ONLINE 1617 

MATRIX DIRECT INS SVC 1369 

MATRIX RELOADED VIDEO 1383 

MATTRESS FIRM STORE 729 

MATTRESS GIANT STORE 1327 

MAX FACTOR LIPFINITY LIP COLOR 1888 

MAX FACTOR LPFNTY LSTR LIP COLOR 1119 

MAX FACTOR STRETCH&SPRT MASCARA 1193 

MAXWELL HOUSE COFFEE 1503 

MAYBELLINE EVERFRESH FACIAL MAKEUP 1858 

MAYBELLINE FOREVER LIP COLOR 804 

MAYBELLINE SKY HIGH CRVS MASCARA 1299 

MAYBELLINE WET SHN DMNDS LIQ LIP CLR 1543 

MAYBELLINE WONDER FINISH LIQ/PWD FND 1666 

MAYTAG WASHER 1350 

MAZDA AUTO&TRK VAR 633 

MAZDA AUTOS 6 90 

MAZDA AUTOS 6 LEASING 431 

MAZDA AUTOS RX-8 378 

MAZDA DLR ASSN VAR AUTO&TRK 160 

MAZDA TRUCKS TRIBUTE 1435 

MCDONALDS RESTAURANT 2 

MCI WORLDCOM CP 499 

MCI WORLDCOM RESIDENTIAL 254


MED 4 HOME DRUGS/TOILETRIES DR 915 

MEDIA NETWORKS SERVICE 108 

MEIJER DISC MULTI-PDTS 1466 

MENARDS BUILDING SUPPLY 442 

MENS WEARHOUSE CLTHNG ST MEN 398 

MERCEDES BENZ AUTO&TRK VAR 1273 

MERCEDES BENZ AUTOS C-CLASS 279 

MERCEDES BENZ AUTOS CLK 1548 

MERCEDES BENZ AUTOS E-CLASS 560 

MERCEDES BENZ DLR ASSN VAR AUTO&TRK 373 

MERCEDES BENZ DLR ASSN VAR AUTOS 795 

MERCK & CO INC OSTEOARTHRITIS 1694 

MERCURY AUTOS GRAND MARQUIS 828 

MERCURY INSURANCE GROUP AUTO INS 1057 

MERCURY TRUCKS MOUNTAINEER 1476 

MERRILL LYNCH&CO BROKER CONSUMER SVC 607 

MERVYNS DEPT MULTI-PDTS 202 

MERVYNS DEPT SALES ANNOUNCEMENT 424 

METAGLIP DIABETES RX 1535 

METAMUCIL LAXATIVE CAPSULES 816 

MEXICO TP 1848 

MGM/UA A GUY THING MOVIE 1612 

MGM/UA AGENT CODY BANKS MOVIE 801 

MGM/UA BULLETPROOF MONK MOVIE 1276 

MGM/UA DARK BLUE MOVIE 1391 

MGM/UA GOOD BOY MOVIE 975 

MGM/UA IT RUNS IN/FAM MV 1681 

MGM/UA JEEPERS CREEPERS 2 MOVIE 1853 

MGM/UA LEGALLY BLONDE 2 MOVIE 1111 

MGM/UA OUT OF TIME MOVIE 691 

MGM/UA UPTOWN GIRLS MOVIE 1378 

MICHAELS ARTS&CRAFTS STR 769 

MICHELIN AUTO TIRES 1487 

MICHELIN TRUCK TIRES 775 

MICHELOB AMBERBOCK BEER 1457 

MICHELOB LIGHT BEER 1044 

MICHELOB ULTRA LIGHT BEER 315 

MICRO TOUCH DRUGS/TOILETRIES DR 1946 

MICROSOFT BUS SLTNS SVC 1105 

MICROSOFT CORP CP 173 

MICROSOFT DOTNET SOFTWARE 291 

MICROSOFT NET SOFTWARE 1185 

MICROSOFT OFFICE BUSINESS SOF 356 

MICROSOFT OFFICE SOFTWARE 928 

MICROSOFT VAR SOFTWARE 1375 

MICROSOFT WINDOWS SERVER 2003 SOF 236 

MICROSOFT WINDOWS XP PROF SOFTWARE 1402 

MICROSOFT WINDOWS XP SOFTWARE 1133 

MICROSOFT WINDOWS XP TBLT PC EDTN 819 

MIDAS INTL CORP CP 1721 

MIDAS MUFFLER SHOPS 516 

MILKY WAY CANDY BAR 1431 

MILLER GENUINE DRAFT & LITE BEER 1512 

MILLER GENUINE DRAFT BEER 589 

MILLER HIGH LIFE BEER 1484 

MILLER LITE BEER 58 

MILLER VAR BEERS 598 

MILLSTONE COFFEE 1381 

MINI AUTOS COOPER 777 

MINUTE MAID PREMIUM RTS ORANGE JUICE 1443 

MIRAMAX BAD SANTA MOVIE 593 

MIRAMAX CHICAGO MOVIE 423 

MIRAMAX COLD MTN MOVIE 861 

MIRAMAX CONFESSIONS/DNGRS MND MV 1197 

MIRAMAX GANGS OF NY MOVIE 1303 

MIRAMAX KILL BILL MOVIE 1061 

MIRAMAX MY BOSSS DAUGHTER MOVIE 1567 

MIRAMAX SCARY MOVIE 3 713 

MIRAMAX SPY KIDS 3D GAME OVER 862 

MIRAMAX VAR MOVIES 860 

MIRAMAX VIEW FROM THE TOP MOVIE 1153 

MITSUBISHI AUTO&TRK VAR 985 

MITSUBISHI AUTOS ECLIPSE 1171 

MITSUBISHI AUTOS LANCER 450 

MITSUBISHI AUTOS VAR 267 

MITSUBISHI TRUCKS ENDEAVOR 56 

MITSUBISHI TRUCKS OUTLANDER 1475 

MOHEGAN SUN CASINO 1953 

MONGOOSE ATLANTIC ADV 1331 

MONISTAT 1 COMBINATION PCK CRM&SPS 901 

MONSTER.COM EMP SVC ONLINE 850 

MORGAN STANLEY CONSUMER SERVICES 477 

MORTGAGE MARKET INFO SVC 857 

MOTEL 6 MOTELS 1629 

MOTOROLA DIGITAL PHONES 1927 

MOTRIN IB PAIN RELIEVER GELCAPS 866 

MOUNTAIN DEW CODE RED SOFT DRINK 1743 

MOUNTAIN DEW LIVE WIRE SOFT DRINK 1736 

MOUNTAIN DEW SOFT DRINK 389 

MOVADO WATCHES 1713 

MR CLEAN MAGIC ERASER CLEANING PADS 933 

MR CLEAN ULTIMATE ORANGE LIQ CLEANER 996 

MSN INTERNET SERVICES 179 

MSN TV INTERNET SERVICES 1995 

MUSICSPACE.COM STORE VAR RC DR 1233 

MY BIG FAT GREEK WEDDING VIDEO 1379 

NABISCO RITZ CRACKERS 1089 

NABISCO TRISCUIT CRACKERS 1128 

NABISCO UH-OH OREO COOKIES 1498 

NABISCO WHEAT THINS 972 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

1101 JETBLUE AIRWAYS DOM 16,377.30 16,987.80 -4% 

1102 STATE FARM INSURANCE & FIN SVC 16,371.20 52.40 31143% 

1103 OTT-LITE HOUSEHOLD DR 16,366.60 1,862.90 779% 

1104 ORACLE VAR SOFTWARE 16,361.90 12,459.10 31% 

1105 MICROSOFT BUS SLTNS SVC 16,351.60 0 NA 

1106 SCHICK QUATTRO RAZOR MEN 16,349.90 0 NA 

1107 SUZUKI AUTOS VERONA 16,341.60 0 NA 

1108 ONETOUCH ULTRA GLUCOSE MONITOR 16,313.30 28,482.00 -43% 

1109 FOX SEARCHLIGHT BEND/BECKHAM MOVIE 16,311.40 0 NA 

1110 SAV-ON DRUG STORE 16,295.10 16,234.40 0% 

1111 MGM/UA LEGALLY BLONDE 2 MOVIE 16,275.80 0 NA 

1112 HH GREGG APPL STORE 16,259.40 13,522.00 20% 

1113 TOYOTA DLR ASSN TUNDRA 16,213.60 8,806.00 84% 

1114 BUENA VISTA LIZZIE MCGUIRE MOVIE 16,203.80 0 NA 

1115 INTEL COMPUTER COMPONENTS 16,191.60 68,126.10 -76% 

1116 GREYHOUND BUS LINES 16,189.30 18,689.10 -13% 

1117 AUTOTRADER.COM DLR ONLINE 16,186.60 18,941.50 -15% 

1118 GAIN LIQUID LAUNDRY DETERGENT 16,184.20 16,244.90 0% 

1119 MAX FACTOR LPFNTY LSTR LIP COLOR 16,183.90 0 NA 

1120 PEPPERIDGE FARM GOLDFISH CRACKERS 16,146.20 15,429.30 5% 

1121 WRANGLER JEANS FAMILY 16,143.30 264.30 6008% 

1122 CHAMPION MORTGAGE CO CONSUMER SVC 16,120.10 18,414.70 -12% 

1123 STAR FURNITURE STORE 16,118.90 16,093.00 0% 

1124 STOUFFERS FAM STYL RCPS FRZN ENTREES 16,115.80 10,820.60 49% 

1125 SONY MEDALLION MOVIE 16,089.50 0 NA 

1126 WRANGLER JEANS MEN 16,083.10 28,464.60 -43% 

1127 LEVEL 3 COMM INC CP 16,068.50 5,249.90 206% 

1128 NABISCO TRISCUIT CRACKERS 16,038.80 9,665.20 66% 

1129 FOLEYS DEPT DRUGS/TOILETRIES 16,028.50 14,978.70 7% 

1130 JOHNSONS SOFTWASH BABY WASH 16,016.20 0 NA 

1131 3 MUSKETEERS CANDY BAR 16,014.90 8,612.20 86% 

1132 US BANK CONSUMER SERVICES 16,013.90 12,107.00 32% 

1133 MICROSOFT WINDOWS XP SOFTWARE 16,009.50 8,991.80 78% 

1134 CITIBANK AADVANTAGE MASTERCARD 16,007.60 10,716.80 49% 

1135 SELECT QUOTE INS SVC 16,007.30 9,593.70 67% 

1136 VALUE CITY FURNITURE STR 15,986.70 18,153.80 -12% 

1137 LABATT BEER 15,977.00 9,722.40 64% 

1138 PEARLE VISION CENTERS 15,965.90 12,669.60 26% 

1139 CHARMIN SCENTS BATHROOM TISSUE 15,963.50 0 NA 

1140 ACURA AUTOS TL LEASING 15,936.30 163.20 9665% 

1141 GLAD TRASH BAGS 15,927.20 9,362.50 70% 

1142 REEBOK SNEAKERS MEN 15,925.00 15,011.80 6% 

1143 MARSHALL FIELDS DEPT SALES ANNC 15,913.90 20,179.70 -21% 

1144 CESAR SELECT DINNERS CANNED DOG FOOD 15,907.50 5,648.50 182% 

1145 GENERAL MILLS CORN&RICE CHEX CEREAL 15,900.40 0 NA 

1146 CENTRUM &CENTRUM SILVER VITAMINS 15,889.50 21,683.70 -27% 

1147 TASTERS CHOICE INSTANT COFFEE 15,876.80 14,309.20 11% 

1148 GOODYEAR TRUCK TIRES 15,866.20 11,684.80 36% 

1149 PILLSBURY READY TO BAKE COOKIES 15,844.90 18,430.20 -14% 

1150 BURLINGTON COAT FACTORY MEN 15,831.50 8,622.90 84% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1151 MASSMUTUAL FIN GROUP CONSUMER SVC 15,831.40 17,014.70 -7% 

1152 JEWEL FOOD STORE 15,803.20 13,736.50 15% 

1153 MIRAMAX VIEW FROM THE TOP MOVIE 15,798.40 0 NA 

1154 SHOP RITE SUPERMARKETS 15,767.30 17,396.20 -9% 

1155 PHILADELPHIA CREAM CHEESE 15,721.10 8,845.70 78% 

1156 KIA DLR ASSN SPECTRA 15,699.70 2,174.60 622% 

1157 NYQUIL LIQ COLD & FLU REMEDY 15,689.10 11,101.80 41% 

1158 DREAMWORKS HEAD OF STATE MOVIE 15,677.00 0 NA 

1159 CISCO NETWORKING SYSTEMS 15,669.80 2,460.90 537% 

1160 20TH CENTURY FOX DOWN WITH LOVE MV 15,654.70 0 NA 

1161 L’ORÉAL SUPERIOR PRFRNC HAIR COLOR 15,647.60 30,941.80 -49% 

1162 DISNEYLAND THEME PARK 15,642.10 13,327.70 17% 

1163 NEW LINE ABOUT SCHMIDT MOVIE 15,631.40 10,844.60 44% 

1164 SEARS DEPT APPAREL WOMEN 15,621.50 5,748.70 172% 

1165 NEW LINE A MAN APART MOVIE 15,616.00 0 NA 

1166 CLOROX READY MOP MOPPING SYSTEM 15,603.50 34,804.40 -55% 

1167 ORECK CORP APPLIANCES DR 15,600.70 11,391.10 37% 

1168 NORDSTROM DEPT APPAREL WOMEN 15,589.20 13,380.40 17% 

1169 DOWNY ULTRA LIQ FABRIC SOFTENER 15,552.00 17,602.40 -12% 

1170 CAPRI SUN SPORT RTS BEVERAGE 15,542.00 0 NA 

1171 MITSUBISHI AUTOS ECLIPSE 15,529.50 60,600.10 -74% 

1172 UNIVERSAL ORLANDO RESORT 15,518.80 23,367.80 -34% 

1173 PONTIAC AUTO&TRK VAR 15,516.00 25,672.70 -40% 

1174 CREST REJUVENATING EFCT REG&GEL PST 15,508.90 15,357.50 1% 

1175 STARBURST CANDY 15,506.40 24,903.40 -38% 

1176 MARRIOTT HOTELS 15,503.10 20,908.10 -26% 

1177 SCOTT BATHROOM TISSUE 15,478.10 14,021.40 10% 

1178 24 HOUR FITNESS CENTER 15,476.50 15,721.10 -2% 

1179 SUNTRUST BANK CONSUMER SERVICES 15,468.00 10,922.40 42% 

1180 DENTYNE ICE GUM 15,457.60 22,214.20 -30% 

1181 V8 SPLASH RTS FRUIT SMOOTHIES 15,455.30 0 NA 

1182 PBS TV STATION 15,447.40 16,341.30 -5% 

1183 HISTORY CHANNEL CABLE TV 15,437.40 12,478.50 24% 

1184 NEUTRA AIR AIR FRESHENER 15,434.40 0 NA 

1185 MICROSOFT NET SOFTWARE 15,431.80 46,343.30 -67% 

1186 SYNVISC ARTHRITIS RX 15,430.60 18,222.50 -15% 

1187 FX CABLE TV 15,425.00 10,163.90 52% 

1188 UNITED AIRLINES DOM & INTL 15,387.30 17,112.40 -10% 

1189 NATIONAL CTLMNS BF ASSN BEEF 15,373.30 2,495.40 516% 

1190 WATSONS POOLS SPAS&BLRD 15,332.80 11,771.50 30% 

1191 NOKIA CELLULAR PHONES 15,326.50 5,133.10 199% 

1192 NORELCO ADVANTAGE &NORELCO SPECTRA 15,324.20 0 NA 

1193 MAX FACTOR STRETCH&SPRT MASCARA 15,309.40 0 NA 

1194 SPORTS AUTHORITY SPRT GD 15,270.40 13,247.60 15% 

1195 T-MOBILE WIRELESS STORE 15,257.90 8,697.00 75% 

1196 INFINITI AUTOS M45 15,257.70 12,628.80 21% 

1197 MIRAMAX CONFESSIONS/DNGRS MND MV 15,235.60 268.80 5568% 

1198 US DEPT OF THE TREASURY 15,227.30 764.40 1892% 

1199 PRUDENTIAL FINANCIAL CONSUMER SVC 15,191.10 38,881.90 -61% 

1200 SKITTLES FRUIT CHEW CANDY 15,188.30 6,641.10 129% 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1201 KIT KAT CANDY BAR 15,181.00 10,879.70 40% 

1202 PUERTO RICAN RUMS 15,172.20 8,655.80 75% 

1203 VIRGIN MOBILE WIRELESS SERVICE 15,171.80 7,361.50 106% 

1204 ROUNDUP WEED KILLER 15,124.10 12,704.40 19% 

1205 CAPTAIN MORGAN SPICED RUM 15,122.80 11,913.20 27% 

1206 LOUIS VUITTON CLTHNG STR WOMEN 15,115.80 7,041.10 115% 

1207 SHARPER IMAGE HOUSEHOLD DR 15,104.20 5,288.30 186% 

1208 DOVE EXFOLIATING BEAUTY BAR SOAP 15,080.80 0 NA 

1209 CAREONE CREDIT CNSLNG CONSUMER SVC 15,079.30 8,935.80 69% 

1210 SERENITY DRIACTIVE BLDR CNTRL LNRS 15,076.00 7,047.80 114% 

1211 FANCY FEAST CANNED CAT FOOD 15,071.70 7,837.70 92% 

1212 BASSETT FURNITURE DIRECT 15,067.30 14,105.20 7% 

1213 AT&T LONG DISTANCE RESIDENTIAL 15,061.60 136,104.00 -89% 

1214 NEOSPORIN ANTIBIOTIC OINTMENT 15,060.30 18,650.40 -19% 

1215 KRAGEN AUTO WORKS STORE 15,048.60 6,681.90 125% 

1216 PURITANS PRIDE INC DRUGS/TOIL DR 15,047.80 1,710.90 780% 

1217 M&MS VAR CANDY 15,046.10 5,979.20 152% 

1218 CHRYSLER AUTOS PACIFICA LEASING 15,042.10 0 NA 

1219 PURINA BENEFUL DRY DOG FOOD 15,040.10 18,475.70 -19% 

1220 GENERAL MILLS CINNAMON TST CRNCH CRL 15,009.40 17,202.00 -13% 

1221 ONLYHITMUSIC.COM VAR RECORDINGS DR 14,985.00 12,365.60 21% 

1222 WESTIN HOTELS 14,970.10 10,342.60 45% 

1223 TUMS ULTRA MAXIMUM STR ANTACID TAB 14,970.10 14,769.60 1% 

1224 US CELLULAR DIGITAL SERVICE 14,960.80 6,481.50 131% 

1225 CARNATION GOOD START FORMULA 14,959.00 16,177.00 -8% 

1226 SEARS DEPT JEWELRY/OPTICAL 14,935.70 8,325.90 79% 

1227 PEPSI TWIST REG & DIET SOFT DRINK 14,884.30 29,117.60 -49% 

1228 ANDERSEN WINDOWS 14,882.00 21,966.90 -32% 

1229 PLEASANT HOLIDAY TOURS 14,869.30 11,451.20 30% 

1230 INVENTION SBMSNS CORP 14,853.00 11,128.40 33% 

1231 ALEVE COLD & SINUS CAPLETS 14,848.70 10,427.70 42% 

1232 KODAK CONVENTIONAL FILM 14,844.60 2,667.70 456% 

1233 MUSICSPACE.COM STORE VAR RC DR 14,838.30 19,981.20 -26% 

1234 ROCHER CANDY 14,828.20 18,650.90 -20% 

1235 EDWARD D JONES & CO CONSUMER SVC 14,821.80 14,344.00 3% 

1236 TOMMY HILFIGER SPORTSWEAR M & W 14,807.00 264.10 5507% 

1237 ALTRIA GROUP INC CP 14,794.50 0 NA 

1238 FOCUS LOST IN TRANSLATION MV 14,777.50 0 NA 

1239 HYUNDAI AUTOS ACCENT 14,759.40 1,237.30 1093% 

1240 LEAN CUISINE CAFE CLSC FRZN ENTRS 14,751.90 7,347.00 101% 

1241 WARNER BROS VAR MOVIES 14,721.10 14,325.20 3% 

1242 20TH CENTURY FOX JUST MARRIED MOVIE 14,703.40 9,042.90 63% 

1243 CHUCK E CHEESE REST 14,698.80 14,568.50 1% 

1244 FORD DLR ASSN F-SERIES & RANGER 14,694.70 11,920.50 23% 

1245 HONDA TRUCKS ODYSSEY 14,691.90 28,245.90 -48% 

1246 COOKIES & COOKIES 14,653.10 11,935.60 23% 

1247 OLD SPICE RED ZONE SOLID AP/DEOD 14,580.80 0 NA 

1248 CHECKERS RESTAURANT 14,562.20 13,744.20 6% 

1249 HOLIDAY INNS EXPRESS 14,542.90 11,618.50 25% 

1250 GMC DLR ASSN SIERRA 14,541.50 8,234.00 77% 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1251 NEUTROGENA HEALTHY SKN ANTI-WRNKL CR 14,534.10 10,931.60 33% 

1252 CAMPBELLS SOUP AT HAND MICRO SOUP 14,515.60 17,007.30 -15% 

1253 L’ORÉAL DOUBLE EXTEND MASCARA 14,513.10 0 NA 

1254 DREAMWORKS CATCH ME IF YOU CAN MV 14,510.20 25,201.90 -42% 

1255 GATEWAY PLASMA TV 14,487.40 0 NA 

1256 NEW LINE FREDDY VS JASON MOVIE 14,468.20 0 NA 

1257 DYSON VACUUM CLEANER 14,422.50 755.20 1810% 

1258 STEIN MART DISC APPAREL FAMILY 14,420.10 14,537.30 -1% 

1259 AMERICAN AIRLINES INTL 14,406.40 10,629.60 36% 

1260 BELLSOUTH BUSINESS 14,404.00 3,487.70 313% 

1261 LEVIS JEANS MEN 14,401.20 28,139.80 -49% 

1262 LIBERTY MUTUAL AUTO INSURANCE 14,396.70 12,365.30 16% 

1263 CASTROL GTX HIGH MILEAGE MOTOR OIL 14,391.70 5,086.70 183% 

1264 XENADRINE EFX REDUCING TABLETS 14,381.30 16,977.70 -15% 

1265 HERTZ CAR SALES 14,361.90 11,661.00 23% 

1266 NFL NATL FOOTBALL LEAGUE 14,359.10 12,226.30 17% 

1267 FIXODENT COMPLETE DENTURE ADHESIVE 14,344.50 3,571.70 302% 

1268 IBM WEBSPHERE SOFTWARE 14,331.00 10,670.90 34% 

1269 KENNY ROSS AUTO ENTRPRS 14,330.60 4,060.70 253% 

1270 SIMPLY ORANGE RTS ORANGE JUICE 14,329.60 4,746.20 202% 

1271 TALBOTS CLOTHING STORE WOMEN 14,318.30 9,971.60 44% 

1272 LENDINGTREE.COM CONSUMER SERVICES 14,299.90 0 NA 

1273 MERCEDES BENZ AUTO&TRK VAR 14,296.00 15,444.10 -7% 

1274 IBM BUSINESS CONS SVC 14,292.90 13,641.80 5% 

1275 OSCO DRUG STORE 14,265.30 17,210.00 -17% 

1276 MGM/UA BULLETPROOF MONK MOVIE 14,263.20 0 NA 

1277 CANON MULTI FUNCTION OFC MCHN 14,259.60 4,796.20 197% 

1278 TUMS SMOOTH DISSOLVE ANTACID TABLETS 14,255.70 4,435.20 221% 

1279 CANON POWERSHOT DIGITAL CAMERA 14,252.90 0 NA 

1280 TYSON VAR MEAT 14,250.30 0 NA 

1281 TRIAMINIC VAR COLD SYRUPS 14,249.10 10,877.40 31% 

1282 FOCUS FACTOR DRUGS/TOILETRIES DR 14,247.80 1,038.20 1272% 

1283 TOYOTA AUTOS VAR 14,240.00 11,372.90 25% 

1284 COTTONELLE ULTRASOFT BATH TISSUE 14,238.00 0 NA 

1285 HEALTHY CHOICE MIXED GRL FRZN ENTRS 14,225.50 18,830.00 -24% 

1286 INDIANA JONES COLLECTION VIDEOS 14,215.60 0 NA 

1287 PURINA ONE DRY DOG FOOD 14,206.20 1,130.10 1157% 

1288 AVAYA INC CP 14,199.60 1,641.90 765% 

1289 LEXUS DLR ASSN ES 14,193.10 12,351.00 15% 

1290 LEXUS TRUCKS VAR 14,192.20 0 NA 

1291 ADVIL ALLERGY SINUS CAPLETS 14,188.20 0 NA 

1292 CALLAWAY GREAT/BERTHA II GOLF CLUBS 14,174.00 813.50 1642% 

1293 RIDERS JEANS WOMEN 14,165.50 12,411.10 14% 

1294 PLEDGE GRAB IT MOP 14,159.90 8,423.70 68% 

1295 TURNING LEAF WINE 14,145.90 12,237.80 16% 

1296 K-SWISS SNEAKERS MEN & WOMEN 14,114.70 10,464.80 35% 

1297 SILVER CARE INSURANCE DR 14,104.80 9,535.00 48% 

1298 L’ORÉAL PREFERENCE HAIR COLOR 14,090.50 3,996.60 253% 

1299 MAYBELLINE SKY HIGH CRVS MASCARA 14,089.70 0 NA 

1300 FOOD LION FOOD STORE 14,088.30 17,734.00 -21% 


BRAND INDEX 

NAMCO SOUL CALIBUR II VIDEO GM 1868 

NAPA AUTO CARE CENTER 1814 

NAPA AUTO PARTS STORE 1091 

NASACORT AQ NASAL RX 1515 

NASDAQ STOCK EXCHANGE 1861 

NATIONAL ASSN/REALTORS 802 

NATIONAL CITY BANK CONSUMER SERVICES 680 

NATIONAL CTLMNS BF ASSN BEEF 1189 

NATIONAL FLUID MLK PRCSR MILK 321 

NATIONAL MONEY SERVICE CONSUMER SVC 714 

NATIONWIDE AUTO INSURANCE 1871 

NATIONWIDE VAR INSURANCE 1540 

NAUTILUS HOUSEHOLD DR 730 

NBC TV NETWORK ENTERTAINMENT DIV 410 

NEOSPORIN ANTIBIOTIC OINTMENT 1214 

NESCAFE FROTHE COFFEE DRINKS 964 

NESTEA COOL RTS ICED TEA 1767 

NESTLE CRUNCH/CARAMEL CANDY BAR 1354 

NESTLE GOOD START SUPREME FRML 1674 

NESTLE TOLL HOUSE ULTMT READY/BK CKS 1574 

NETZERO INTERNET SERVICES 212 

NEUTRA AIR AIR FRESHENER 1184 

NEUTROGENA HEALTHY SKN ANTI-WRNKL CR 1251 

NEUTROGENA HYDRATING FCL CLTH MSK 1579 

NEW LINE A MAN APART MOVIE 1165 

NEW LINE ABOUT SCHMIDT MOVIE 1163 

NEW LINE DUMB&DMBR/WHN HRY MT LYD 1488 

NEW LINE ELF MOVIE 444 

NEW LINE FINAL DESTINATION 2 MV 1073 

NEW LINE FREDDY VS JASON MOVIE 1256 

NEW LINE HOW TO DEAL MOVIE 1537 

NEW LINE LORD/RINGS RETURN/KNG MV 472 

NEW LINE LORD/RINGS/TWO TOWERS MV 938 

NEW LINE REAL CANCUN MOVIE 1520 

NEW LINE SECONDHAND LIONS MOVIE 839 

NEW LINE TEXAS CHAINSAW MASSACRE 990 

NEW YORK LIFE INS CO CP 719 

NEW YORK STATE LOTTERY 556 

NEW YORK STOCK EXCHANGE 1932 

NEWCIG.COM CIGARETTES ONLINE 807 

NEWMARKET WHALE RIDER MOVIE 1999 

NEWPORT VAR MENTHOL CIGARETTES 1916 

NEWS AMERICA FSI 8 

NEXIUM HEARTBURN RX 21 

NEXTEL CELLULAR SERVICE 68 

NEXTEL COMMUNICATION STR 309 

NEXTEL WIRELESS SERVICE 102 

NFL NATL FOOTBALL LEAGUE 1266 

NICODERM CQ STOP SMOKING PATCH 667 

NICORETTE NICOTINE GUM 686 

NICOTROL INHALER STOP SMOKING RX 1901 

NIGHT & DAY DISPOSABLE CONTACT LENS 1338 

NIKE SNEAKERS MEN 97 

NIKE SNEAKERS WOMEN 1477 

NIKON COOLPIX DIGITAL CAMERA 739 

NINTENDO GAMECUBE GAME SYSTEM 968 

NISSAN AUTO&TRK VAR 100 

NISSAN AUTOS 350Z 631 

NISSAN AUTOS ALTIMA 45 

NISSAN AUTOS ALTIMA LEASING 1084 

NISSAN AUTOS MAXIMA 139 

NISSAN AUTOS SENTRA 482 

NISSAN DLR ASSN VAR AUTO&TRK 723 

NISSAN TRUCKS FRONTIER 303 

NISSAN TRUCKS MURANO 118 

NISSAN TRUCKS PATHFINDER ARMADA 471 

NISSAN TRUCKS PTHFNDR&PTHFNDR ARMD 1742 

NISSAN TRUCKS QUEST 206 

NISSAN TRUCKS TITAN 744 

NISSAN TRUCKS XTERRA 150 

NIVEA FOR MEN AFTER SHAVE BALM MEN 1654 

NOKIA CELLULAR PHONES 1191 

NOKIA DIGITAL PHONES 346 

NOKIA N-GAGE GAME SYSTEM 1633 

NORDSTROM DEPT APPAREL WOMEN 1168 

NORELCO ADVANTAGE &NORELCO SPECTRA 1192 

NORTHWEST AIRLINES DOM & INTL 1771 

NORTHWESTERN MUTUAL FIN CONSUMER SVC 1500 

NORWEGIAN CRUISES 896 

NTB NATL TIRE & BATTERY 1606 

NYQUIL COUGH SYRUP 1847 

NYQUIL LIQ COLD & FLU REMEDY 1157 

OCUVITE PRESERVISION EYE VITAMIN 1996 

ODOR EATERS PLUS INSOLES 1882 

OFFICE DEPOT OFFICE SUPP 119 

OFFICE/NATL DRUG CONTROL 28 

OFFICEMAX OFFICE SUPPLY 270 

OLAY COMPLETE BODY WASH 997 

OLAY COMPLETE UV/MOISTURE LOTION 976 

OLAY DAILY FACIALS CLEANSING CLOTHS 284 

OLAY DAILY FCLS EXPRS CLNSNG CLTHS 1706 

OLAY REGENERIST SKIN CARE PDTS 336 

OLAY TOTAL EFFECTS 7X ANTI-AGING CRM 1367 

OLD COUNTRY BUFFET 1834 

OLD NAVY CLOTHING STORE FAMILY 184 

OLD NAVY CLOTHING STORE MEN 1034 

OLD NAVY CLOTHING STORE MEN & WOMEN 114 

OLD SPICE HIGH ENDURANCE BODY WASH 1821 

OLD SPICE HIGH ENDURANCE SOLID ANTIP 1646 

OLD SPICE RED ZONE SOLID AP/DEOD 1247


OLIVE GARDEN RESTAURANT 128 

OLYMPUS STYLUS DIGITAL CAMERA 988 

OMEPRAZOLE ACID REFLUX RX 794 

ONE-A-DAY WEIGHT SMART MULTI VTMNS 687 

ONETOUCH ULTRA GLUCOSE MONITOR 1108 

ONLYHITMUSIC.COM VAR RECORDINGS DR 1221 

ONSTAR VEHICLE MONITORING SYS 302 

OPPENHEIMER FUNDS 1879 

ORACLE VAR SOFTWARE 1104 

ORAL-B CROSS ACTION PWR TOOTHBRUSH 1055 

ORAL-B PROF CARE 7000 TOOTHBRUSH 348 

ORAL-B VAR TOOTHBRUSHES 1756 

ORBITZ TRAVEL SERVICE ONLINE 542 

ORCHARD SUPPLY HARDWARE 1486 

ORECK CORP APPLIANCES DR 1167 

ORECK FACTORY STORE 1682 

ORKIN EXTERMINATORS 1394 

ORTHO EVRA CONTRACEPTIVE RX 134 

ORVILLE REDENBACHER SMART-POP PPCRN 1865 

OSCO DRUG STORE 1275 

OSHMANS SPRT GDS STR 1066 

OTT-LITE HOUSEHOLD DR 1103 

OUST AIR SANITIZER 461 

OUTBACK STEAKHOUSE 223 

OVERACTIVE BLADDER CONDITION 1840 

OXICLEAN STAIN REMOVER 1092 

PACE CHUNKY SALSA 1332 

PACIFIC LIFE INSURANCE & FIN SVC 727 

PACIFICARE MEDICAL INSURANCE 1925 

PAID PROGRAM COMMERCIAL 130 

PALL MALL VAR CIGARETTES 969 

PAMPERS CUSTOM FIT CRSRS DSPSBL DPRS 648 

PAMPERS EASY UPS DISPOSABLE PANTS 484 

PANTENE PRO-V CMPLT THRP CONDITIONER 395 

PANTENE PRO-V CMPLT/COND &PRO-V SHMP 1964 

PANTENE PRO-V CONDITIONER 1361 

PANTENE PRO-V DEEP FORTIFYING TRTMNT 1005 

PANTENE PRO-V DLY MSTR RNWL SHAMP&CN 1360 

PANTENE PRO-V SHAMPOO 1467 

PANTENE PRO-V SHAMPOO & CONDITIONER 641 

PAPA JOHNS PIZZA REST 170 

PARAMOUNT BEYOND BORDERS MOVIE 1085 

PARAMOUNT CORE MOVIE 665 

PARAMOUNT DICKIE ROBERTS/CHILD STR 883 

PARAMOUNT FIGHTING TEMPTATIONS MV 796 

PARAMOUNT HOURS MOVIE 650 

PARAMOUNT HOW/LOSE/GUY/10 DAYS MV 512 

PARAMOUNT HUNTED MOVIE 609 

PARAMOUNT ITALIAN JOB MOVIE 370 

PARAMOUNT MARCI X MOVIE 1893 

PARAMOUNT PAYCHECK MOVIE 478 

PARAMOUNT RUGRATS GO WILD MOVIE 613 

PARAMOUNT SCHOOL OF ROCK MOVIE 428 

PARAMOUNT TIMELINE MOVIE 507 

PARAMOUNT TOMB RAIDER/CRADLE/LF MV 459 

PARAMOUNT VAR VIDEOS 722 

PARISIAN DEPT APPAREL FAMILY 1406 

PASTA PRO HOUSEHOLD DR 1580 

PASTA RONI HOMESTYLE DLX PASTA MIXES 1452 

PATANOL ALLERGY RX 1058 

PAXIL CR ANTI DEPRESSION RX 209 

PAY-PER-VIEW CABLE TV 1311 

PAYLESS SHOESOURCE FAMILY 1453 

PAYLESS SHOESOURCE WOMEN 382 

PBS TV STATION 1182 

PC RICHARD&SON ELECT STR 381 

PCDI PROF CAREER DV INST 942 

PEACHTREE STLMNT FNDNG CONSUMER SVC 1907 

PEARLE VISION CENTERS 1138 

PEDIASURE NUTRITIONAL SUPPLEMENT 790 

PEDIGREE DRY DOG FOOD 697 

PENLAC NAIL FUNGUS RX 1569 

PENNSYLVANIA ST LOTTERY 1988 

PENNZOIL MOTOR OIL 1571 

PEOPLEPC INTERNET SERVICES 1014 

PEP BOYS AUTO PARTS STR 579 

PEPCID AC & PEPCID COMPLETE 347 

PEPPERIDGE FARM BREAD 1343 

PEPPERIDGE FARM COOKIES 1761 

PEPPERIDGE FARM GOLDFISH CRACKERS 1120 

PEPSI & LAYS POTATO CHIPS 1028 

PEPSI SOFT DRINK 112 

PEPSI TWIST REG & DIET SOFT DRINK 1227 

PEPSI VANILLA SOFT DRINK 603 

PEPTO-BISMOL ANTACID LIQUID 1541 

PERKINS REST & BAKERY 1817 

PETCO ANIMAL SUPPLIES 902 

PETMEDS EXPRESS MISC DR 106 

PETSMART CENTER 676 

PFIZER INC CP 1459 

PG&E PACIFIC GAS & ELECT 1711 

PHARMACIA CORP OVERACTIVE BLADDER 1917 

PHILADELPHIA CREAM CHEESE 1155 

PHILIP MORRIS COS INC PUBLIC SERVICE 200 

PHILIP MORRIS USA PUBLIC SERVICE 812 

PHILIPMORRISUSA.COM ONLINE 853 

PHOENIX WEALTH MGT CONSUMER SERVICES 1799 

PHYSIQUE VOLUME BOOSTING GEL 1826 

PIER 1 IMPORTS STORE 239 

PILLSBURY CRESCENT REFRIG ROLL DOUGH 1899 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

1301 WARNER BROS LOVE DONT COST/THING MV 14,083.10 0 NA 

1302 TIFFANY & CO STORE 14,072.00 13,273.60 6% 

1303 MIRAMAX GANGS OF NY MOVIE 14,070.80 18,337.30 -23% 

1304 BP AMOCO PLC CP 14,056.70 18,375.80 -24% 

1305 LIFETIME CABLE TV PAID PROMO 14,055.30 14,409.80 -2% 

1306 BANK OF AMERICA ONLINE 14,048.50 6,978.80 101% 

1307 LASALLE BANK CONSUMER SERVICES 14,043.60 8,222.80 71% 

1308 AVEENO POSITIVELY SMOOTH MSTRZNG LTN 14,033.40 0 NA 

1309 MAALOX MAX ANTACID TABLETS 14,028.90 8,475.80 66% 

1310 LORD & TAYLOR DEPT APPAREL WOMEN 14,028.70 19,510.50 -28% 

1311 PAY-PER-VIEW CABLE TV 14,024.30 13,063.10 7% 

1312 HYUNDAI AUTOS TIBURON 13,990.90 19,945.20 -30% 

1313 LEAN CUISINE FROZEN PIZZA 13,982.70 0 NA 

1314 AMERICAN EGG BOARD 13,957.50 7,101.70 97% 

1315 STRAWBRIDGES SALES ANNOUNCEMENT 13,956.90 15,519.00 -10% 

1316 US COMMEMORATIVE GALLERY COINS DR 13,951.80 6,600.50 111% 

1317 PONTIAC DLR ASSN GRAND AM 13,948.30 7,868.70 77% 

1318 CRYSTAL CRUISES 13,946.70 8,586.10 62% 

1319 UNITED HEALTH FOUNDATION 13,930.00 1,571.40 786% 

1320 STARWOOD HOTELS&RESORTS WORLDWIDE 13,927.60 15,480.70 -10% 

1321 KMART DISC APPAREL MEN & WOMEN 13,905.40 9,760.30 42% 

1322 JAGUAR AUTOS VAR 13,896.10 5,355.10 159% 

1323 TIFFANY JEWELRY 13,894.90 11,228.90 24% 

1324 AMERICAN DAIRY ASSN MILK 13,894.10 20,143.90 -31% 

1325 RHINOCORT AQUA NASAL RX 13,891.30 2,475.10 461% 

1326 EXPO DESIGN CENTER 13,881.00 13,802.10 1% 

1327 MATTRESS GIANT STORE 13,872.30 17,746.40 -22% 

1328 JOES CRAB SHACK REST 13,866.90 12,904.90 7% 

1329 SAKS FIFTH AVENUE DEPT APPAREL WOMEN 13,859.50 8,285.40 67% 

1330 HELLMANNS DIPPIN SAUCE 13,851.80 0 NA 

1331 MONGOOSE ATLANTIC ADV 13,846.80 11,533.60 20% 

1332 PACE CHUNKY SALSA 13,842.40 7,269.80 90% 

1333 AMERICAN EXPRESS DELTA SKYMILES CARD 13,842.40 12,776.30 8% 

1334 INFUSIUM 23 HAIR TREATMENT 13,821.30 3,061.30 351% 

1335 WARNER BROS VAR VIDEOS 13,793.10 12,043.10 15% 

1336 FIRESTONE TIRE & SVC CTR 13,791.90 11,127.00 24% 

1337 TD WATERHOUSE ONLINE 13,708.60 15,837.40 -13% 

1338 NIGHT & DAY DISPOSABLE CONTACT LENS 13,692.30 11,376.10 20% 

1339 COVER GIRL AQUASMOOTH CREAM FNDTN 13,688.50 19,868.80 -31% 

1340 GENERAL FOODS INTL INSTANT COFFEE 13,681.40 7,887.80 73% 

1341 BUENA VISTA COLD CREEK MANOR MOVIE 13,678.10 0 NA 

1342 VANILLA COKE SOFT DRINK 13,655.70 22,678.80 -40% 

1343 PEPPERIDGE FARM BREAD 13,651.00 13,006.00 5% 

1344 ING DIRECT BANK CONSUMER SERVICES 13,634.00 15,619.40 -13% 

1345 LA-Z-BOY FURNITURE 13,632.10 11,409.80 19% 

1346 LYSOL SPRAY DISINFECTANT 13,611.40 9,980.80 36% 

1347 FUNJET VACATIONS TRAVEL 13,599.60 13,797.40 -1% 

1348 BEYOND PARADISE FRAGRANCE WOMEN 13,589.00 0 NA 

1349 FRITO-LAY GO SNACKS 13,582.90 14,441.30 -6% 

1350 MAYTAG WASHER 13,576.00 8,646.90 57% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1351 JOHNSONVILLE SAUSAGE 13,558.70 10,244.20 32% 

1352 TOYOTA TRUCKS TACOMA & TUNDRA 13,554.20 7,334.00 85% 

1353 SEARS DEPT BUILDING SUPPLIES 13,542.20 18,463.10 -27% 

1354 NESTLE CRUNCH/CARAMEL CANDY BAR 13,530.80 0 NA 

1355 E TRADE FINANCIAL ONLINE 13,512.10 28,877.40 -53% 

1356 KB HOME BUILDER 13,511.80 8,623.70 57% 

1357 ROCKSTAR GAMES GRAND THEFT AT VC CTY 13,509.60 4,474.40 202% 

1358 BMW AUTOS 3-SERIES 13,508.00 7,412.20 82% 

1359 WAL-MART DISC BUSINESS/TECHNOLOGY 13,483.60 4,437.10 204% 

1360 PANTENE PRO-V DLY MSTR RNWL SHAMP&CN 13,481.30 21,027.20 -36% 

1361 PANTENE PRO-V CONDITIONER 13,441.10 3,048.10 341% 

1362 SONY ADAPTATION MOVIE 13,434.00 11,779.70 14% 

1363 ROGAINE HAIR TREATMENT FOR WOMEN 13,430.20 9,383.40 43% 

1364 PLAYTEX BRAS WOMEN 13,406.80 4,894.10 174% 

1365 WRIGLEYS DOUBLEMINT GUM 13,405.20 4,971.60 170% 

1366 TEXAS STATE TP 13,395.60 14,804.60 -10% 

1367 OLAY TOTAL EFFECTS 7X ANTI-AGING CRM 13,379.00 0 NA 

1368 CADILLAC TRUCKS ESCALADE ESV 13,368.50 0 NA 

1369 MATRIX DIRECT INS SVC 13,344.80 26,896.60 -50% 

1370 DAVIDS BRIDAL STORE FAMILY 13,339.40 24,558.40 -46% 

1371 CABLE TV PROMO 13,337.60 12,203.10 9% 

1372 LIQUID PLUMR PROF STR DRAIN CLEANER 13,308.60 20,103.20 -34% 

1373 AMERICAN EXPRESS TRAVELERS CHEQUES 13,305.80 8,996.90 48% 

1374 GOOD GUYS TV&STEREO STR 13,301.00 22,854.30 -42% 

1375 MICROSOFT VAR SOFTWARE 13,285.60 8,024.90 66% 

1376 SMIRNOFF ICE MALT LIQUOR 13,271.00 49,284.20 -73% 

1377 FLORIDA STATE LOTTERY 13,268.70 14,009.80 -5% 

1378 MGM/UA UPTOWN GIRLS MOVIE 13,266.50 0 NA 

1379 MY BIG FAT GREEK WEDDING VIDEO 13,259.50 0 NA 

1380 DELTA AIRLINES CARGO DOM 13,259.30 5,329.40 149% 

1381 MILLSTONE COFFEE 13,256.60 19,817.00 -33% 

1382 GLUCERNA NUTRITIONAL BAR&RTS DRNK 13,242.80 11,894.30 11% 

1383 MATRIX RELOADED VIDEO 13,239.50 0 NA 

1384 AMSOUTH BANK CONSUMER SERVICES 13,238.70 10,598.20 25% 

1385 TJ MAXX CLOTHING STORE MEN & WOMEN 13,236.90 14,203.40 -7% 

1386 FRIENDLYS RESTAURANT 13,232.60 15,044.60 -12% 

1387 CHRISTIAN CHILDRENS FUND 13,228.50 20,491.20 -35% 

1388 PONTIAC DLR ASSN VAR AUTO&TRK 13,224.90 22,316.10 -41% 

1389 TOYOTA TRUCKS VAR 13,213.10 10,310.20 28% 

1390 BF GOODRICH AUTO TIRES 13,210.60 3,113.70 324% 

1391 MGM/UA DARK BLUE MOVIE 13,187.80 0 NA 

1392 CLOROX ULTRA LIQUID BLEACH 13,181.20 28,224.30 -53% 

1393 LAYS STAX POTATO CRISPS 13,156.10 0 NA 

1394 ORKIN EXTERMINATORS 13,153.00 11,713.10 12% 

1395 ACUVUE 2 COLOURS DISPOSABLE CNTCT LN 13,144.70 27,858.70 -53% 

1396 USPS PDTS & SERVICES 13,138.20 39,903.70 -67% 

1397 IAMS DRY CAT FOOD 13,115.80 799.80 1540% 

1398 CITIBANK VAR CREDIT CARDS 13,114.90 0 NA 

1399 COURTYARD BY MARRIOTT 13,092.40 11,322.50 16% 

1400 THRIVENT FIN/LUTHERANS CONSUMER SVC 13,077.90 5,754.90 127% 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1401 GIANT FOOD STORE 13,071.30 10,606.40 23% 

1402 MICROSOFT WINDOWS XP PROF SOFTWARE 13,066.90 5,073.10 158% 

1403 EPT PREGNANCY TEST 13,060.20 11,425.30 14% 

1404 TYLENOL SINUS SVR CNGSTN CAPLETS 13,060.10 0 NA 

1405 ARCHER DANIELS MIDLAND CP 13,052.10 16,140.70 -19% 

1406 PARISIAN DEPT APPAREL FAMILY 13,047.30 11,392.90 15% 

1407 TEXAS STATE LOTTERY 13,032.30 8,669.90 50% 

1408 SCOTT PAPER TOWELS 13,032.10 17,106.50 -24% 

1409 1-800-DENTIST 13,029.30 13,778.50 -5% 

1410 JUNO INTERNET SERVICES 13,016.30 6,361.10 105% 

1411 US ARMY RESERVES 13,007.00 9,009.40 44% 

1412 QWEST COMMUNICATIONS CP 12,993.10 6,638.70 96% 

1413 PUFFS PLUS FACIAL TISSUE 12,993.10 9,728.40 34% 

1414 CITI FINANCIAL CONSUMER SERVICES 12,970.30 70.80 18220% 

1415 CARFAX.COM ONLINE 12,967.10 6,746.40 92% 

1416 GOODYEAR AUTO TIRES 12,959.30 34,574.70 -63% 

1417 CITY FURNITURE STORE 12,952.50 12,215.10 6% 

1418 CHEVROLET DLR ASSN CAVALIER 12,941.00 5,940.70 118% 

1419 GREAT INDOORS STORE 12,932.40 18,760.70 -31% 

1420 SONY VAR MOVIES 12,913.40 9,762.40 32% 

1421 LORD/RINGS/TWO TOWERS VIDEO 12,909.70 0 NA 

1422 LIFE ALERT MISC DR 12,903.30 8,242.20 57% 

1423 APPLE POWERBOOK G4 PORTABLE COMPUTER 12,893.00 376.90 3321% 

1424 REVLON MOISTUROUS LIP COLOR 12,886.90 0 NA 

1425 SBC COMMUNICATIONS BUSINESS 12,871.60 2,471.20 421% 

1426 ROSS DISC CLOTHING STORE WOMEN 12,857.50 10,644.30 21% 

1427 DOUBLEDAY BOOK CLUB DR 12,856.40 11,846.40 9% 

1428 POST MAPLE PECAN CRUNCH CRL 12,852.00 0 NA 

1429 WARNER BROS GRIND MOVIE 12,837.10 0 NA 

1430 ADIDAS SNEAKERS MEN 12,808.80 28,991.40 -56% 

1431 MILKY WAY CANDY BAR 12,802.90 12,362.70 4% 

1432 BUENA VISTA HOME VIDEOS VAR VIDEOS 12,796.00 8,812.80 45% 

1433 RALLYS HAMBURGERS 12,790.20 16,146.10 -21% 

1434 ALLSTATE HOMEOWNERS INSURANCE 12,778.30 53.80 23651% 

1435 MAZDA TRUCKS TRIBUTE 12,772.60 14,696.20 -13% 

1436 US MARINES 12,761.60 15,850.10 -19% 

1437 ARDLEIGH-ELLIOTT COLLECTIBLES DR 12,740.20 14,256.20 -11% 

1438 CALIFORNIA ALMOND BOARD ALMONDS 12,730.50 14,529.80 -12% 

1439 SWIFFER DUST CLOTH KIT 12,723.50 8,088.40 57% 

1440 ST IVES SWISS FRML APRICOT SCRUB 12,721.00 10,895.10 17% 

1441 SUNNY DELIGHT RTS SINGLES FRUIT DRNK 12,710.10 5,290.80 140% 

1442 WHIRLPOOL WASHER & DRYER 12,704.50 18,443.90 -31% 

1443 MINUTE MAID PREMIUM RTS ORANGE JUICE 12,691.70 333.70 3703% 

1444 TIDY CATS SCOOP LITTER 12,686.00 5,467.60 132% 

1445 SATURN DLR ASSN VAR AUTO&TRK 12,673.70 2,243.00 465% 

1446 UNCLE BENS RICE BOWLS FROZEN ENTREES 12,663.30 108.00 11625% 

1447 CLAIROL HERBAL ESSENCES BODY WASH 12,662.10 1,416.90 794% 

1448 HOMEDICS DRUGS & TOIL & FOUNTAINS 12,661.70 0 NA 

1449 BRAUN SYNCRO SELF CLEANING SHVR M 12,630.80 14,680.00 -14% 

1450 SUDAFED SINUS&ALLERGY TABLETS 12,620.80 0 NA 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1451 AAMCO TRANSMISSIONS SVC 12,613.60 15,258.80 -17% 

1452 PASTA RONI HOMESTYLE DLX PASTA MIXES 12,605.20 0 NA 

1453 PAYLESS SHOESOURCE FAMILY 12,604.10 7,632.40 65% 

1454 AMERICAN EXPRESS GIFT CHEQUES 12,598.50 3,407.20 270% 

1455 FIRST 5 CA ORG 12,597.30 0 NA 

1456 SANTA CLAUSE 2 VIDEO 12,586.70 0 NA 

1457 MICHELOB AMBERBOCK BEER 12,580.80 7,166.10 76% 

1458 HELZBERG JEWELERS 12,564.10 9,977.30 26% 

1459 PFIZER INC CP 12,552.30 7,116.30 76% 

1460 UBS PAINEWEBBER INC CP 12,533.00 2,845.50 340% 

1461 SONY PLAYSTATION 2 JAK II VIDEO GAME 12,529.70 0 NA 

1462 QUIRK AUTOS 12,525.50 12,742.70 -2% 

1463 EDUCATION DIRECT CORR SCH DR 12,525.30 14,325.80 -13% 

1464 SBC YAHOO DSL INTERNET SERVICES 12,516.60 6,229.50 101% 

1465 ALMAY NEARLY NAKED LIQUID MAKEUP 12,514.60 0 NA 

1466 MEIJER DISC MULTI-PDTS 12,512.90 15,206.30 -18% 

1467 PANTENE PRO-V SHAMPOO 12,511.90 5,921.00 111% 

1468 WAL-MART DISC SPORT/TOY/HOBBY 12,501.60 10,782.30 16% 

1469 SPORTS ILLUSTRATED MAG SUBS DR 12,501.20 18,812.20 -34% 

1470 KRAFT EASY MAC MACARONI&CHEESE DNR 12,466.90 13,480.50 -8% 

1471 CHEAP TICKETS TRAVEL 12,460.40 15,948.50 -22% 

1472 BAERS FURNITURE STORE 12,456.20 10,957.70 14% 

1473 ENZYTE DRUGS/TOILETRIES DR 12,455.10 10,165.80 23% 

1474 REMINGTON TITANIUM ELECTRIC SHAVER M 12,441.90 0 NA 

1475 MITSUBISHI TRUCKS OUTLANDER 12,436.30 43,466.20 -71% 

1476 MERCURY TRUCKS MOUNTAINEER 12,415.90 25,428.90 -51% 

1477 NIKE SNEAKERS WOMEN 12,411.90 1,133.40 995% 

1478 CALIFORNIA MILK ADVR BRD CHEESE 12,405.60 13,423.30 -8% 

1479 SOUTHWESTERN BELL LD RESIDENTIAL 12,398.50 12,383.40 0% 

1480 HOVEROUND DRUGS/TOILETRIES DR 12,397.30 7,345.90 69% 

1481 ALMAY BRIGHT EYES MASCARA 12,384.80 0 NA 

1482 FEMRING ESTROGEN RX 12,381.70 0 NA 

1483 FRISKIES CAT FOOD & TREATS 12,381.10 0 NA 

1484 MILLER HIGH LIFE BEER 12,375.60 13,474.80 -8% 

1485 VERIZON LONG DISTANCE BUSINESS & RES 12,362.30 4,479.50 176% 

1486 ORCHARD SUPPLY HARDWARE 12,360.70 10,448.90 18% 

1487 MICHELIN AUTO TIRES 12,329.90 26,085.60 -53% 

1488 NEW LINE DUMB&DMBR/WHN HRY MT LYD 12,326.60 0 NA 

1489 VITAL BASICS DRUGS/TOILETRIES DR 12,324.10 578.00 2032% 

1490 BUICK TRUCKS RENDEZVOUS 12,323.80 58,650.40 -79% 

1491 WRIGLEYS WINTERFRESH GUM 12,321.90 19,763.70 -38% 

1492 STAYFREE MAXI PADS 12,307.00 12,122.10 2% 

1493 LIPTON ASIAN SIDES NOODLE MIX 12,306.80 10,986.70 12% 

1494 ALAMO RENT-A-CAR 12,299.70 18,385.70 -33% 

1495 HARRY POTTER&CHMBR/SCRTS VIDEO 12,280.50 0 NA 

1496 ABSOLUT FLAVORED VODKA 12,278.90 8,768.40 40% 

1497 DAWN DISHWASHING LIQ 12,259.50 13,626.90 -10% 

1498 NABISCO UH-OH OREO COOKIES 12,257.80 0 NA 

1499 BAND-AID LIQUID BANDAGES 12,251.20 6,769.20 81% 

1500 NORTHWESTERN MUTUAL FIN CONSUMER SVC 12,249.70 11,031.70 11% 


BRAND INDEX 

PILLSBURY FROZEN TOASTER STRUDEL 1930 

PILLSBURY GRANDS REFRIG BISCUITS 1870 

PILLSBURY HOME BKD CLSCS FRZN ROLLS 1922 

PILLSBURY READY TO BAKE COOKIES 1149 

PINE-SOL LIQUID CLEANER 569 

PIRATES OF THE CARIBBEAN VIDEO 967 

PIZZA HUT RESTAURANT 30 

PLANTERS NUTS 1514 

PLAVIX BLOOD THINNER RX 145 

PLAYTEX BRAS WOMEN 1364 

PLAYTEX GENTLE GLIDE TAMPONS 852 

PLEASANT HOLIDAY TOURS 1229 

PLEDGE GRAB IT MOP 1294 

PNC BANK CONSUMER SERVICES 758 

POL-GOVERNOR 738 

POL-MAYOR 1035 

POLAROID ONE CAMERA 1622 

POLO BLUE FRAGRANCE MEN 1788 

PONTIAC AUTO&TRK DIV CP 784 

PONTIAC AUTO&TRK VAR 1173 

PONTIAC AUTOS GRAND AM 2000 

PONTIAC AUTOS GRAND PRIX 120 

PONTIAC AUTOS VAR 1599 

PONTIAC DLR ASSN GRAND AM 1317 

PONTIAC DLR ASSN GRAND PRIX 1095 

PONTIAC DLR ASSN VAR AUTO&TRK 1388 

POPABLES CANDY 827 

POPEYES FRIED CHCKN REST 865 

PORSCHE TRUCKS CAYENNE 504 

POST GRAPE NUTS&SHREDDED WHT 1097 

POST HONEY BNCHS/OTS&STRWBRS 1924 

POST HONEY BUNCHES/OATS CRL 1585 

POST MAPLE PECAN CRUNCH CRL 1428 

POWERADE RTS SPORTS BEVERAGE 1884 

PRAVACHOL CHOLESTEROL RX 591 

PREGO SPAGHETTI SAUCE 864 

PREVACID HEARTBURN RX 67 

PRICELINE.COM TRAVEL ONLINE 602 

PRILOSEC OTC HEARTBURN CONTROL 473 

PRIME TV SATELLITE SVC 1961 

PRINCESS CRUISES 952 

PRINCIPAL FIN GROUP CONSUMER SVC 646 

PRINGLES POTATO CRISPS 494 

PROCRIT ANEMIA RX 151 

PROCTER & GAMBLE HH CLEANING PDTS 1764 

PROGRESSIVE AUTO INSURANCE 86 

PROGRESSIVE.COM AUTO INS ONLINE 335 

PROGRESSO RICH & HEARTY SOUP 1844 

PROGRESSO SOUP 748 

PROPEL FITNESS FLAVORED BOTTLED WTR 447 

PRUDENTIAL CA REALTY 980 

PRUDENTIAL FINANCIAL CONSUMER SVC 1199 

PUBLIC STORAGE RNTL SPC 1807 

PUBLISHERS CLEARING HS 1641 

PUBLIX SUPERMARKETS 331 

PUERTO RICAN RUMS 1202 

PUFFS PLUS FACIAL TISSUE 1413 

PULL-UPS DISPOSABLE PANTS 847 

PUR WATER FILTER SYSTEM 391 

PURINA BENEFUL DRY DOG FOOD 1219 

PURINA DOG CHOW DRY DOG FOOD 1573 

PURINA ONE DRY DOG FOOD 1287 

PURINA PUPPY CHOW DRY PUPPY FOOD 1624 

PURITANS PRIDE INC DRUGS/TOIL DR 1216 

QUAKER FRUIT&OTML TSTBLS TSTR PSTRS 1780 

QUAKER INSTANT OATMEAL 786 

QUAKER LIFE CEREAL 965 

QUAKER OATMEAL BREAKFAST SQUARES 1670 

QUAKER QUAKES CORN RINGS 1664 

QUALITY CARE PARTS & SERVICE 581 

QUEST LIGHT CIGARETTES 843 

QUILTED NORTHERN BATHROOM TISSUE 987 

QUIRK AUTOS 1462 

QUIZNOS CLASSIC SUBS 379 

QWEST COMM LONG DISTANCE RESIDENTIAL 1852 

QWEST COMMUNICATIONS BUSINESS 1709 

QWEST COMMUNICATIONS CP 1412 

RADIO SHACK ELECT STR 26 

RADISSON SEVEN SEAS CRUISES 1956 

RAGU RICH & MEATY PASTA SAUCE 870 

RALLYS HAMBURGERS 1433 

RALPHS FOOD STORE 770 

RANDALLS FOOD MARKETS 1891 

RAYMOUR&FLANIGAN FRN STR 604 

RAZOR & TIE VAR RECORDINGS DR 1773 

RE/MAX REAL ESTATE 244 

RECREATIONAL FCTRY WRHS 1913 

RED BULL ENERGY BEVERAGE 396 

RED LOBSTER RESTAURANT 111 

RED ROOF INNS 1592 

REEBOK SNEAKERS MEN 1142 

REESES PEANUT BUTTER CUPS 822 

REGAL ENTER GROUP 904 

REMICADE RHEUMATOID ARTHRITIS RX 780 

REMINGTON TITANIUM ELECTRIC SHAVER M 1474 

RENT-A-CENTER 759 

RETIN-A MICRO ACNE RX 1059 

REVLON COLORSTAY OVRTM LIP COLOR 1004 

REVLON COLORSTAY STY NTR LIQ FNDTN 1533 

REVLON HIGH DIMENSION HAIR COLOR 776


REVLON LIPGLIDE CLR GLS LIP COLOR 1986 

REVLON MOISTUROUS LIP COLOR 1424 

REYNOLDS WRAP RELEASE NON STICK FOIL 1798 

RHINOCORT AQUA NASAL RX 1325 

RHODES FURNITURE STORE 892 

RICHS-MACYS DEPT MISC 721 

RIDERS JEANS WOMEN 1293 

RIGHT GUARD POWER STRIPE SOLID DEOD 1604 

RITE AID PHARMACY 937 

ROAD RUNNER INTERNET SERVICES 1513 

ROBINSONS MAY DEPT DRUGS/TOILETRIES 1656 

ROBINSONS MAY DEPT SALES ANNC 180 

ROCHER CANDY 1234 

ROCKSTAR GAMES GRAND THEFT AT VC CTY 1357 

ROGAINE HAIR TREATMENT FOR WOMEN 1363 

ROLAIDS EXTRA STRENGTH ANTACID 1758 

ROLEX WATCHES 441 

ROMANOS MACARONI GRILL 1047 

ROOMS TO GO FURN STR 92 

ROOMSTORE FURN&ACCS STR 588 

ROSS DISC CLOTHING STORE MEN & WOMEN 1650 

ROSS DISC CLOTHING STORE WOMEN 1426 

ROUNDUP WEED KILLER 1204 

ROYAL CARIBBEAN CRUISES 172 

RUFFLES POTATO CHIPS 1551 

SAAB AUTOS 9-3 831 

SAAB AUTOS 9-3 LEASING 576 

SAAB DLR ASSN VAR AUTOS 363 

SAFE AUTO INS AGENCY 761 

SAFEWAY FOOD STORE 199 

SAKS FIFTH AVENUE DEPT APPAREL WOMEN 1329 

SALEM MENTHOL CIGARETTES 880 

SAM ADAMS LIGHT BEER 1517 

SAMSUNG DIGITAL PHONES 953 

SAMSUNG TV 1660 

SAMUEL ADAMS BOSTON LAGER 725 

SANDALS RESORTS CARIBBEAN 1501 

SANTA CLAUSE 2 VIDEO 1456 

SAP VAR SOFTWARE 1835 

SARA LEE BREAD 1100 

SAS INSTITUTE VAR SOFTWARE 1914 

SATURN AUTO&TRK VAR 176 

SATURN AUTOS ION 104 

SATURN AUTOS LS 995 

SATURN DLR ASSN VAR AUTO&TRK 1445 

SATURN DLR ASSN VAR AUTOS 146 

SATURN TRUCKS VUE 1029 

SAV-ON DRUG STORE 1110 

SBC COMM LONG DIST BUSINESS 1733 

SBC COMM LONG DIST RESIDENTIAL 203 

SBC COMMUNICATIONS BUSINESS 1425 

SBC COMMUNICATIONS INC CP 156 

SBC COMMUNICATIONS INTERNET SERVICES 220 

SBC COMMUNICATIONS RESIDENTIAL 78 

SBC COMMUNICATIONS YELLOW PAGES 1587 

SBC PACIFIC BELL TLPHN RESIDENTIAL 1098 

SBC YAHOO DSL INTERNET SERVICES 1464 

SC JOHNSON CP 1621 

SCHICK INTUITION SHAVER WOMEN 426 

SCHICK QUATTRO RAZOR MEN 1106 

SCOOTER STORE DRUGS/TOILETRIES DR 219 

SCOTT BATHROOM TISSUE 1177 

SCOTT PAPER TOWELS 1408 

SCOTTS TURF BUILDER FERTILIZER 859 

SEA WORLD PARKS 1067 

SEAMANS FURNITURE STORE 932 

SEARS DEPT APPAREL FAMILY 845 

SEARS DEPT APPAREL MEN & WOMEN 1643 

SEARS DEPT APPAREL WOMEN 1164 

SEARS DEPT APPLIANCES 91 

SEARS DEPT AUTOMOTIVE 655 

SEARS DEPT BUILDING SUPPLIES 1353 

SEARS DEPT ELECTRONICS 1597 

SEARS DEPT JEWELRY/OPTICAL 1226 

SEARS DEPT MISC 54 

SEARS DEPT MULTI-PDTS 838 

SEARS DEPT SALES ANNOUNCEMENT 64 

SEARS HOMECENTRAL SVC 1590 

SECRET SKIN RENEWAL STICK DEOD 992 

SELECT COMFORT DRCT CORP HH DR 288 

SELECT QUOTE INS SVC 1135 

SERENITY DRIACTIVE BLDR CNTRL LNRS 1210 

SERTA MATTRESSES 674 

SHARPER IMAGE APPLIANCES DR 1753 

SHARPER IMAGE HOUSEHOLD DR 1207 

SHARPER IMAGE MULTI-PDTS DR 1687 

SHEER BLONDE SHAMPOO 1613 

SHELL GASOLINE 518 

SHELL OIL CO CP 658 

SHERATON HOTELS 1017 

SHERWIN-WILLIAMS PNT STR 618 

SHOP RITE SUPERMARKETS 1154 

SHOWTIME CABLE TV 974 

SIEMENS CORP CP 1081 

SIERRA MIST SOFT DRINK 289 

SIGNS VIDEO 1695 

SILVER CARE INSURANCE DR 1297 

SIMPLY ORANGE RTS ORANGE JUICE 1270 

SINGULAIR RX 65 

SIRIUS SATELLITE RADIO SYSTEM 653 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

1501 SANDALS RESORTS CARIBBEAN 12,231.30 21,983.80 -44% 

1502 SUNSETTER HOME & BUILDING PDTS DR 12,225.10 12,407.90 -1% 

1503 MAXWELL HOUSE COFFEE 12,221.00 7,888.80 55% 

1504 DAWN COMPLETE DISHWASHING LIQUID 12,219.30 0 NA 

1505 CASTROL SYNTEC MOTOR OIL 12,209.00 8,561.00 43% 

1506 COLUMBIA HOUSE DVD CLUB VAR VDS DR 12,201.60 16,806.20 -27% 

1507 WHITE CASTLE RESTAURANT 12,179.60 13,625.50 -11% 

1508 CANADA TP 12,178.50 5,752.00 112% 

1509 WISH-BONE RANCH UP SALAD DRESSING 12,172.90 0 NA 

1510 ART INSTITUTE INTL 12,172.80 11,721.80 4% 

1511 ZEST DEOD SOAP 12,171.90 6,801.40 79% 

1512 MILLER GENUINE DRAFT & LITE BEER 12,168.60 682.60 1683% 

1513 ROAD RUNNER INTERNET SERVICES 12,159.10 12,458.00 -2% 

1514 PLANTERS NUTS 12,157.10 2,492.90 388% 

1515 NASACORT AQ NASAL RX 12,155.80 11,278.20 8% 

1516 CURVES FOR W FITNESS CTR 12,153.80 1,476.40 723% 

1517 SAM ADAMS LIGHT BEER 12,146.40 18,197.90 -33% 

1518 AIR JAMAICA AIRLINES INTL 12,129.10 40,080.70 -70% 

1519 DANNON LIGHT N FIT RTS SMOOTHIES 12,128.80 0 NA 

1520 NEW LINE REAL CANCUN MOVIE 12,127.70 0 NA 

1521 BLUE CROSS&BLUE SHIELD MEDICAL INS 12,121.10 14,650.30 -17% 

1522 DAYQUIL LIQUICAPS 12,090.20 8,298.30 46% 

1523 AMERICAN BLND&WLPR FCTRY HH DR 12,085.10 6,808.60 77% 

1524 ANTWERPEN MOTORCARS 12,079.00 4,284.50 182% 

1525 ADVIL PAIN RELIEVER TABLETS 12,070.40 20,101.50 -40% 

1526 SUBARU AUTOS IMPREZA 12,063.90 17,074.80 -29% 

1527 BUENA VISTA JUNGLE BOOK II MOVIE 12,051.70 0 NA 

1528 AAA WORLD WIDE TRAVEL 12,038.70 10,788.60 12% 

1529 FRESH STEP LITTER 12,025.70 13,274.10 -9% 

1530 BETTY CROCKER HMBRGR HLP DINNER 12,019.80 11,276.40 7% 

1531 TOYOTA AUTOS COROLLA & MATRIX 12,018.40 16,145.30 -26% 

1532 CASCADE 2 IN 1 ACTN PAC DSHWSHR DET 12,013.00 0 NA 

1533 REVLON COLORSTAY STY NTR LIQ FNDTN 12,000.10 0 NA 

1534 L’ORÉAL ENDLESS LIP COLOUR 11,975.90 22,113.50 -46% 

1535 METAGLIP DIABETES RX 11,971.10 0 NA 

1536 CDW COMPUTER CENTER 11,962.80 10,872.80 10% 

1537 NEW LINE HOW TO DEAL MOVIE 11,956.10 0 NA 

1538 TUESDAY MORNING STORES 11,941.20 8,190.60 46% 

1539 KELLOGGS SPECIAL K RED BERRIES 11,937.90 25,300.50 -53% 

1540 NATIONWIDE VAR INSURANCE 11,935.50 5,820.50 105% 

1541 PEPTO-BISMOL ANTACID LIQUID 11,930.60 17,186.60 -31% 

1542 ACCU-CHEK COMPACT GLUCOSE MONITOR 11,924.60 15,946.40 -25% 

1543 MAYBELLINE WET SHN DMNDS LIQ LIP CLR 11,920.80 0 NA 

1544 KLEENEX ULTRA FACIAL TISSUE 11,917.50 21,313.20 -44% 

1545 JACKSON HEWITT TAX&FIN CON SVC 11,916.60 10,791.60 10% 

1546 EPIPEN ANAPHYLAXIS RX 11,906.80 0 NA 

1547 SONY DARKNESS FALLS MOVIE 11,899.60 361.20 3194% 

1548 MERCEDES BENZ AUTOS CLK 11,897.30 5,796.10 105% 

1549 ARM&HAMMER ADVANCE WHITE TOOTHPASTE 11,858.60 11,919.90 -1% 

1550 GOLF CHANNEL CABLE TV 11,858.40 13,605.10 -13% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1551 RUFFLES POTATO CHIPS 11,822.70 0 NA 

1552 INFINITI AUTO&TRK FX & G35 11,820.10 0 NA 

1553 BUENA VISTA CALENDAR GIRLS MOVIE 11,805.80 0 NA 

1554 CIGNA BUSINESS INSURANCE 11,792.80 4,823.60 144% 

1555 HARLEY-DAVIDSON MOTORCYCLE 11,785.30 6,392.70 84% 

1556 SPRAY N WASH LIQUID STAIN REMOVER 11,783.20 0 NA 

1557 GENERAL MOTORS CORP VAR TRUCKS 11,766.90 2,977.00 295% 

1558 E ENTERTAINMENT CABLE TV 11,765.50 11,375.40 3% 

1559 FOX SEARCHLIGHT ANTWONE FISHER MOVIE 11,751.30 9,566.50 23% 

1560 SWANSON BROTH 11,740.30 13,225.20 -11% 

1561 UPN TV NETWORK 11,724.40 8,919.60 31% 

1562 CRYSTAL LIGHT FRUIT DRINK MIX & RTS 11,717.80 314.70 3623% 

1563 ADOBE ACROBAT SOFTWARE 11,706.60 21,878.40 -46% 

1564 TOYOTA TRUCKS SEQUOIA 11,704.90 15,594.50 -25% 

1565 VONS SUPERMARKET 11,703.60 12,736.00 -8% 

1566 KRAFT FRESHPREP REFRIG MEAL KIT 11,699.50 0 NA 

1567 MIRAMAX MY BOSS’ DAUGHTER MOVIE 11,698.30 0 NA 

1568 CASCADE COMPLETE LIQ DISHWASHER DET 11,692.50 7,554.20 55% 

1569 PENLAC NAIL FUNGUS RX 11,683.50 10,040.90 16% 

1570 BEST WESTERN HOTELS 11,680.00 12,270.30 -5% 

1571 PENNZOIL MOTOR OIL 11,664.50 10,470.10 11% 

1572 VASELINE INTNSV CR/CMPLX LOTION 11,662.40 0 NA 

1573 PURINA DOG CHOW DRY DOG FOOD 11,662.40 9,030.00 29% 

1574 NESTLE TOLL HOUSE ULTMT READY/BK CKS 11,658.20 0 NA 

1575 CHEVROLET AUTOS CAVALIER 11,655.40 21,674.10 -46% 

1576 WEICHERT RE DEV 11,650.80 8,378.60 39% 

1577 DEUTSCHE BANK AG CP 11,647.30 2,644.60 340% 

1578 FRED MEYER DISC MULTI-PDTS 11,641.40 9,762.10 19% 

1579 NEUTROGENA HYDRATING FCL CLTH MSK 11,638.00 0 NA 

1580 PASTA PRO HOUSEHOLD DR 11,633.40 5,185.80 124% 

1581 SMITH BARNEY INC CONSUMER SERVICES 11,633.00 0 NA 

1582 GREATER BOSTON RE BOARD 11,609.80 5,502.20 111% 

1583 BUENA VISTA PIGLETS BIG MOVIE 11,609.70 0 NA 

1584 ADIDAS ADRENALINE FRAGRANCE MEN 11,598.20 0 NA 

1585 POST HONEY BUNCHES/OATS CRL 11,584.70 9,220.90 26% 

1586 ART INSTRUCTION CORR SCH DR 11,579.40 7,537.50 54% 

1587 SBC COMMUNICATIONS YELLOW PAGES 11,575.40 212.4 5350% 

1588 COMEDY CENTRAL CABLE TV 11,551.60 6,238.20 85% 

1589 CALIFORNIA DEPT/HLTH SVC 11,547.50 12,921.20 -11% 

1590 SEARS HOMECENTRAL SVC 11,541.90 14,557.60 -21% 

1591 DEMETRIOS BRIDAL GOWNS WOMEN 11,522.00 5,088.20 126% 

1592 RED ROOF INNS 11,517.00 11,113.40 4% 

1593 BMW AUTOS 3-SERIES LEASING 11,515.90 586.20 1865% 

1594 KINSELLA MISC FIN 11,513.80 5,107.60 125% 

1595 STETSON UNTAMED FRAGRANCE MEN 11,509.20 0 NA 

1596 EQUAL SWEETENER 11,506.10 6,450.10 78% 

1597 SEARS DEPT ELECTRONICS 11,501.90 14,346.30 -20% 

1598 DELTA FAUCETS 11,489.70 10,258.40 12% 

1599 PONTIAC AUTOS VAR 11,487.20 5,053.40 127% 

1600 B&H PHOTO CORP MULTI-PDTS DR 11,477.90 13,562.80 -15% 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1601 GARDEN RIDGE PTRY&HM DCR 11,471.60 18,236.30 -37% 

1602 JELD-WEN DOORS & WINDOWS 11,462.50 0 NA 

1603 JOSE CUERVO ESPECIAL TEQUILA 11,443.50 12,794.40 -11% 

1604 RIGHT GUARD POWER STRIPE SOLID DEOD 11,439.30 0 NA 

1605 CENTRUM PERFORMANCE VITAMINS 11,433.00 12,330.50 -7% 

1606 NTB NATL TIRE & BATTERY 11,402.80 7,731.50 47% 

1607 CHRYSLER DA/VAR AUTO&TRK & JEEP DA 11,392.90 1,477.00 671% 

1608 DSW SHOE WAREHOUSE MEN & WOMEN 11,365.70 6,240.80 82% 

1609 FEDEX INTL 11,363.30 15,155.20 -25% 

1610 LAND ROVER VEHICLES DISCOVERY LSG 11,355.90 5,296.70 114% 

1611 LIFETIME CABLE TV 11,354.00 11,713.80 -3% 

1612 MGM/UA A GUY THING MOVIE 11,353.20 714.40 1489% 

1613 SHEER BLONDE SHAMPOO 11,339.90 1,848.60 513% 

1614 MARSHALL FIELDS DEPT MISC 11,314.00 11,853.40 -5% 

1615 JENNIFER CONVERTIBLES ST 11,310.50 9,339.00 21% 

1616 ALLSTATE AUTO & HOMEOWNERS INS 11,288.20 1.00 1.1M% 

1617 MATCH.COM DATING SERVICE ONLINE 11,269.50 10,992.60 3% 

1618 YASMIN CONTRACEPTIVE RX 11,258.10 10,577.20 6% 

1619 VIACTIV SOFT CALCIUM CHEWS 11,252.30 17,281.20 -35% 

1620 MACYS DEPT JEWELRY/OPTICAL 11,244.90 11,561.70 -3% 

1621 SC JOHNSON CP 11,236.70 13,516.90 -17% 

1622 POLAROID ONE CAMERA 11,230.10 0 NA 

1623 LAND ROVER DLR ASSN DSCVRY&RNG RVR 11,221.40 17,040.40 -34% 

1624 PURINA PUPPY CHOW DRY PUPPY FOOD 11,211.10 14,298.30 -22% 

1625 AMERICAN CLG/GSTRNTRLGY 11,202.80 1,294.00 766% 

1626 TOYOTA DLR ASSN COROLLA & MATRIX 11,193.50 3,790.80 195% 

1627 COMMERCE BANK CONSUMER SERVICES 11,185.00 9,534.10 17% 

1628 COLGATE SIMPLY WHT NGHT WHITENING GL 11,184.90 0 NA 

1629 MOTEL 6 MOTELS 11,174.20 10,756.00 4% 

1630 AVON ANEW RETROACTIVE SKIN CREAM 11,169.30 1,473.50 658% 

1631 GEORGIA STATE LOTTERY 11,167.90 11,715.80 -5% 

1632 KMART DISC HOUSEHOLD 11,158.20 6,651.90 68% 

1633 NOKIA N-GAGE GAME SYSTEM 11,156.30 0 NA 

1634 CLOROX HOME & BUILDING SUPPLIES 11,141.90 2,953.30 277% 

1635 INFOTRAK NATL DATA SVC 11,136.20 999.20 1015% 

1636 MACYS DEPT MULTI-PDTS 11,133.80 9,127.50 22% 

1637 WALT DISNEY VAR MOVIES 11,131.00 8,882.60 25% 

1638 DAVID YURMAN JEWELERS 11,126.60 5,383.00 107% 

1639 GLUCOVANCE DIABETES RX 11,121.60 31,268.40 -64% 

1640 L’ORÉAL WRINKLE DE-CREASE CREAM 11,114.30 0 NA 

1641 PUBLISHERS CLEARING HS 11,065.70 9,388.40 18% 

1642 DOVE ESSENTIAL NTRNTS SKIN CARE PDTS 11,055.60 0 NA 

1643 SEARS DEPT APPAREL MEN & WOMEN 11,055.60 997.8 1008% 

1644 BUENA VISTA VERONICA GUERIN MOVIE 11,039.70 0 NA 

1645 ATLANTIS RESORT BAHAMAS 11,033.00 9,555.50 15% 

1646 OLD SPICE HIGH ENDURANCE SOLID ANTIP 11,032.20 873.30 1163% 

1647 SNICKERS.COM ONLINE 11,031.50 0 NA 

1648 IGIA DIRECT INC DRUGS/TOILETRIES DR 11,023.80 15,244.80 -28% 

1649 CHEVROLET AUTOS VAR 11,018.90 49,551.40 -78% 

1650 ROSS DISC CLOTHING STORE MEN & WOMEN 11,016.40 8,021.50 37% 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1651 CHURCHS FRIED CHCKN REST 11,015.60 12,212.30 -10% 

1652 SNICKERS ALMOND CANDY 11,015.40 0 NA 

1653 GOLDEN CORRAL RESTAURANT 11,013.10 8,678.60 27% 

1654 NIVEA FOR MEN AFTER SHAVE BALM MEN 11,012.60 12,486.20 -12% 

1655 VOLKSWAGEN AUTOS GTI 11,011.70 1,709.30 544% 

1656 ROBINSONS MAY DEPT DRUGS/TOILETRIES 11,002.90 11,435.00 -4% 

1657 3M FILTRETE AIR FILTER 10,997.70 11,551.20 -5% 

1658 ST IVES SWISS FRML 24 HR LOTION 10,996.30 0 NA 

1659 GLADWARE FOOD STORAGE CONTAINERS 10,959.20 13,153.80 -17% 

1660 SAMSUNG TV 10,939.40 12,612.50 -13% 

1661 KELLOGGS NUTRI-GRAIN CEREAL BARS 10,939.20 5,191.00 111% 

1662 BUICK AUTOS VAR 10,929.00 29,005.40 -62% 

1663 DOVE ESSENTIAL NTRNTS CLEANSING PLW 10,920.60 0 NA 

1664 QUAKER QUAKES CORN RINGS 10,914.30 0 NA 

1665 FORD AUTOS THUNDERBIRD 10,913.40 26,947.90 -60% 

1666 MAYBELLINE WONDER FINISH LIQ/PWD FND 10,884.70 0 NA 

1667 DREAMWORKS BIKER BOYZ MOVIE 10,879.60 3.30 329K% 

1668 JEWELRY FACTORY 10,869.10 9,962.10 9% 

1669 EYEMASTERS OPTICAL CTR 10,866.40 9,161.10 19% 

1670 QUAKER OATMEAL BREAKFAST SQUARES 10,855.90 870.80 1147% 

1671 LG WASHER & DRYER 10,853.60 58.40 18485% 

1672 101 DALMATIANS II VIDEO 10,841.20 0 NA 

1673 BEEF INDUSTRY COUNCIL BEEF 10,833.90 13,214.30 -18% 

1674 NESTLE GOOD START SUPREME FRML 10,830.60 0 NA 

1675 STRIVECTIN-SD ANTI-WRINKLE TREATMENT 10,825.80 0 NA 

1676 DOW JONES NEWSWIRES ONLINE 10,808.40 12,458.60 -13% 

1677 J&R MUSIC/WRLD ELECT STR 10,804.90 10,597.10 2% 

1678 20TH CENTURY FOX MSTR&CMNDR/SD WD MV 10,796.80 0 NA 

1679 BENEFIBER FIBER LAXATIVE 10,789.90 12,271.80 -12% 

1680 WALL ST JOURNAL NWSPR ONLINE 10,770.20 6,466.20 67% 

1681 MGM/UA IT RUNS IN/FAM MV 10,768.80 0 NA 

1682 ORECK FACTORY STORE 10,757.30 190.80 5538% 

1683 GLAD FRESH PROTECT FOOD STORAGE BAGS 10,744.30 17,807.50 -40% 

1684 DSW SHOE WAREHOUSE WOMEN 10,743.00 198.80 5304% 

1685 SOUTHTRUST BANK CONSUMER SERVICES 10,730.10 10,644.70 1% 

1686 CADILLAC DLR ASSN VAR AUTOS 10,727.90 13,910.20 -23% 

1687 SHARPER IMAGE MULTI-PDTS DR 10,693.90 3,511.80 205% 

1688 GOODYEAR AUTO & TRUCK TIRES 10,668.40 8,484.20 26% 

1689 ADORAMA MISC DR 10,647.80 6,309.80 69% 

1690 THOMASVILLE FURNITURE 10,646.20 7,399.30 44% 

1691 KOHLS DEPT APPAREL WOMEN 10,642.40 4,338.00 145% 

1692 CAPITAL ONE FED SVNG BNK CON SVC 10,627.50 1,446.20 635% 

1693 JAMAICA TP 10,626.70 8,046.30 32% 

1694 MERCK & CO INC OSTEOARTHRITIS 10,617.50 9,473.10 12% 

1695 SIGNS VIDEO 10,612.50 2,947.00 260% 

1696 HOM FURNITURE STORE 10,603.80 7,903.90 34% 

1697 EGG BEATERS EGG SUBSTITUTE 10,592.00 7,198.10 47% 

1698 BAHAMAS TP 10,592.00 12,607.30 -16% 

1699 LEVER 2000 MOISTURE RSPN MSTRZNG BR 10,575.30 18,216.10 -42% 

1700 ALAVERT D-12 ALLERGY & SINUS TABLETS 10,570.40 0 NA 


BRAND INDEX 

SIX FLAGS THEME PARKS 455 

SKECHERS SHOES & SNEAKERS M & W 1982 

SKINTIMATE SHAVE GEL WOMEN 1803 

SKITTLES FRUIT CHEW CANDY 1200 

SKOAL CHEWING TOBACCO 1960 

SLEEPYS MATTRESS STORE 720 

SLIM FAST MEAL BARS 956 

SMART & FINAL WHOLESALER 1911 

SMIRNOFF ICE MALT LIQUOR 1376 

SMIRNOFF ICE TRIPLE BLCK MALT LIQUOR 851 

SMITH BARNEY INC CONSUMER SERVICES 1581 

SMUCKERS SUGAR FREE PRSRVS 1774 

SNICKERS ALMOND CANDY 1652 

SNICKERS CANDY BAR 415 

SNICKERS.COM ONLINE 1647 

SOFT & DRI POWER STRIPE SLD DEOD 1760 

SONIC RESTAURANT 250 

SONICARE ELITE SONIC TOOTHBRUSH 436 

SONY ADAPTATION MOVIE 1362 

SONY ANGER MGT MOVIE 402 

SONY BAD BOYS 2 MOVIE 399 

SONY BASIC MOVIE 671 

SONY BIG FISH MOVIE 921 

SONY CHARLIES ANGELS/THROTTLE 421 

SONY DADDY DAY CARE MOVIE 429 

SONY DARKNESS FALLS MOVIE 1547 

SONY GIGLI MOVIE 1083 

SONY HOLLYWOOD HOMICIDE MOVIE 536 

SONY IDENTITY MOVIE 800 

SONY IN THE CUT MOVIE 1724 

SONY MEDALLION MOVIE 1125 

SONY MISSING MOVIE 544 

SONY MONA LISA SMILE MOVIE 490 

SONY NATIONAL SECURITY MOVIE 893 

SONY ONCE UPON/TIME/MEXICO MV 773 

SONY PLAYSTATION 2 GETAWAY VIDEO GM 1702 

SONY PLAYSTATION 2 JAK II VIDEO GAME 1461 

SONY PLAYSTATION 2 VAR VIDEO GMS&SYS 1704 

SONY RADIO MOVIE 498 

SONY SOMETHINGS GOTTA GIVE MV 380 

SONY SWAT MOVIE 522 

SONY TEARS OF THE SUN MOVIE 419 

SONY TV 1935 

SONY UNDERWORLD MOVIE 962 

SONY VAIO COMPUTER PDTS DR 595 

SONY VAR MOVIES 1420 

SOUTH DAKOTA STATE TP 1757 

SOUTHTRUST BANK CONSUMER SERVICES 1685 

SOUTHWEST AIRLINES DOM 85 

SOUTHWEST AIRLINES ONLINE 599 

SOUTHWESTERN BELL LD RESIDENTIAL 1479 

SPLENDA SWEETENER 788 

SPORTMART SPORTING GOODS 297 

SPORTS AUTHORITY SPRT GD 1194 

SPORTS ILLUSTRATED MAG SUBS DR 1469 

SPRAY N WASH LIQUID STAIN REMOVER 1556 

SPRINT PCS DIGITAL SERVICE 38 

SPRINT PCS RETAIL STORE 27 

SPRINT PCS VISION WIRELESS SERVICE 43 

SPRINT PCS WIRELESS WEB WIRELESS SVC 954 

SPRINT WIRELESS SERVICE 12 

SPRITE SOFT DRINK 875 

SPRITE TROPICAL REMIX SOFT DRINK 1710 

SPY KIDS 2 ISLND/LST DRM VIDEO 1741 

ST IVES SWISS FRML 24 HR LOTION 1658 

ST IVES SWISS FRML APRICOT SCRUB 1440 

ST JOHN CLOTHING STORE WOMEN 1993 

ST JOSEPH ASPIRIN PAIN TABLETS 791 

STACKER 2 WEIGHT LOSS CAPSULE 818 

STANLEY STEEMER CRPT CLN 926 

STAPLES OFFICE SUPPLY 162 

STAR FURNITURE STORE 1123 

STARBURST CANDY 1175 

STARWOOD HOTELS&RESORTS WORLDWIDE 1320 

STATE FARM AUTO INSURANCE 253 

STATE FARM INS CONSUMER SERVICES 462 

STATE FARM INSURANCE & FIN SVC 1102 

STATE FARM INSURANCE CP 895 

STATE FARM LIFE INSURANCE 1049 

STATE FARM VAR INSURANCE 392 

STAYFREE MAXI PADS 1492 

STEAK N SHAKE RESTAURANT 1777 

STEIN MART DISC APPAREL FAMILY 1258 

STETSON UNTAMED FRAGRANCE MEN 1595 

STOUFFERS FAM STYL RCPS FRZN ENTREES 1124 

STRATTERA ADHD RX 208 

STRAWBRIDGES SALES ANNOUNCEMENT 1315 

STRIVECTIN-SD ANTI-WRINKLE TREATMENT 1675 

SUBARU AUTO&TRK VAR 427 

SUBARU AUTOS IMPREZA 1526 

SUBARU AUTOS OUTBACK WAGON 935 

SUBARU AUTOS WRX 863 

SUBARU DLR ASSN VAR AUTOS 1025 

SUBARU TRUCKS FORESTER 568 

SUBWAY RESTAURANT 15 

SUDAFED DECONGESTANT TABLETS 764 

SUDAFED SINUS&ALLERGY TABLETS 1450 

SUNNY DELIGHT RTS FRUIT DRINK 971 

SUNNY DELIGHT RTS SINGLES FRUIT DRNK 1441 

SUNSETTER HOME & BUILDING PDTS DR 1502


SUNSHINE CHEEZ-IT CRACKERS 705 

SUNTRUST BANK CONSUMER SERVICES 1179 

SUPER 8 MOTELS 1892 

SUPERCUTS HAIR SALON 1971 

SURE FIT SLIPCOVERS/MAIL HH DR 715 

SUZUKI AUTOS VERONA 1107 

SUZUKI DLR ASSN VAR AUTO&VHCLS 213 

SUZUKI MOTORCYCLE 1931 

SUZUKI VEHICLES GRAND VITARA 821 

SWANSON BROTH 1560 

SWANSON HUNGRY/SPRTS GRL FRZN ENTRS 1714 

SWIFFER DUST CLOTH KIT 1439 

SWIFFER DUSTER DUSTER 886 

SWIFFER WET DUST CLOTH 869 

SWIFFER WET JET FLOOR CLEANER SYSTEM 456 

SYLVAN LEARNING CENTER 228 

SYNERGISTIC MARKETING 1050 

SYNVISC ARTHRITIS RX 1186 

T ROWE PRICE CONSUMER SERVICES 709 

T ROWE PRICE FUNDS 805 

T-MOBILE WIRELESS SERVICE 7 

T-MOBILE WIRELESS STORE 1195 

TACO BELL RESTAURANT 25 

TALBOTS CLOTHING STORE WOMEN 1271 

TAMPAX COMPAK TAMPONS 871 

TAMPAX PEARL TAMPONS 280 

TANQUERAY GIN 1849 

TARGET DISC APPAREL WOMEN 763 

TARGET DISC ELECTRONICS 500 

TARGET DISC HOUSEHOLD 907 

TARGET DISC MISC 37 

TARGET DISC MULTI-PDTS 39 

TASTERS CHOICE INSTANT COFFEE 1147 

TBS CABLE TV 668 

TD WATERHOUSE BROKERS CONSUMER SVC 958 

TD WATERHOUSE ONLINE 1337 

TECHNOSCOUT HOUSEHOLD DR 422 

TELEFLORA FLORIST DLVRY 620 

TEMPUR-PEDIC INC HOUSEHOLD DR 318 

TERMINIX PEST CONTROL 737 

TEXAS STATE LOTTERY 1407 

TEXAS STATE TP 1366 

TGI FRIDAYS RESTAURANT 196 

THERMACARE HEATWRAP 333 

THERMACARE MENSTRUAL RELIEF PATCH 1723 

THOMASVILLE FURNITURE 1690 

THOMASVILLE HM FURN STR 808 

THRIVENT FIN/LUTHERANS CONSUMER SVC 1400 

TIAA-CREF CONSUMER SERVICES 993 

TIDE LIQ LAUNDRY DET/BL ALTRN 872 

TIDE PWD LAUNDRY DET/BLEACH 532 

TIDY CATS SCOOP LITTER 1444 

TIFFANY & CO STORE 1302 

TIFFANY JEWELRY 1323 

TILEX MILDEW REMOVER 1762 

TIME WARNER CABLE CO 188 

TIME-LIFE VAR RECORDINGS DR 317 

TIME-LIFE VAR VIDEOS DR 1040 

TIRE RACK AUTOMOTIVE DR 799 

TITLEIST GOLF BALLS 1867 

TJ MAXX CLOTHING STORE MEN & WOMEN 1385 

TJ MAXX CLOTHING STORE WOMEN 1072 

TLC CABLE TV 1054 

TNT CABLE TV 654 

TOMMY HILFIGER SPORTSWEAR M & W 1236 

TOSTITOS GOLD TORTILLA CHIPS 793 

TOTAL GYM EXERCISE EQUIP DR 1064 

TOYOTA AUTO&TRK DIV CP 360 

TOYOTA AUTO&TRK PRE-OWNED 1822 

TOYOTA AUTO&TRK VAR 300 

TOYOTA AUTOS AVALON 1726 

TOYOTA AUTOS CAMRY 88 

TOYOTA AUTOS CAMRY SOLARA 495 

TOYOTA AUTOS COROLLA 283 

TOYOTA AUTOS COROLLA & MATRIX 1531 

TOYOTA AUTOS MATRIX 979 

TOYOTA AUTOS PRIUS BI-FUEL 587 

TOYOTA AUTOS VAR 1283 

TOYOTA DLR ASSN CAMRY 397 

TOYOTA DLR ASSN COROLLA 1887 

TOYOTA DLR ASSN COROLLA & MATRIX 1626 

TOYOTA DLR ASSN TACOMA & TUNDRA 1012 

TOYOTA DLR ASSN TUNDRA 1113 

TOYOTA DLR ASSN VAR AUTO&TRK 31 

TOYOTA DLR ASSN VAR AUTOS 1809 

TOYOTA DLR ASSN VAR TRUCKS 623 

TOYOTA TRUCKS 4RUNNER 215 

TOYOTA TRUCKS HIGHLANDER 433 

TOYOTA TRUCKS SEQUOIA 1564 

TOYOTA TRUCKS SIENNA 290 

TOYOTA TRUCKS TACOMA 742 

TOYOTA TRUCKS TACOMA & TUNDRA 1352 

TOYOTA TRUCKS TUNDRA 377 

TOYOTA TRUCKS VAR 1389 

TOYS R US STORE 74 

TRACTOR SUPPLY CO STR 1920 

TRANSITIONS EYE GLASS LENSES 476 

TRAVELOCITY TRAVEL SVC ONLINE 299 

TRIAMINIC VAR COLD SYRUPS 1281 

TRIDENT SUGARLESS GUM 1063 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

1701 HP PRINTER ACCESSORIES 10,567.80 1,247.50 747% 

1702 SONY PLAYSTATION 2 GETAWAY VIDEO GM 10,562.60 0 NA 

1703 CRAFTSMAN TOOLS 10,560.60 12,664.30 -17% 

1704 SONY PLAYSTATION 2 VAR VIDEO GMS&SYS 10,554.90 12,082.30 -13% 

1705 DAYS INN HOTELS 10,549.10 11,286.50 -7% 

1706 OLAY DAILY FCLS EXPRS CLNSNG CLTHS 10,534.20 0 NA 

1707 L’ORÉAL GLAM SHINE LIPSTICK 10,531.40 0 NA 

1708 AMERICAS BEST CNTCTS&EYE 10,526.90 11,369.60 -7% 

1709 QWEST COMMUNICATIONS BUSINESS 10,512.70 14,904.50 -29% 

1710 SPRITE TROPICAL REMIX SOFT DRINK 10,500.60 0 NA 

1711 PG&E PACIFIC GAS & ELECT 10,499.80 11,720.60 -10% 

1712 TYLENOL COLD DAY & NIGHT CAPLETS 10,486.60 0 NA 

1713 MOVADO WATCHES 10,485.00 8,355.00 25% 

1714 SWANSON HUNGRY/SPRTS GRL FRZN ENTRS 10,482.30 0 NA 

1715 DREAMWORKS HOUSE/SAND & FOG MOVIE 10,474.80 0 NA 

1716 GUINNESS DRAUGHT BEER 10,471.60 5,122.80 104% 

1717 MASTERCARD.COM ONLINE 10,471.30 20,667.00 -49% 

1718 FORD TRUCKS VAR 10,471.10 18,831.30 -44% 

1719 FIFTH THIRD BANK CONSUMER SERVICES 10,466.60 15,186.00 -31% 

1720 APPLEMUSIC.COM STORE ONLINE 10,453.90 0 NA 

1721 MIDAS INTL CORP CP 10,445.20 1,269.00 723% 

1722 CHEVROLET DLR ASSN TRAILBLAZER 10,439.80 6,202.40 68% 

1723 THERMACARE MENSTRUAL RELIEF PATCH 10,422.50 8,683.10 20% 

1724 SONY IN THE CUT MOVIE 10,419.30 0 NA 

1725 BURLINGTON COAT FACTORY MEN & WOMEN 10,416.00 13,399.50 -22% 

1726 TOYOTA AUTOS AVALON 10,413.40 13,376.40 -22% 

1727 XENADRINE EFX REDUCING CAPSULES 10,400.00 4,410.30 136% 

1728 BOB DANCE AUTO DLR 10,397.90 1,301.60 699% 

1729 HANES T-SHIRTS MEN 10,396.40 5,443.30 91% 

1730 ARTISAN BOAT TRIP MOVIE 10,389.40 0 NA 

1731 COURTESY AUTO GROUP 10,377.30 5,244.10 98% 

1732 YOPLAIT GO-GURT YOGURT 10,375.40 9,963.40 4% 

1733 SBC COMM LONG DIST BUSINESS 10,375.00 0 NA 

1734 HOOVER VAR VACUUM CLEANERS 10,374.70 12,078.30 -14% 

1735 CHANEL BOUTIQUE 10,368.00 8,653.60 20% 

1736 MOUNTAIN DEW LIVE WIRE SOFT DRINK 10,366.60 0 NA 

1737 FORD AUTOS FOCUS LEASING 10,358.10 404.40 2461% 

1738 FOX SEARCHLIGHT 28 DAYS LATER MOVIE 10,354.40 0 NA 

1739 AUDI AUTOS A4 LEASING 10,354.20 487.50 2024% 

1740 BANKRATE CONSUMER SERVICES 10,346.60 8,122.10 27% 

1741 SPY KIDS 2 ISLND/LST DRM VIDEO 10,345.80 0 NA 

1742 NISSAN TRUCKS PTHFNDR&PTHFNDR ARMD 10,343.60 0 NA 

1743 MOUNTAIN DEW CODE RED SOFT DRINK 10,336.90 6,421.20 61% 

1744 KELLOGGS VAR DISNEY CEREALS 10,335.00 0 NA 

1745 DOVE ESSENTIAL NTRNTS DAY CREAM 10,334.50 0 NA 

1746 CDW SOLUTIONS PROVIDER 10,316.10 10,883.70 -5% 

1747 CLEARASIL TOTAL CONTROL FCL CLNSR&MS 10,313.70 0 NA 

1748 WRIGLEYS ECLIPSE FLASH BREATH STRIPS 10,303.40 8,897.00 16% 

1749 COLORADO STATE TP 10,300.20 9,084.60 13% 

1750 FREESTYLE BLOOD GLUCOSE TEST 10,299.80 9,273.20 11% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1751 ING FINANCIAL CONSUMER SERVICES 10,299.00 16,465.60 -37% 

1752 COMMIT NICOTINE LOZENGE &NCDRM&NCRT 10,297.90 0 NA 

1753 SHARPER IMAGE APPLIANCES DR 10,294.10 5,676.20 81% 

1754 IAMS WEIGHT CONTROL CANNED&DRY CAT 10,293.50 0 NA 

1755 MARSHALL FIELDS DEPT MULTI-PDTS 10,289.60 6,683.30 54% 

1756 ORAL-B VAR TOOTHBRUSHES 10,287.60 0 NA 

1757 SOUTH DAKOTA STATE TP 10,270.00 7,254.60 42% 

1758 ROLAIDS EXTRA STRENGTH ANTACID 10,256.80 13,482.30 -24% 

1759 KELLOGGS SPECIAL K&SPCL K RD BR 10,254.10 7,372.50 39% 

1760 SOFT & DRI POWER STRIPE SLD DEOD 10,246.60 9,981.80 3% 

1761 PEPPERIDGE FARM COOKIES 10,243.60 12,192.10 -16% 

1762 TILEX MILDEW REMOVER 10,242.70 7,390.30 39% 

1763 HUMMER LOC DLR 10,241.50 435.70 2251% 

1764 PROCTER & GAMBLE HH CLEANING PDTS 10,232.80 0 NA 

1765 JENN-AIR MAJOR APPLIANCES 10,205.50 1,225.90 732% 

1766 KELLOGGS KRAVE NUTRITIONAL BAR 10,204.20 2,112.50 383% 

1767 NESTEA COOL RTS ICED TEA 10,204.10 12,784.20 -20% 

1768 CLICK IT OR TICKET CMPGN 10,187.40 553.90 1739% 

1769 LORD & TAYLOR DEPT DRUGS/TOILETRIES 10,176.70 10,110.50 1% 

1770 CHEVROLET DLR ASSN VAR AUTOS 10,170.40 8,582.30 19% 

1771 NORTHWEST AIRLINES DOM & INTL 10,168.50 22,871.80 -56% 

1772 BUICK AUTOS LESABRE 10,162.40 6,861.30 48% 

1773 RAZOR & TIE VAR RECORDINGS DR 10,160.80 13,276.40 -23% 

1774 SMUCKERS SUGAR FREE PRSRVS 10,160.40 4,979.70 104% 

1775 ANDROGEL TESTOSTERONE RX 10,155.30 5,339.80 90% 

1776 COURTESY AUTO DLR 10,154.90 9,203.90 10% 

1777 STEAK N SHAKE RESTAURANT 10,149.30 10,545.90 -4% 

1778 HOMESTYLE BAKES ENTREE MEAL KIT 10,145.70 12,224.90 -17% 

1779 CHICAGO VIDEO 10,144.00 0 NA 

1780 QUAKER FRUIT&OTML TSTBLS TSTR PSTRS 10,141.90 0 NA 

1781 LIONS GATE CONFIDENCE MOVIE 10,134.40 0 NA 

1782 ELI LILLY & CO ADULT ADD 10,133.60 0 NA 

1783 LOEWS CINEPLEX 10,131.20 10,633.80 -5% 

1784 DICKS CLOTHING&SPRT GDS FAMILY 10,111.00 9,345.50 8% 

1785 AMERICAN EXPRESS CO CP 10,107.10 10,923.60 -7% 

1786 FORD AUTO&TRK PRE-OWNED 10,105.80 25,054.70 -60% 

1787 BRIGHT HOUSE NTWRKS CBL 10,103.20 0 NA 

1788 POLO BLUE FRAGRANCE MEN 10,093.30 9,377.80 8% 

1789 INJURY HELPLINE 10,082.60 8,941.30 13% 

1790 UNION PACIFIC RLRD CO CP 10,074.70 10,309.00 -2% 

1791 VICKS VAPORUB OINTMENT 10,071.80 9,718.70 4% 

1792 BALL PARK HOT DOGS 10,069.60 12,626.90 -20% 

1793 BARILLA PASTA 10,065.90 6,832.40 47% 

1794 DISNEY CRUISES 10,064.90 11,104.80 -9% 

1795 JC PENNEY DEPT HOUSEHOLD 10,052.30 1,264.30 695% 

1796 L’ORÉAL VISIBLE LIFT LIQ FOUNDATION 10,051.30 7,029.30 43% 

1797 CHEVROLET AUTOS CORVETTE 10,041.80 13,417.60 -25% 

1798 REYNOLDS WRAP RELEASE NON STICK FOIL 10,040.80 11,859.40 -15% 

1799 PHOENIX WEALTH MGT CONSUMER SERVICES 10,032.40 10,571.80 -5% 

1800 GALYANS SPORTS STORE 10,027.80 9,825.50 2% 

www.brandweek.com

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1801 CHEVROLET TRUCKS SUBURBAN & TAHOE 10,027.10 4,375.50 129% 

1802 CHARTER ONE BANK CONSUMER SERVICES 10,025.50 4,265.60 135% 

1803 SKINTIMATE SHAVE GEL WOMEN 10,025.20 8,726.30 15% 

1804 KELLOGGS RICE KRISPIES CEREAL 10,017.90 6,521.00 54% 

1805 ICE BREAKERS UNLEASHED SUGARFREE GUM 10,010.10 0 NA 

1806 KC MASTERPIECE BBQ SAUCE 9,977.50 9,315.50 7% 

1807 PUBLIC STORAGE RNTL SPC 9,965.60 12,429.50 -20% 

1808 JERGENS ULTRA HEALING LOTION 9,964.10 6,129.70 63% 

1809 TOYOTA DLR ASSN VAR AUTOS 9,939.60 3,806.80 161% 

1810 TRIM SPA REDUCING AID 9,935.00 2,917.20 241% 

1811 DILLARDS DEPT APPAREL FAMILY 9,934.90 8,001.20 24% 

1812 COMPASS BANK CONSUMER SERVICES 9,933.60 8,795.60 13% 

1813 CLOROX HOME&BLDG SUPP &HDN VLY/SLD 9,931.70 2,690.50 269% 

1814 NAPA AUTO CARE CENTER 9,922.10 6,229.00 59% 

1815 JERGENS SOFT SHIMMER LOTION 9,920.40 0 NA 

1816 COVER GIRL AQUASMOOTH COMPACT MAKEUP 9,920.10 8,855.40 12% 

1817 PERKINS REST & BAKERY 9,914.40 10,778.20 -8% 

1818 US RARE COIN/BLN RSRV COINS DR 9,913.20 0 NA 

1819 JAGUAR AUTOS S-TYPE 9,908.60 23,519.40 -58% 

1820 EMBASSY SUITES HOTELS 9,905.50 9,545.70 4% 

1821 OLD SPICE HIGH ENDURANCE BODY WASH 9,902.90 0 NA 

1822 TOYOTA AUTO&TRK PRE-OWNED 9,902.00 12,581.60 -21% 

1823 KELLOGGS VAR CEREAL 9,897.40 16,387.90 -40% 

1824 WHATABURGER RESTAURANT 9,897.30 10,163.30 -3% 

1825 HP PHOTOSMART DIGITAL CAMERA&PRINTER 9,896.10 940.9 952% 

1826 PHYSIQUE VOLUME BOOSTING GEL 9,889.20 0 NA 

1827 DISNEY ON ICE SHOW 9,888.10 9,741.00 2% 

1828 US CELLULAR CELLULAR SERVICE 9,886.20 7,030.80 41% 

1829 EAST/WEST MORTGAGE CO CONSUMER SVC 9,871.20 5,438.50 82% 

1830 VOLVO AUTOS S60 9,860.30 6,870.60 44% 

1831 FORD AUTOS MUSTANG 9,858.80 8,836.50 12% 

1832 GARDEN CITY GROUP MISC FIN 9,857.50 7,438.30 33% 

1833 BUENA VISTA 25TH HOUR MOVIE 9,849.80 4,816.30 105% 

1834 OLD COUNTRY BUFFET 9,845.30 14,919.40 -34% 

1835 SAP VAR SOFTWARE 9,844.10 3,811.50 158% 

1836 WASHINGTON MINT COINS DR 9,838.50 2,600.30 278% 

1837 BMW TRUCKS X5 9,836.70 4,164.60 136% 

1838 CHEVROLET DLR ASSN IMPALA 9,834.90 2,778.50 254% 

1839 ACURA AUTOS RL 9,833.30 29,197.80 -66% 

1840 OVERACTIVE BLADDER CONDITION 9,823.90 0 NA 

1841 HONDA TRUCKS CR-V 9,818.80 39,009.50 -75% 

1842 ENERGIZER ALKALINE BATTERIES 9,818.30 77.50 12569% 

1843 TROPICANA LOW ACID RTS ORANGE JUICE 9,817.00 7.10 138K% 

1844 PROGRESSO RICH & HEARTY SOUP 9,813.00 0 NA 

1845 FOXWOODS CASINO & RESORT 9,811.80 10,708.20 -8% 

1846 KEEBLER WHEATABLES SNACK CRCKRS 9,810.70 5,048.70 94% 

1847 NYQUIL COUGH SYRUP 9,808.00 14,353.40 -32% 

1848 MEXICO TP 9,807.70 15,120.90 -35% 

1849 TANQUERAY GIN 9,782.80 10,472.20 -7% 

1850 GENERAL MILLS VAR CHEX CEREALS 9,768.90 7,905.10 24% 

RANK/ 

BRAND 


2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1851 CHRYSLER AUTOS SEBRING 9,768.30 32,974.30 -70% 

1852 QWEST COMM LONG DISTANCE RESIDENTIAL 9,765.60 203.70 4694% 

1853 MGM/UA JEEPERS CREEPERS 2 MOVIE 9,749.30 0 NA 

1854 EPICURIOUS.COM ONLINE 9,746.20 1,238.90 687% 

1855 KOOL-AID JAMMERS RTS FRUIT DRINK 9,729.10 12,253.30 -21% 

1856 AXE ESSENCE DEOD BODY SPRAY 9,727.70 0 NA 

1857 CARLS FURNITURE STORE 9,717.80 7,912.70 23% 

1858 MAYBELLINE EVERFRESH FACIAL MAKEUP 9,702.00 9,346.40 4% 

1859 GOODNITES DISPOSABLE PANTS 9,696.30 11,714.70 -17% 

1860 WRIGLEYS SPEARMINT GUM 9,689.30 5,167.70 87% 

1861 NASDAQ STOCK EXCHANGE 9,661.10 21,566.20 -55% 

1862 HOT POCKETS FROZEN ENTREES 9,658.30 8,305.50 16% 

1863 US AIRWAYS INTL 9,655.80 10,820.20 -11% 

1864 HONDA MOTORCYCLE 9,652.80 18,175.20 -47% 

1865 ORVILLE REDENBACHER SMART-POP PPCRN 9,639.50 3,434.60 181% 

1866 X2 X-MEN UNITED VIDEO 9,622.40 0 NA 

1867 TITLEIST GOLF BALLS 9,614.20 2,135.10 350% 

1868 NAMCO SOUL CALIBUR II VIDEO GM 9,611.40 0 NA 

1869 FRANKLIN MINT COLLECTIBLES DR 9,598.10 14,710.60 -35% 

1870 PILLSBURY GRANDS REFRIG BISCUITS 9,583.20 12,727.30 -25% 

1871 NATIONWIDE AUTO INSURANCE 9,569.60 8,504.50 13% 

1872 BRUCE ALMIGHTY VIDEO 9,561.90 0 NA 

1873 CAMPBELLS VAR SOUP 9,554.20 6,241.70 53% 

1874 HYUNDAI DLR ASSN SONATA 9,553.20 13,440.40 -29% 

1875 BETTY CROCKER FRUIT BY/FOOT SNACKS 9,551.60 8,450.60 13% 

1876 ADT SAFEWATCH SECURITY SYSTEM 9,549.90 17,452.90 -45% 

1877 TYLENOL EXTRA STR PAIN GELTABS 9,536.80 33,387.70 -71% 

1878 COVER GIRL WET SLICKS LIP GLOSS 9,536.00 0 NA 

1879 OPPENHEIMER FUNDS 9,535.40 11,748.00 -19% 

1880 ICE BREAKERS GUM 9,532.10 19,896.70 -52% 

1881 FORD DLR ASSN WINDSTAR 9,522.30 9,423.10 1% 

1882 ODOR EATERS PLUS INSOLES 9,517.70 0 NA 

1883 BANANA REPUBLIC APPAREL 9,507.40 3,209.40 196% 

1884 POWERADE RTS SPORTS BEVERAGE 9,505.90 10,881.90 -13% 

1885 LIBERTY MUTUAL BUSINESS INSURANCE 9,499.80 6,887.90 38% 

1886 AMERICAN RED CROSS 9,489.00 2,959.30 221% 

1887 TOYOTA DLR ASSN COROLLA 9,484.60 3,098.50 206% 

1888 MAX FACTOR LIPFINITY LIP COLOR 9,474.30 21,413.00 -56% 

1889 AETNA LIFE&CASUALTY MEDICAL INS 9,466.70 208.00 4451% 

1890 BMW AUTOS 5-SERIES LEASING 9,441.70 561.20 1582% 

1891 RANDALLS FOOD MARKETS 9,441.70 1,977.40 377% 

1892 SUPER 8 MOTELS 9,441.60 7,578.70 25% 

1893 PARAMOUNT MARCI X MOVIE 9,437.30 0 NA 

1894 BROWNCO BROKERAGE ONLINE 9,435.90 4,118.20 129% 

1895 CORONA EXTRA BEER &CORONA LIGHT BEER 9,421.70 10,543.20 -11% 

1896 EL DORADO FURNITURE CO 9,418.50 9,273.70 2% 

1897 BORDERS BOOKS&MUSIC CAFE 9,414.50 11,121.60 -15% 

1898 CITRACAL CALCIUM SUPPLEMENT 9,410.00 8,375.10 12% 

1899 PILLSBURY CRESCENT REFRIG ROLL DOUGH 9,398.30 0 NA 

1900 CRATE & BARREL STORE 9,395.50 7,778.00 21% 


BRAND INDEX 

TRIDENT WHITE SUGARLESS GUM 1051 

TRIM SPA REDUCING AID 1810 

TROPICANA LOW ACID RTS ORANGE JUICE 1843 

TROPICANA RTS ORANGE JUICE 404 

TRUE VALUE HARDWARE STR 659 

TRUTH ABOUT SMOKING 246 

TUESDAY MORNING STORES 1538 

TUMS SMOOTH DISSOLVE ANTACID TABLETS 1278 

TUMS ULTRA MAXIMUM STR ANTACID TAB 1223 

TURNING LEAF WINE 1295 

TWIX COOKIE BAR 1007 

TYLENOL 8 HOUR PAIN RELIEVER GELTABS 295 

TYLENOL ARTHRITIS EXTND RLF PN CPLTS 753 

TYLENOL COLD DAY & NIGHT CAPLETS 1712 

TYLENOL EXTRA STR PAIN CAPLETS 1006 

TYLENOL EXTRA STR PAIN GELTABS 1877 

TYLENOL PM EXTRA STR PAIN GELTABS 1940 

TYLENOL PM PAIN GELTABS 897 

TYLENOL SINUS SVR CNGSTN CAPLETS 1404 

TYSON VAR MEAT 1280 

UBS PAINEWEBBER INC CP 1460 

ULTIMATE ELECTRONICS STR 824 

ULTRA SLIM FAST RTS DRINK 1038 

ULTRA SLIM FAST RTS DRINK & BARS 889 

UNCLE BENS RICE BOWLS FROZEN ENTREES 1446 

UNION PACIFIC RLRD CO CP 1790 

UNITED AIRLINES DOM 460 

UNITED AIRLINES DOM & INTL 1188 

UNITED AIRLINES INTL 918 

UNITED HEALTH FOUNDATION 1319 

UNIVERSAL 2 FAST 2 FURIOUS MOVIE 689 

UNIVERSAL AMERICAN WEDDING MOVIE 837 

UNIVERSAL BRUCE ALMIGHTY MOVIE 440 

UNIVERSAL DR SEUSS/CAT/HAT MOVIE 520 

UNIVERSAL HONEY MOVIE 941 

UNIVERSAL HULK MOVIE 479 

UNIVERSAL INTOLERABLE CRUELTY MV 657 

UNIVERSAL JOHNNY ENGLISH MOVIE 1062 

UNIVERSAL LIFE OF DAVID GALE MOVIE 882 

UNIVERSAL LOVE ACTUALLY MOVIE 437 

UNIVERSAL ORLANDO RESORT 1172 

UNIVERSAL PETER PAN MOVIE 644 

UNIVERSAL RUNDOWN MOVIE 635 

UNIVERSAL SEABISCUIT MOVIE 451 

UNIVERSITY OF PHOENIX ONLINE 699 

UPN TV NETWORK 1561 

UPS STORE 407 

UPS UNITED PARCEL SVC DOM 662 

UPS UNITED PARCEL SVC DOM & INTL 123 

US AIR FORCE 274 

US AIRWAYS INTL 1863 

US ARMY 155 

US ARMY RESERVES 1411 

US BANK CONSUMER SERVICES 1132 

US CELLULAR CELLULAR SERVICE 1828 

US CELLULAR DIGITAL SERVICE 1224 

US CELLULAR WIRELESS SERVICE 1000 

US COMMEMORATIVE GALLERY COINS DR 1316 

US DEPT OF THE TREASURY 1198 

US DEPT/HEALTH&HUMAN SVC 463 

US MARINES 1436 

US MINT COINS DR 1951 

US NAVY 740 

US RARE COIN/BLN RSRV COINS DR 1818 

USA CABLE TV NETWORK 888 

USPS PDTS & SERVICES 1396 

USPS PRIORITY MAIL DOM 923 

V8 RTS VEGETABLE JUICE 854 

V8 SPLASH RTS FRUIT SMOOTHIES 1181 

VAGISIL ANTI-ITCH CREAM 1965 

VALASSIS COUPONS 16 

VALTREX HERPES RX 165 

VALUE CITY FURNITURE STR 1136 

VALVOLINE MAX LIFE MOTOR OIL 991 

VANGUARD GROUP CONSUMER SERVICES 528 

VANILLA COKE SOFT DRINK 1342 

VASELINE INTNSV CR/CMPLX LOTION 1572 

VERIZON COMMUNICATIONS CP 469 

VERIZON INTERNET SERVICES 366 

VERIZON LONG DISTANCE BUSINESS & RES 1485 

VERIZON LONG DISTANCE RESIDENTIAL 1032 

VERIZON RESIDENTIAL 204 

VERIZON WIRELESS SERVICE 1 

VERIZON WIRELESS STORE 93 

VIACTIV SOFT CALCIUM CHEWS 1619 

VIAGRA IMPOTENCE RX 107 

VICKS VAPORUB OINTMENT 1791 

VICTORIAS SECRET STORES WOMEN 205 

VIDEO PROFESSOR VAR SOFTWARE DR 496 

VIOXX OSTEOARTHRITIS RX 144 

VIRGIN MOBILE WIRELESS SERVICE 1203 

VISA BUSINESS CREDIT CARD 546 

VISA CHECK CARD 117 

VISA CREDIT CARD 35 

VISINE TEARS EYE DROPS 1008 

VITAL BASICS DRUGS/TOILETRIES DR 1489 

VOLKSWAGEN AUTO&TRK VAR 647 

VOLKSWAGEN AUTOS BEETLE 168 

VOLKSWAGEN AUTOS GTI 1655 

VOLKSWAGEN AUTOS JETTA 166


VOLKSWAGEN AUTOS JETTA LEASING 690 

VOLKSWAGEN AUTOS PASSAT 813 

VOLKSWAGEN AUTOS PASSAT LEASING 778 

VOLKSWAGEN DLR ASSN VAR AUTO&TRK 310 

VOLKSWAGEN TRUCKS TOUAREG 148 

VOLVO AUTOS S60 1830 

VOLVO DLR ASSN VAR AUTOS 408 

VOLVO TRUCKS XC90 WAGON 513 

VONS SUPERMARKET 1565 

WACHOVIA BANK CONSUMER SERVICES 185 

WACHOVIA SECURITIES CONSUMER SVC 276 

WAL-MART DISC APPAREL WOMEN 670 

WAL-MART DISC BUSINESS/TECHNOLOGY 1359 

WAL-MART DISC ELECTRONICS 338 

WAL-MART DISC MISC 33 

WAL-MART DISC MULTI-PDTS 133 

WAL-MART DISC PORTRAIT STUDIO 1978 

WAL-MART DISC SPORT/TOY/HOBBY 1468 

WAL-MART SUPERCENTER MULTI-PDTS 362 

WALGREENS DRUG STORES 53 

WALL ST JOURNAL NWSPR ONLINE 1680 

WALT DISNEY VAR MOVIES 1637 

WALT DISNEY WORLD 153 

WARNER BROS A MIGHTY WIND MOVIE 994 

WARNER BROS ALEX & EMMA MOVIE 750 

WARNER BROS CRADLE 2 THE GRAVE MOVIE 931 

WARNER BROS DREAMCATCHER MOVIE 877 

WARNER BROS GODS & GENERALS MOVIE 974 

WARNER BROS GOTHIKA MOVIE 919 

WARNER BROS GRIND MOVIE 1429 

WARNER BROS IN-LAWS MOVIE 564 

WARNER BROS KANGAROO JACK MOVIE 848 

WARNER BROS LAST SAMURAI MOVIE 306 

WARNER BROS LOONEY TUNES BCK/ACTN MV 597 

WARNER BROS LOVE DONT COST/THING MV 1301 

WARNER BROS MALIBUS MOST WANTED MV 881 

WARNER BROS MATCHSTICK MEN MOVIE 439 

WARNER BROS MATRIX RELOADED MOVIE 521 

WARNER BROS MATRIX REVOLUTIONS MOVIE 566 

WARNER BROS MYSTIC RIVER MOVIE 367 

WARNER BROS TERMINATOR 3 RS/MCHNS MV 386 

WARNER BROS VAR MOVIES 1241 

WARNER BROS VAR VIDEOS 1335 

WARNER BROS WHAT A GIRL WANTS 814 

WASHINGTON MINT COINS DR 1836 

WASHINGTON MUTUAL BANK CONSUMER SVC 77 

WASHINGTON MUTUAL FIN CONSUMER SVC 1967 

WATSONS POOLS SPAS&BLRD 1190 

WB TV NETWORK 258 

WEBMD INFORMATION SVC ONLINE 387 

WEICHERT RE DEV 1576 

WEIGHT WATCHERS PROGRAM 406 

WELLBUTRIN XL ANTI DEPRESSION RX 281 

WELLS FARGO BANK CONSUMER SERVICES 304 

WELLS FARGO HOME MTG CONSUMER SVC 1947 

WENDYS RESTAURANT 10 

WESTERN UNION CONSUMER SERVICES 1902 

WESTIN HOTELS 1222 

WHATABURGER RESTAURANT 1824 

WHIRLPOOL WASHER & DRYER 1442 

WHITE CASTLE RESTAURANT 1507 

WICKES FURN WRHS&SHWRM 696 

WINDEX MULTI-SURFACE SPRAY CLEANER 984 

WINN DIXIE FOOD STORES 611 

WINSTON VAR CIGARETTES 622 

WISH-BONE RANCH UP SALAD DRESSING 1509 

WOMENS MKTG&SPORTS INC 98 

WORLD S&L BANK CONSUMER SVC 483 

WRANGLER JEANS FAMILY 1121 

WRANGLER JEANS MEN 1126 

WRIGLEYS DOUBLEMINT GUM 1365 

WRIGLEYS ECLIPSE FLASH BREATH STRIPS 1748 

WRIGLEYS EXTRA SUGAR FREE GUM 1908 

WRIGLEYS JUICY FRUIT GUM 1090 

WRIGLEYS ORBIT SUGARLESS GUM 664 

WRIGLEYS SPEARMINT GUM 1860 

WRIGLEYS WINTERFRESH GUM 1491 

X2 X-MEN UNITED VIDEO 1866 

XENADRINE EFX REDUCING CAPSULES 1727 

XENADRINE EFX REDUCING TABLETS 1264 

XEROX CORP CP 649 

XEROX PRINTERS 978 

XM SATELLITE RADIO SATELLITE SYSTEM 411 

YAHOO ONLINE 640 

YASMIN CONTRACEPTIVE RX 1618 

YELLOW BOOK YELLOW PAGES 876 

YOPLAIT GO-GURT YOGURT 1732 

YOPLAIT NOURICHE DRINKABLE YOGURT 940 

YOPLAIT WHIPS YOGURT 999 

YOPLAIT YOGURT 548 

ZALES JEWELERS 273 

ZANTAC 75 HEARTBURN CONTROL TAB 885 

ZELNORM IBS RX 285 

ZEST DEOD SOAP 1511 

ZICAM COLD REMEDY 1948 

ZIPLOC FREEZE GUARD FREEZER BAGS 1906 

ZOCOR CHOLESTEROL RX 138 

ZOLOFT DEPRESSION RX 66 

ZURICH DIRECT LIFE INSURANCE 1036 

ZYRTEC ALLERGY RX 94 


RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

1901 NICOTROL INHALER STOP SMOKING RX 9,387.00 5,388.40 74% 

1902 WESTERN UNION CONSUMER SERVICES 9,374.00 8,092.10 16% 

1903 KIA AUTOS RIO 9,372.90 3,098.40 203% 

1904 GREAT CLIPS HAIR&BTY SLN 9,363.20 7,920.60 18% 

1905 BMW AUTOS Z4 ROADSTER 9,355.90 4,640.70 102% 

1906 ZIPLOC FREEZE GUARD FREEZER BAGS 9,354.30 0 NA 

1907 PEACHTREE STLMNT FNDNG CONSUMER SVC 9,348.20 2,252.20 315% 

1908 WRIGLEYS EXTRA SUGAR FREE GUM 9,343.00 29,576.00 -68% 

1909 ABC FAM CHANNEL CABLE TV 9,339.10 9,544.20 -2% 

1910 HAYNES FURNITURE STORE 9,330.70 7,754.70 20% 

1911 SMART & FINAL WHOLESALER 9,328.70 8,235.50 13% 

1912 DANNON YOGURT 9,322.10 8,027.20 16% 

1913 RECREATIONAL FCTRY WRHS 9,322.00 0 NA 

1914 SAS INSTITUTE VAR SOFTWARE 9,305.20 10,753.00 -13% 

1915 CUNARD CRUISES 9,302.50 3,088.30 201% 

1916 NEWPORT VAR MENTHOL CIGARETTES 9,301.30 10,113.80 -8% 

1917 PHARMACIA CORP OVERACTIVE BLADDER 9,297.90 348.10 2571% 

1918 CONOCOPHILLIPS CP 9,289.90 3,084.30 201% 

1919 FORD DLR ASSN TAURUS 9,285.60 9,635.40 -4% 

1920 TRACTOR SUPPLY CO STR 9,269.80 7,853.00 18% 

1921 CARDIS FURNITURE STORE 9,266.20 4,636.90 100% 

1922 PILLSBURY HOME BKD CLSCS FRZN ROLLS 9,256.50 9,014.00 3% 

1923 GOODYS FAM CLOTHING STR MEN & WOMEN 9,250.40 5,015.20 84% 

1924 POST HONEY BNCHS/OTS&STRWBRS 9,244.20 10,668.10 -13% 

1925 PACIFICARE MEDICAL INSURANCE 9,241.30 6,706.90 38% 

1926 BLUE FRAGRANCE WOMEN 9,238.30 0 NA 

1927 MOTOROLA DIGITAL PHONES 9,237.40 0 NA 

1928 BAYER ASPIRIN PAIN REMEDIES 9,236.70 4,570.50 102% 

1929 CARSON PIRIE SCOTT DEPT SALES ANNC 9,222.80 7,404.30 25% 

1930 PILLSBURY FROZEN TOASTER STRUDEL 9,210.70 20,413.60 -55% 

1931 SUZUKI MOTORCYCLE 9,209.10 4,652.70 98% 

1932 NEW YORK STOCK EXCHANGE 9,206.80 21,418.00 -57% 

1933 AMICA VAR INSURANCE 9,202.90 7,012.50 31% 

1934 LEAPFROG LEAPPAD LEARNING PRGRMS 9,202.30 2,225.50 313% 

1935 SONY TV 9,197.80 2,554.10 260% 

1936 BUTTERFINGER CANDY BAR 9,192.80 13,789.60 -33% 

1937 FORD TRUCKS F-SERIES & RANGER 9,192.50 15,467.30 -41% 

1938 LITTLE DEBBIE CAKES 9,184.30 7,452.90 23% 

1939 COFFEE-MATE REG & LIQ NON-DIARY CRMR 9,173.20 13,292.40 -31% 

1940 TYLENOL PM EXTRA STR PAIN GELTABS 9,173.10 3,235.10 184% 

1941 CHECKER AUTO PARTS STORE 9,164.20 4,828.90 90% 

1942 20TH CENTURY FOX WRONG TURN MOVIE 9,157.50 0 NA 

1943 DOVE SHAMPOO 9,154.70 0 NA 

1944 FOLGERS CLASSIC ROAST COFFEE 9,141.20 9,467.60 -3% 

1945 LACTAID MILK 9,119.60 8,893.40 3% 

1946 MICRO TOUCH DRUGS/TOILETRIES DR 9,118.20 0 NA 

1947 WELLS FARGO HOME MTG CONSUMER SVC 9,113.80 4,212.40 116% 

1948 ZICAM COLD REMEDY 9,105.00 7,861.80 16% 

1949 BOSCOVS DEPT MISC 9,103.70 9,623.60 -5% 

1950 BRYMAN COLLEGE 9,102.90 8,156.30 12% 


% 

CHG. 

RANK/ 

BRAND 

2003 

TOTAL 

2002 

TOTAL 

% 

CHG. 

1951 US MINT COINS DR 9,097.80 2,074.90 338% 

1952 ALLSTATE CORP CP 9,097.70 16,508.00 -45% 

1953 MOHEGAN SUN CASINO 9,085.80 11,191.20 -19% 

1954 FOCUS DELIVER US FROM EVA MV 9,072.70 124.90 7164% 

1955 AMERICAN EAGLE OUTFITTER MEN & WOMEN 9,070.50 8,413.20 8% 

1956 RADISSON SEVEN SEAS CRUISES 9,062.50 7,634.70 19% 

1957 LUFTHANSA AIRLINES INTL 9,058.80 8,037.00 13% 

1958 DOVE BEAUTY BAR SOAP 9,053.80 133.50 6682% 

1959 ACTIVISION TONY HAWKS UNDRGRND/GM 9,043.30 0 NA 

1960 SKOAL CHEWING TOBACCO 9,043.10 10,224.30 -12% 

1961 PRIME TV SATELLITE SVC 9,042.00 0 NA 

1962 CALTRATE 600 PLUS D CALCIUM TABLETS 9,036.30 1,567.30 477% 

1963 DIAGEO PLC VAR BEVERAGES 9,034.50 2,339.40 286% 

1964 PANTENE PRO-V CMPLT/COND &PRO-V SHMP 9,034.10 1,164.70 676% 

1965 VAGISIL ANTI-ITCH CREAM 9,033.60 7,331.20 23% 

1966 KODAK PICTURE MAKER FILM PROCESSING 9,032.80 28,805.50 -69% 

1967 WASHINGTON MUTUAL FIN CONSUMER SVC 9,028.80 6,756.50 34% 

1968 CREME SAVERS SOFT CANDY 9,027.30 0 NA 

1969 KANES FURNITURE STORE 9,024.00 7,600.20 19% 

1970 BRAVO CABLE TV 9,022.40 4,565.80 98% 

1971 SUPERCUTS HAIR SALON 9,017.60 6,530.70 38% 

1972 MAJOR WORLD AUTO 9,015.90 824.60 993% 

1973 GOOD HOUSEKEEPING INST 9,000.40 4,063.20 122% 

1974 GENERAL MILLS LUCKY CHARMS CEREAL 8,999.90 8,472.60 6% 

1975 BOEING CO CP 8,997.10 10,517.90 -14% 

1976 AM PM MINI MARKET 8,994.60 8,740.60 3% 

1977 BAILEYS IRISH CREAM LIQUEUR 8,994.30 9,944.00 -10% 

1978 WAL-MART DISC PORTRAIT STUDIO 8,993.70 5,440.80 65% 

1979 BAN BEAUTIFULLY SMOOTH SOLID AP/DEOD 8,978.40 10,053.20 -11% 

1980 ARM&HAMMER COMPLETE CARE TOOTHPASTE 8,973.40 0 NA 

1981 COURTESY FORD 8,968.80 4,727.00 90% 

1982 SKECHERS SHOES & SNEAKERS M & W 8,958.00 773.6 1058% 

1983 GMC DLR ASSN ENVOY 8,956.90 4,610.00 94% 

1984 FREAKY FRIDAY VIDEO 8,954.10 0 NA 

1985 GMC DLR ASSN YUKON 8,950.50 1,457.00 514% 

1986 REVLON LIPGLIDE CLR GLS LIP COLOR 8,950.40 13,963.50 -36% 

1987 JOHN FRIEDA FRIZZ EASE HAIR SERUM 8,944.70 3,980.10 125% 

1988 PENNSYLVANIA ST LOTTERY 8,943.40 12,034.70 -26% 

1989 ARBOR MIST WINE BLENDERS 8,936.00 0 NA 

1990 GLENLIVET SCOTCH WHISKEY 8,928.00 6,446.40 38% 

1991 EPA ENERGY STAR PROGRAM 8,925.10 5,367.30 66% 

1992 ARRID TOTAL SOLID AP/DEOD 8,923.50 0 NA 

1993 ST JOHN CLOTHING STORE WOMEN 8,916.10 6,727.90 33% 

1994 LIVE LINKS DATING SVC 8,910.70 6,140.90 45% 

1995 MSN TV INTERNET SERVICES 8,906.80 7,410.10 20% 

1996 OCUVITE PRESERVISION EYE VITAMIN 8,899.10 8,969.90 -1% 

1997 KRAFT VAR FOOD PDTS 8,898.30 9,039.00 -2% 

1998 CARSON PIRIE SCOTT DEPT MISC 8,893.20 5,100.70 74% 

1999 NEWMARKET WHALE RIDER MOVIE 8,889.20 0 NA 

2000 PONTIAC AUTOS GRAND AM 8,887.30 23,144.60 -62% 

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Superbrands 2004 - Brand Autopsy

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