SUNDAY TIMES TOP BRANDS AWARDS REVEAL LIGHT AT THE END OF RECESSIONARY TUNNEL

SUNDAY TIMES TOP BRANDS AWARDS REVEAL LIGHT AT THE END OF
                            RECESSIONARY TUNNEL
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Johannesburg, 3 August 2012: At a glamorous event held last night at Urban Tree in Kramerville, Unathi
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Msengana - media personality, musician and SA Idols judge - announced the winners of the 14 Sunday
Times Top Brands Awards. The Sunday Times Top Brands Survey, commissioned by Avusa Media and
conducted by TNS, interviewed 400 senior business people, as well as 3500 consumers over the age of 18.
The results reveal a general trend that, in many instances, category usage has increased significantly from
last year, with consumer optimism emerging from the recessionary mindset.

Neil Higgs, senior adviser and head of innovation at TNS South Africa, said that the company’s consumer
confidence measure shows that South Africans were relatively bullish regarding the first quarter of the year,
“with consumers willing to spend more on luxury goods such as cars, sports clothing and cosmetics.”

The survey evaluated overall brand familiarity, user experience, non-user perception, and actual brand
presence in the South African market. The combined results of these aspects delivered the winning brands in
38 consumer categories, and 13 business sector categories.

Once again, Koo walked away with the Grand Prix Overall Favourite Brand Award. Familiar stalwart Coca-
Cola placed second while also winning three prestigious Top Brands Grand Prix awards as the brand that
has done the most to uplift the community, the brand rated most environmentally friendly, and the brand
considered most-desirable to work for (a new Grand Prix category in 2012).

Based on the runaway success of the ‘Steve’ campaign, the Top Brands Marketing Personality of the Year
accolade went to Bernice Samuels, chief marketing officer for FNB. The influence of this campaign also
undoubtedly pushed FNB up into second spot in the retail banking category, with currently beleaguered
Absa still maintaining the lead.

Consumer results showed some differences from that of the business leaders, with SAA claiming the award in
the consumer sector, and British Airways taking top place in the business sector for airlines. Similarly, Nokia
is the leading cell-phone choice for consumers, while the business sector is more aligned with Apple.
Vodacom is South Africa’s top rated telecommunications service provider in the eyes of both the business
sector and consumers.

Other category winners include: Rama, Bakers, Pyotts, Panado, Clover Krush, Red Square, Johnnie
Walker, Hansa, Hunters, Ricoffy, Cadbury, Tastic, Shoprite, KFC, Avon, Vaseline, Sunlight, Handy Andy,
Samsung, Defy, Toyota, Engen, Old Mutual, Hollard, Avis, Tsogo Sun, Momentum, Investec, DHL, Talk Radio
702, Nike, OUTsurance and Spur.

The Sunday Times remains the top weekly newspaper.

The Robyn Putter Top Brand Agency of the Year Award, which recognises the creative agencies behind
the big brands, is calculated on a points system for agencies with clients that achieved first, second and third
place in the Top Brands Survey. This year the award went to Draftfcb.

“With every survey commissioned, the Sunday Times continues to deliver real insights into the consumer
market in South Africa, and it’s a privilege to be able to provide our clients and the public with these interesting
findings,” concludes Trevor Ormerod, General Manager of Advertising Sales, Avusa Media.

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The results of the 2012 Sunday Times Top Brands Survey will be published as a supplement in the 5 August
2012 edition of the Sunday Times.

Please view the www.pushprint.co.za website for further information and results, follow the conversation on
Twitter @ST_TopBrands #TopBrands2012, and view the event image gallery on our Facebook page
https://www.facebook.com/#!/pages/PushPrint/259309784173587

Herewith follows the list of results in each category, as well as relevant commentary from TNS.

The 2012 Sunday Times Top Brands Survey Results (* awarded on the evening)

 Consumer

 Domestic Airline *
  1      South African Airways
  2      British Airways
  3      Mango

 Car *                                                          (significant increase in category usage)
                                                                • Positions were shuffled in this growing category with Toyota
  1      Toyota                                                 making a great leap into first position. Volkswagen pushed
                                                                Mercedes out of second position with its overall improvements
  2      Volkswagen                                             and even though BMW improved its scores, it was
                                                                outperformed by its competitors and fell from first to third
  3      BMW                                                    place.

 Petrol Station *
  1      Engen
                                                                (significant increase in category usage)
  2      BP
  3      Shell

 Convenience and Grocery Store *
  1      Shoprite                                               • Shoprite is once again in first place with Pick n Pay stable in
                                                                second place. Woolworths’ score has declined, which has
  2      Pick 'n Pay (Supermarket/ Hypermarket/ Family Store)   allowed Spar to move into its place in third.

  3      Spar/KwikSpar/Super Spar

 Fast Food *
  1      KFC
                                                                (significant increase in category usage)
  2      Nando's
  3      McDonald's / McCafe

 Chocolate *
  1      Cadbury slabs
  2      Lunch Bar
  3      Ferrero Rocher

Sweet Biscuits (new category) *
1    Bakers Tennis Biscuits
2    Bakers Eat-Sum-Mor
3    Bakers Romany Creams

Savoury Biscuits (new category)
1    Salticrax
2    Pro Vita
3    Pyott's Mini Cheddars

Essential Food *
1    Tastic
                                  (significant increase in category usage)
2    Albany
3    White Star

Tinned Food *
1    Koo
                                  (significant increase in category usage)
2    Lucky Star
3    All Gold

Fat Spreads (new category)
1    Rama
2    Stork
3    Flora

Household Cleaning *
1    Handy Andy
                                  (significant increase in category usage)
2    Sunlight
3    JIK

Laundry Care *
1    Sunlight
                                  (significant increase in category usage)
2    Sta-Soft
3    Omo

Personal Care *
1    Vaseline
2    Protex
3    Ponds

Headache Tablets
1    Panado
2    Grand-Pa
3    Disprin

Beauty and Cosmetics *            (significant increase in category usage)
                                  • The cosmetics category grew in 2012 with Avon capturing the
1    Avon                         crown from Estee Lauder, driven by improved user
                                  perceptions. Yardley upheld its position in second place and
2    Yardley                      Revlon’s improved user ratings pushed it up into third place.
3    Revlon

Sports Clothing Brand *
1    Nike
                                  (significant increase in category usage)
2    Adidas
3    Puma

Hot Beverage *
                                  • Ricoffy is still number one and Joko maintains third place in
1    Ricoffy                      the hot beverages category. The Five Roses score has
     Five Roses                   improved considerably and has thus swapped places with
2                                 Freshpak, moving from fourth to second place.
3    Joko

Fruit-based Drink *
1    Clover Krush
2    Tropika
3    Liqui-Fruit

Soft Drink *
                                  • Coca-Cola still dominates in first place by far and improved
1    Coca-Cola                    its score from last year. Fanta and Sprite remain in second and
     Fanta                        third place respectively; however, Sprite is narrowing its gap
2                                 with Fanta
3    Sprite

Beer *
1    Hansa
2    Heineken
3    Castle Lite

Alcoholic Spirit *
                                  • Johnnie Walker has moved into first place. Amarula made a
1    Johnnie Walker               great leap from tenth to second position facilitated by having
     Amarula                      the highest usage of all the brands tested in the category. Jack
2                                 Daniels went from sixth to third place.
3    Jack Daniel's

Cider
1    Hunter's Dry/Gold/ Extreme
                                  (significant increase in category usage)
2    Savanna Dry/Light
3    Redd's Dry/Original

Alcoholic Cooler                  • Red Square remains on top in this category through its
                                  increase in usership as well as improved user and non-user
1    Red Square                   ratings. Second and third place have new recipients with Brutal
     Brutal Fruit                 Fruit jumping up from fifth to second, and Smirnoff moving up
2                                 from fourth to third place because of the large declines of
3    Smirnoff Spin/Twist/ Storm   Hooch Fox and Bacardi Breezer

Retail Bank *                 (significant increase in category usage)
     Absa                     • Absa holds its position in first place in a growing category,
1                             while FNB knocked Standard Bank out of second to third place
2    FNB                      due to its greater improvement in overall ratings facilitated by
                              their successful ‘Steve’ advertising campaign.
3    Standard Bank

Short-term Insurance          (significant increase in category usage)
     Hollard                  • The top three positions have changed since last year with
1                             only OUTsurance remaining and it has been pushed out of first
2    OUTsurance               to second place. Hollard has jumped from fifth to first place.
                              Sanlam moved into the top three, taking third place.
3    Sanlam

Long-term Insurance
1    Old Mutual
                              (significant increase in category usage).
2    Sanlam
3    AVBOB

Electronic Goods *
1    Samsung
                              (significant increase in category usage)
2    LG
3    Sony

Cellphone *
1    Nokia
                              (significant increase in category usage)
2    Blackberry
3    Samsung

Telecoms Service Provider *
                              (significant increase in category usage)
1    Vodacom                  • MTN and Vodacom have swapped positions from last year
     MTN                      where Vodacom has moved up into first place. Cell C is still in
2                             third position. 8ta makes an appearance for the first time.
3    Cell C

Large Kitchen Appliance
1    Defy
                              (significant increase in category usage)
2    LG
3    Samsung

Daily Newspaper
1    Daily Sun
2    Sowetan
3    The Star

Weekly Newspaper
1    Sunday Times             (significant increase in category usage)
                              • The Sunday Times improved its lead in this category, while
2    Sunday Sun               the City Press fell from second to third place
3    City Press

Family Sit-down Restaurant
                                                 • This category records significant growth since 2011. Both
1    Spur                                        Spur and Wimpy maintain in first and second place
     Wimpy                                       respectively with both brands recording an increase in
2                                                usership. Ocean Basket has taken over News Cafe’s third
3    Ocean Basket                                place position.

Business

Cellphone *
1    Apple iPhone
2    BlackBerry
3    Nokia

Telecoms Service Provider *
1    Vodacom
2    MTN
3    Nashua Mobile

Computer Tablet/e-reader (new category) *
1    iPad
2    Samsung Galaxy Tab

Domestic Airline *
1    British Airways
2    Kulula.com
3    South African Airways

Car Hire *
1    Avis
2    Europcar
3    Budget

Local Hotel Group *                              (significant increase in category usage)
     Tsogo Sun                                   • Both Southern Sun, now known as Tsogo Sun, and City
1                                                Lodge have advanced two places to take first and second
2    City Lodge                                  place. On the other hand Protea Hotels and Protea Hotel Fire
                                                 and Ice have dropped into third place.
3    Protea Hotels and Protea Hotel Fire & Ice

Business Bank *
1    Investec
2    FNB
3    Standard Bank

Long-term Insurance *                            • Momentum has moved up from third position to take the
     Momentum Life (Incl. Metropolitan)          place of Discovery Life as the category winner owing to
1                                                improved user ratings. Sanlam has climbed up four places to
2    Sanlam                                      second position and Old Mutual has slipped down from second
                                                 to third place.
3    Old Mutual

Short-term Insurance *
1    OUTsurance
2    Santam
3    Mutual and Federal

Electronic Business Media
1    702
2    56.7 Cape Talk
3    SAFM

Business Print Media (Magazine)
1    Financial Mail
2    Time
3    The Economist

Business Print Media (Newspaper)
1    Business Day
2    Sunday Times - Business Times
3    Mail & Guardian - Business

Courier Company
1    DHL
                                                    (significant decrease in category usage)
2    Fedex
3    PostNet

GRAND PRIX

Overall Favourite Brand *
1    Koo
2    Coca-Cola
3    Rama

Done Most To Uplift The Community *
1    Coca-Cola
2    Pick 'n Pay
3    Shoprite

Done Most to Promote "Green" or "Environmentally
Friendly" *
1    Coca-Cola
2    Pick 'n Pay
3    Woolworths

Most Desired Company To Work For (new category) *
1    Coca-Cola
2    Eskom
3    Telkom

Robyn Putter Top Brand Agency of the Year *
  1     Draftfcb
  2     Ogilvy
  3     Lowe Bull

 Marketing Personality of the Year (by peer vote) *
  1     Bernice Samuels - FNB
  2     Quinton Cronje - Nandos
  3     Enzo Scarcella - Vodacom

- Ends –

For media queries and interview requests, please contact:

Zeenat Ebrahim, PR Account Executive

Ogilvy Public Relations

Tel: 021 467 1115

Email: Zeenat.Ebrahim@Ogilvy.co.za

Issued on behalf of:

Natalie Stephan, Head Trade Marketing & CRM, Avusa Media