A huge notoriety with 96.5% of awareness
According to a 2003 CIAO* market survey of 4,000 young Europeans between the ages of 13 and 24, the Smiley Brand enjoys 96.5% aided awareness, and for 90% of those surveyed, the Smiley Brand is unisex. It is clearly identified as the key symbol of happiness, communication, electronic music and the 1970s and 80s.
*CIAO is an on-line community with several thousand members who provide product opinions and comments. With worldwide direct access to more than 7 million consumers in 32 countries, Ciao works with market survey groups and marketing professionals, gathering the data they need for their studies.