Brands preferred to celebrities in Germany

17 May 2012

BERLIN: Brands like Nivea, Aldi and Dr Oetker are seen as more likeable and credible than leading celebrities by a majority of German women, new figures show.

BRIGITTE, the magazine, partnered with the research firms MMA MediaMarktAnalysen, Ipsos and ISBA to survey 5,026 female shoppers, all of which were in the 14–70 year old demographic.

When assessing the brands they actively "liked", Nivea, the beauty range, scored 65%, ahead of Aldi, the discount retailer, on 61%, and DM, the drugstore group, on 50%.

Dr Oetker, the packaged food line, also registered 48%, bettering Google, the search engine, on 46%, Dove, the personal care line, on 45%, and Ikea, the furniture retailer, on 45%.

Only Günther Jauch, the TV host, logged comparable ratings here, on 53%. However, the politicians Angela Merkel and Barack Obama, Angelina Jolie, the actress, and Lena Meyer-Landrut, the popstar, were all less popular than the leading brands.

Similar trends were observable in terms of credibility, with Nivea on 74%, Aldi on 70% and Dr Oetker on 62%. As with the previous metric, no celebrity made the top ten in this area.

When discussing "role models", Greenpeace, the environmental not-for-profit group, generated 36%, a total matched by Aldi, and just one percentage point in front of Nivea.

Günther Jauch was again the leading celebrity on 30%, with Barack Obama on 27% and Alice Schwarzer, the journalist and author, on 26%.

Upon being asked about the brands and individuals they associated with "success", 81% of interviewees chose Aldi, while Nivea posted 75%.

Dieter Bohlen, the singer, recorded 73%, ahead of Heidi Klum, the model, and Stefan Raab, the TV host and entertainer, on 71% apiece. Lady Gaga, the popstar, delivered 68%.

However, the study also reported that many women also had negative things to say about these well-known figures, despite the fact they were perceived as being successful.

Data sourced from BRIGITTE; additional content by Warc staff