Consumer awareness has changed. Organic is no longer just a trend, but has arrived in the middle of society: In the Forsa study “The Germans’ favorite brand”, Alnatura overtakes Coca-Cola to become the most popular food brand of all. Demeter follows shortly after and displaces brands such as Nutella or Aldi. Weleda is the only natural cosmetics manufacturer to be named in the ranking of the top brands and has only three conventional cosmetics companies ahead of it. This shows that Brands with a value-oriented background have arrived in the top league – despite comparatively low advertising budgets.
All three organic brands were significantly shaped by the Eberle advertising agency. Bernd Eberle, CEO of the agency: “We congratulate our clients on this tremendous success and are delighted with the trust they have placed in us for many years. The agency, based in Schwäbisch Gmünd, has been supporting Alnatura’s expansion since 1995 to almost 90 stores and over 6,000 Alnatura brand products today. Weleda has been a customer since 1992 and Eberle has been working with Demeter for more than six years.
Long-term cooperation pays off
“Right from the start, we focused on long-term partnerships with customers. This strategy is particularly successful when it comes to brands that have to assert themselves on the market like David against Goliath,” says Eberle. “Of course, the right strategy, good advertising and an attractive design then play an even greater role.” His agency is now probably the largest in the organic and sustainability sector and has been looking after clients such as Weleda, Alnatura, Holle Baby Food, Demeter, Davert, Voelkel juices and many others for years. “Sustainability in cooperation and thus making a lasting difference in the minds of consumers – that’s what drives us. We call this strengthening brands sustainably,” concludes Bernd Eberle “The success of our actions is now becoming apparent.
For the representative study “The Germans’ favorite brands 2014”, the market research institute Forsa surveyed over 3,000 Germans on behalf of Brandmeyer Markenberatung, with just under 2,000 naming a favorite brand. The special thing about it: everyone could name their favorite brand without any specifications. This resulted in a list of the top 50 most popular brands.
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