Consumer awareness has changed. Organic is no longer just a trend, it is now central to society: In the “Forsa” study “Die Lieblingsmarke der Deutschen” (the Germans’ favourite brands), Alnatura overtook Coca Cola to become the overall favourite food brand. Demeter followed closely behind and beat brands such as Nutella and Aldi. Weleda is the only natural cosmetics manufacturer in the top brands ranking and is only beat by three conventional cosmetics companies. This proves: Value-orientated brands are in the top league – despite their comparatively lower advertising budgets.
All three organic brands were significantly influenced by the Eberle Advertising Agency. Bernd Eberle, CEO of the agency: “We congratulate our clients on this massive success and we are pleased that the trust they have placed in us has paid off”. The agency, headquartered in Schwäbisch Gmünd, has been accompanying Alnatura’s expansion from as early as 1995 until today, where there are 90 branches and over 6,000 Alnatura branded products. Weleda has been a client since 1992 and Demeter has worked with Eberle for over six years.
Long-term cooperation pays off
“From the beginning, we have aimed for long-term cooperation with clients. This strategy is particularly successful with regards to brands that need to fight on the market like David against Goliath”, says Eberle. “Of course, the right strategy, good advertising and an attractive design play an even bigger role.” Currently, his agency is most likely the largest in the organic and sustainability sector and has been working with clients such as Weleda, Alnatura, Holle Baby Food, Demeter, Davert, Voelkel Organic Juices and many others for years. “We are driven by sustainable cooperation and the thought of sustainably changing consumers’ minds. We call this sustainably strengthening brands”, concludes Bernd Eberle “now we see the success of our action”.
For the representative study “Die Lieblingsmarke der Deutschen” (the Germans’ favourite brands), the marketing research institute Forsa was commissioned by Brandmeyer brand consultants to survey more than 3,000 Germans, whereby almost 2,000 stated their favourite brand. The special bit: Without the facts, anyone could call their brand a favourite. Hence why a list with the top 50 favourite brands was created.