Integrated MKR sponsorship pays off as Dettol tops trusted brand list

Rosie Baker
By Rosie Baker | 22 July 2014

Dettol has topped the annual Reader's Digest list of trusted brands – something it can thank its sponsorship of Seven's My Kitchen Rules for.

The Reckitt Benckiser owned brand has amped up its presence on TV through integrated sponsorship of Seven's cooking show including ad spots and product placement spots featuring contestants, as part of the parent company’s sponsorship.

Dettol was singled out by four out of five Australians (81%) as the one brand they trust above all others in 2014.

Reader's Digest reckons the brand tops the list because “it protects us and make things right”, but it's increased presence in one of the most talked about TV shows in recent years has helped the brand stay front of mind.

FMCG brands dominate the list and the top 10 includes Colgate, Dyson, Dulux and Band-aid.

The survey also splits out the trusted brands in more than 40 categories including banks, BBQs, beer, breakfast and cars. For the full list, see below.

Despite its recent financial advisory scandal, Commonwealth Bank was named the most trusted bank in Australia. Coles pipped Woolworths to the post in the Supermarkets category. Toyota topped the car category, Lipton in tea and Bunnings is the most trusted retailer.

Hills Hoist came out as Australia’s most ‘iconic brand’ and Guide Dogs is the nation’s most trusted charity.

Australian Reader’s Digest editor-in-chief, Sue Carney, said: “Many purchases are made with the heart, and it’s the brands which continue to offer quality and substance that hold our trust. They have a long history of being steadfast and safe, which makes them a hot property in modern day Australia.”

Nearly all the people surveyed (95%) agreed that trust is more important than ever as more and more brands and businesses vie for consumer attention and 80% say trusting in a brand makes life easier. Nine in 10 say trust “is easily lost”.

The Reader's Digest has been asking Australians' about the brands they trust most for 14 years. The independent report, carried out by Catalyst Marketing & Research, surveyed 2,414 adults.

Data was post-weighted to ABS population estimates, to ensure the data is representative of the Australian population.

Reader's Digest reckons that when people trust something the brain releases oxytocin, a hormone that produces pleasurable feelings, and triggers a herding instinct that makes people feel happy and connected.

Top 10

1) Dettol
2) Colgate
3) Dyson
4) Dulux 
5) Band-Aid
6) Parker Pens
7) Jonhson & Johnson
8) Weber
9) Santiarium Weetbix
10) Panadol 

Category winners:

Australian iconic: Hills Hoist
Banks: Commonwealth / CBA
Barbecues; Weber
Beer: Carlton Crown
Bread: Bakers Delight
Breakfast Foods: Sanitarium Weet-Bix
Car: Toyota
Charity: Guide Dogs
Coffee: Machines Breville
Confectionery: Cadbury
Cruise Operators: P&O
Dishwashers Miele
DIY Power Tools: Bosch
First Aid: Dettol
Fridges: Westinghouse
Frozen Foods: Birds Eye
Funeral insurance: Suncorp
Gardening Equipment: Stihl
Gardening Products (seeds, fertilisers, soils etc): Yates
Hair: Care Dove
Household Cleaning: Pine O Cleen
Ice Cream: Streets / Blue Ribbon
Incontinence Products: Poise
Laundry Cleaning: Vanish Napisan
Life insurance: AMP
Milk: Dairy Farmers
Oral Healthcare: Colgate
Ovens Miele
Pain Relief: Panadol
Paint: Dulux
Pens: Parker
Pet Care (excluding food): Frontline
Pies: Four’N Twenty
Plasters / Adhesive Bandages: Band-Aid
Retailers: Bunnings
Small Kitchen Appliances: Breville
Sugar Substitutes: Equal
Superannuation: Australian Super
Supermarkets: Coles
Tea: Lipton
Toilet tissue: Kleenex
Tyres: Bridgestone
Vacuum Cleaners: Dyson
Vitamins & Supplements: Blackmores
Washing Machines: Fisher & Paykel
Whitegoods: Samsung

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