Reader's Digest unveils winners from annual Trust Poll

Names Brands Canadians Trust Most

MONTREAL, May 8, 2012 /CNW Telbec/ - The results are in for Reader's Digest Canada's fourth annual Trust Poll. Reader's Digest, Canada's #1 magazine, commissioned Leger Marketing to conduct an independent survey to ask Canadians who they trust most when it comes to (1) Canadian personalities, (2) Canadian professions and institutions, and (3) consumer brands. The findings, along with an in-depth look at the science of trust, are featured in the May 2012 issues of Reader's Digest and Sélection du Reader's Digest.

"The brands that are recognized by the Reader's Digest Trusted Brands program are able to use our Trusted Brands logo on their packaging and promotional materials," said Monique Hourd, Senior Director, Integrated Sales, Reader's Digest Canada. "This is a valuable benefit, as 45% of Canadians surveyed said that they are more likely to purchase a product or service that carries the Reader's Digest Trusted Brand seal."

Within 29 product categories ranging from allergy relief to tire manufacturers, Canada's Most Trusted Brands, 2012 winners are:

PRODUCT CATEGORY	BRAND
Air Freshener	Febreze
Allergy Relief	TIE:  Benadryl, Claritin & Reactine
Anti-Aging Skin Care	Olay
Bank/Trust Company	TD Canada Trust
Body Lotion	Aveeno
Breakfast Cereal	Kellogg's
Calcium Supplement	Jamieson
Cold Sore Remedy	Abreva
Cough/Cold Remedy	Buckley's
Fruit Juice	TIE:  Tropicana & Oasis
Hair Colouring	TIE:  Clairol & L'Oréal
Home Entertainment	Sony
Hybrid Car Manufacturer	Toyota
Life Insurance Company	Sun Life
Packaged Meats	Maple Leaf Foods
Pain Reliever	Tylenol
Passenger Car Manufacturer	TIE: Toyota, Ford & Honda
Pet Food	Iams
Sandwich Bread	Dempster's
Sensitive Toothpaste	Sensodyne
Smart phone	Apple
Snack Bars	Quaker
Sports/Energy Drink	Gatorade
Store Brand from a Grocery Chain	President's Choice
Sunscreen Skin Protection Product	Coppertone
Teeth Whitening Product	Crest
Tires	Michelin
Vacuum Cleaner	Dyson
Yogurt	Yoplait

For additional information on the Trusted Brands portion of the poll, please visit rd.ca/trustedbrands and selection.ca/marquesdeconfiance.

METHODOLOGY:

Leger Marketing completed 2012 online surveys among a random sample of Leger Marketing's LegerWeb online panel, 18 years of age or older. The study was conducted in two waves.  Wave one, the consumer brand portion of the study, was conducted between September 19 and September 27, 2011.  Wave two, the Canadian personalities, professions and institutions portion, was conducted between December 23, 2011 and January 7, 2012.  Leger Marketing completed 1506 online surveys for wave two.

Leger Marketing's online panel contains approximately 350,000 national members - with between 10,000 and 20,000 new members added each month, and has a retention rate of 90%. Panel members were randomly selected to receive email invitations to the individual surveys.

Upon completion of the study, the data was weighted for region, age, and gender.

ABOUT READER'S DIGEST:

Reader's Digest simplifies and enriches consumers' lives by discovering and expertly selecting the most interesting ideas, stories, experiences and products in health, home, family, food, money and humour. Along with being a premier publisher of Best Health, Our Canada and More of Our Canada,  books, music and video products, it operates a network of branded websites in Canada, including readersdigest.ca, selection.ca, ourcanada.ca, besthealthmag.ca, plaisirssante.ca and tasteofhome.com.  Subscriptions can be obtained at readersdigest.ca and via digital download on the iPad.

Monique Hourd, Senior Director, Integrated Sales is available for interviews.

 

 

Source: Reader's Digest Trusted Brand Study, Leger Marketing 2011

For more information, please contact:
Susan Zuzinjak, smitten creative boutique
416-782-2300, x 201 
[email protected]