A 1664 alcohol-free white beer, sweet fruit desserts with honey from Andros, an ecological liquid detergent for sensitive skin with aloe vera from Rainett or even Albal’s easy cut fresh film… What do all these products have in common? For twelve months, each of them has been able to boast of being “elected product of the year” 2018. The logo with white letters on a red background necessarily tells you something: for more than thirty years, it has been displayed on certain products, in advertising campaigns or in stores. And this logo has spread to more than 40 countries over the years, some of which are under license. But who are the (happy) chosen ones and how did they become so?
“We have worked a lot on the methodology”, assures Philippe Gelder, CEO World & France of “Voted Product of the Year Worldwide”. This old communications and marketing backpacker bought the brand with other investors two years ago from its creator Christian Le Bret. At the helm of this marketing steamroller since then – the Paris and Brussels teams own the brand in 11 countries, the other countries are under operating licenses – he insists on the basic idea, to give a voice to consumers , and extols the “thoroughness” of the selection process.
10,000 consumers surveyed and tested in real situations
The product that applies for this competition must have been on the market for less than 18 months. It is first submitted to a committee of institutional or industry experts (ANIA, Bpifrance, Inpi, CCI France, etc.). Once approved, it is subject to consumer judgment through a Nielsen study (measurement and marketing trends specialist). Some 10,000 consumers are surveyed, including at least 500 users of the product category concerned, and comment on the perceived innovation, attractiveness and purchase intention vis-à-vis the product, without testing themselves the product. “The candidate product is confronted with other products representing its category, between one and six”, specifies Philippe Gelder. Products which may or may not themselves be candidates for the title.