Dishwashing trumps Ikea for Swedes

'Yes' washing-up liquid is Sweden's most loved brand with around 2.5 million Swedes big fans of the soapy detergent, according to a new report.

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43 percent, comparable to 2.5 million adult Swedes, said they love or like the Proctor & Gamble dishwashing liquid "very much".

Surprisingly, flatpack furniture king Ikea came third in the category for Swedes' best-loved brands. Cleaning products as a whole seem to capture Swedish hearts. Ajax and scouring pad Svinto are other popular brands.

Peter Wissing, CEO for Isi Wissing - the polling company that carried out the report - was surprised by the result.

"Even if 'Yes' is a very widespread brand I am a little surprised that a washing-up liquid and other cleaning products like Ajax and Svinto should be so loved by Swedes", he told The Local.

However, Wissing pointed out that Yes' success was down to the company's excellent communications and marketing skills over a long period of time.

"Yes are 'top of mind' with Swedes because they have concentrated for such a long time on consequential, effective communication", he told The Local.

The state-owned pharmacy monopoly Apoteket came second in the popularity stakes at 31 percent, with Ikea trailing at third place and with 29 percent of the votes.

1,000 people aged between 15 and 65 were questioned about 468 different Swedish brands. The poll shows that advertising clearly plays a role in how Swedes perceive the different brands.

"Advertising is incredibly important. But you cannot simply buy advertising as there is no correlation between how much advertising you buy and how much the brand is liked. If the ads are bad then the brand won't be a success - no matter how much money has been spent. That is very clear", Wissing told The Local.

Isi Wissing has been conducting this poll into Swedish brands since 2002. This year's poll reviews brands in 2007 and was the first one conducted online.

Although Ikea did not come first in any category, the brand was second favourite in both the "most liked" and "most happy customers" categories.

Wissing conceded that supporting Ikea is practically every patriotic Swede's duty.

"Ikea is a Swedish institution and Ingvar Kamprad is a Swedish figurehead", he said.

It seems that most Swedes agree with him as Ikea came second after Yes in the
"most contented consumers" category.