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Labour voters are obsessed with shoes, new research finds

LONDON - Labour voters like to spend their time shaving with Gillette razors, munching on Cadbury Flakes and Aero bars while looking at the Apple computers, according to a new poll.

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Conducted by Young & Rubicam, the research polled 500 people willing to divulge their political affiliation about the top 300 brands in the UK.

The research showed that in some ways, voters fall into archetypal pattern you might expect: Labour voters like the News of the World, the Sun and PG Tips while Tories choose the Daily Mail and Parker Pens.

However, it also reveals an obsession among Labour voters for shoe brands and watches, with Timberland, Kickers and CAT, along with Sekonda and Rolex, all making the top 20.

Liberal Democrat voters appear have tendencies towards hypochondria, with three self-medication products, Beechams Hot Lemon, Vicks and Calpol all appearing on their top 20.

Tory voters seemed to fit more into their stereotype, with no less than three credit/debit card brands making the top 20: Switch, Visa and Maestro.

Other surprises were Labour voters' fondness for Nivea for Men, and a Tory liking for trendy footwear brand Puma.

The Lib Dems moves to highlight environmental issues seem to fit in with their voters distaste for BP, which was their third least favourite brand, after the Labour party and the Conservative party.

Jim Williams, director of strategy for Y&R Europe, said: "Brand likes and dislikes are an insightful way to describe a brand's target audience, and we extracted the political data to see if it would give us snapshots of the characteristic voters for each party.

"The catholic tastes of Labour voters, ranging from traditional favourites like the News of the World to relatively new categories like Nivea for Men indicate that the party still has the broadest appeal across the population despite its reduced majority at the last election."

The research was extracted from a wider project by Y&R Europe looking at brand preferences, called the BrandAsset Valuator.

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