{"id":186,"date":"2007-01-02T17:31:10","date_gmt":"2007-01-02T16:31:10","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/01\/02\/les-boissons-a-bulles-en-pleine-effervescence\/"},"modified":"2022-09-13T08:39:38","modified_gmt":"2022-09-13T06:39:38","slug":"perrier","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/01\/02\/perrier\/","title":{"rendered":"Perrier et les boissons \u00e0 bulle en pleine effervescence"},"content":{"rendered":"<p>Les boissons gazeuses ne manquent pas d\u2019effervescence ces derniers temps \u2026 Zoom sur Orangina et Perrier : deux strat\u00e9gies pour f\u00e9d\u00e9rer autour d\u2019une marque et s\u00e9duire les plus jeunes :<\/p>\n<h2>Perrier et les boissons \u00e0 bulle en pleine effervescence<\/h2>\n<p>Peu apr\u00e8s l\u2019arriv\u00e9e d\u2019un <a href=\"http:\/\/www.categorynet.com\/v2\/content\/view\/32265\/286\/\" target=\"_blank\" rel=\"noopener noreferrer\">nouveau directeur marketing<\/a>, Orangina d\u00e9cide de se secouer afin de rester tendance aupr\u00e8s de sa cible pr\u00e9f\u00e9r\u00e9e, les 15-25 ans. Les points essentiels de sa campagne sont les suivants :<\/p>\n<figure id=\"attachment_187\" aria-describedby=\"caption-attachment-187\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/supdorangina.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-187\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/supdorangina.jpg\" alt=\"Perrier et les boissons \u00e0 bulle en pleine effervescence\" width=\"520\" height=\"299\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/supdorangina.jpg 400w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2007\/01\/supdorangina-300x172.jpg 300w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-187\" class=\"wp-caption-text\">Perrier et les boissons \u00e0 bulle en pleine effervescence<\/figcaption><\/figure>\n<ul>\n<li class=\"MsoNormal\">Renouer avec l\u2019ADN de la marque, c\u2019est \u00e0 dire le c\u00e9l\u00e8bre<br \/>\n\u2018Secouez-moi\u2019 en cr\u00e9ant la Suporangina<br \/>\n, \u00e9cole destin\u00e9e \u00e0 apprendre \u00e0 \u2018secouer\u2019 l\u2019orangina : il s\u2019agit l\u00e0 d\u2019une mani\u00e8re<br \/>\nd\u2019introduire la nouvelle g\u00e9n\u00e9ration aux modalit\u00e9s de consommation du produit;<\/li>\n<li class=\"MsoNormal\">Cr\u00e9er une communaut\u00e9 virtuelle digne de <a href=\"\/\/secondlife.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Second<br \/>\nlife<\/a>: int\u00e9grer la Suporangina implique de passer un dipl\u00f4me d\u2019entr\u00e9e , de suivre des cours, et de vivre tout cela au travers d\u2019un avatar personnalisable \u00e0 volont\u00e9 ;<\/li>\n<li class=\"MsoNormal\">Assurer le buzz par des videos con\u00e7ues par les consommateurs eux m\u00eame <a href=\"http:\/\/www.dailymotion.com\/video\/xojtl_orangina-draftfcb-112006\" target=\"_blank\" rel=\"noopener noreferrer\">etlaisser Youtube faire le reste <\/a><span style=\"font-family: Times New Roman; font-size: medium;\">!!<\/span><\/li>\n<\/ul>\n<p>Pour se rajeunir, Perrier a exp\u00e9riment\u00e9 quant \u00e0 lieu d\u2019autres techniques :<\/p>\n<ul>\n<li class=\"MsoNormal\">Durant cet \u00e9t\u00e9, en France, PERRIER a innov\u00e9 par une campagne d&#8217;email-video ce qui peut para\u00eetre audacieux, voir risqu\u00e9 : cet outil est encore r\u00e9cent <a href=\"http:\/\/www.journaldunet.com\/0611\/061102-perrier.shtml\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00eame<br \/>\nsi le journal du net laisse entendre que le bilan a \u00e9t\u00e9 positif <\/a>;<\/li>\n<li class=\"MsoNormal\">Aux Etats Unis PERRIER a m\u00eame lanc\u00e9 <a href=\"https:\/\/www.nytimes.com\/2006\/10\/17\/business\/media\/17adco.html?ex=1318737600&amp;en=8f42195c56c4816a&amp;ei=5090&amp;partner=rssuserland&amp;emc=rss\" target=\"_blank\" rel=\"noopener noreferrer\">une op\u00e9ration de Hacking <\/a>sur sa propre marque! Une strat\u00e9gie qui ne<br \/>\nmanque pas d&rsquo;audace &#8211; et risque fort d&rsquo;\u00eatre critiqu\u00e9e par les d\u00e9fenseurs de l&rsquo;ADN de la marque- mais qui a le m\u00e9rite de permettre aux consommateurs de s\u2019approprier la marque.<\/li>\n<\/ul>\n<p>L\u2019enjeu de demain sera sans nul doute de cr\u00e9er une alchimie entre le consommateur et la marque ce qui implique une parfaite ma\u00eetrise et un savant dosage des outils de marketing alternatif et des communaut\u00e9s virtuelles.<!--\/codes_iframe--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les boissons gazeuses ne manquent pas d\u2019effervescence ces derniers temps \u2026 Zoom sur Orangina et Perrier : deux strat\u00e9gies pour f\u00e9d\u00e9rer autour d\u2019une marque et s\u00e9duire les plus jeunes : Perrier et les boissons \u00e0 bulle en pleine effervescence Peu apr\u00e8s l\u2019arriv\u00e9e d\u2019un nouveau directeur marketing, Orangina d\u00e9cide de se secouer afin de rester tendance &hellip;<\/p>\n","protected":false},"author":6,"featured_media":67864,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Perrier et les boissons \u00e0 bulle en pleine effervescence<\/title>\n<meta name=\"description\" content=\"Les boissons gazeuses ne manquent pas d\u2019effervescence ces derniers temps \u2026 Zoom sur Orangina et Perrier : deux strat\u00e9gies pour f\u00e9d\u00e9rer autour d\u2019une marque\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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