{"id":252,"date":"2007-03-05T09:59:51","date_gmt":"2007-03-05T08:59:51","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/03\/05\/coca-cola-au-coeur-de-marseille\/"},"modified":"2021-03-05T08:21:15","modified_gmt":"2021-03-05T07:21:15","slug":"coca-marseille","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/03\/05\/coca-marseille\/","title":{"rendered":"Marseille : quand le Coca Cola s&rsquo;invite au coeur de la patrie du pastis"},"content":{"rendered":"<p>Coca Cola s\u2019invite \u00e0 Marseille, et s\u2019affiche sur le c\u00e9l\u00e8bre mur de l\u2019immeuble de la Corniche Kennedy, d\u00e9tr\u00f4nant ainsi Zidane.<\/p>\n<h2>Coca Cola s&rsquo;invite au coeur de Marseille<\/h2>\n<figure id=\"attachment_17387\" aria-describedby=\"caption-attachment-17387\" style=\"width: 519px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/03\/nyy1-e1591723962650.jpg\"><img decoding=\"async\" class=\"wp-image-17387 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2015\/03\/nyy1-e1591723962650.jpg\" alt=\"Coca Cola s'invite au coeur de Marseille\" width=\"519\" height=\"344\" \/><\/a><figcaption id=\"caption-attachment-17387\" class=\"wp-caption-text\">Coca Cola s&rsquo;invite au coeur de Marseille<\/figcaption><\/figure>\n<p>La marque ne semble pas vouloir jouer les intrus et d\u00e9cline son \u2018american way of life\u2019 avec l\u2019accent marseillais :<\/p>\n<ul>\n<li>L\u2019axe de communication \u2018Prend la vie c\u00f4t\u00e9 Coca Cola\u2019 devient pour l\u2019occasion \u2018Prend la vie c\u00f4t\u00e9 Coca Cola \u00e0 Marseille\u2019 ;<\/li>\n<li>\n<p>A la couleur rouge -partie int\u00e9grante de l\u2019ADN de la marque- s\u2019additionnent celles de l\u2019OM : le bleu et le blanc ;<\/p>\n<\/li>\n<li>\n<p>La fresque int\u00e8gre m\u00eame \u2018la bonne m\u00e8re\u2019 ;<\/p>\n<\/li>\n<\/ul>\n<p>Il s\u2019agit l\u00e0 d\u2019une strat\u00e9gie bien audacieuse : Coca Cola joue les cam\u00e9l\u00e9ons et cherche \u00e0 gagner le c\u0153ur de ses consommateurs en adoptant -voire m\u00eame en s\u2019appropriant- des symboles forts et des valeurs sp\u00e9cifiques aux Marseillais. Esp\u00e9rons pour la marque que ses intentions ne seront pas interpr\u00e9t\u00e9es comme une tentative d\u2019usurpation d\u2019identit\u00e9 \u2026<\/p>\n<p>Sources : <a href=\"http:\/\/www.emarketing.fr\/Breves\/ConsultBreve.asp?ID_Article=20486&amp;t=ANNONCEURS-Evenementiel-Coca-Cola-detrone-Zidane-de-la-corniche-Kennedy-a-Marseille\" target=\"_blank\" rel=\"noopener noreferrer\">emarketing<\/a> <!--\/codes_iframe--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca Cola s\u2019invite \u00e0 Marseille, et s\u2019affiche sur le c\u00e9l\u00e8bre mur de l\u2019immeuble de la Corniche Kennedy, d\u00e9tr\u00f4nant ainsi Zidane. Coca Cola s&rsquo;invite au coeur de Marseille La marque ne semble pas vouloir jouer les intrus et d\u00e9cline son \u2018american way of life\u2019 avec l\u2019accent marseillais : L\u2019axe de communication \u2018Prend la vie c\u00f4t\u00e9 Coca &hellip;<\/p>\n","protected":false},"author":6,"featured_media":17387,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marseille : quand le Coca Cola s&#039;invite au coeur de la patrie du pastis<\/title>\n<meta name=\"description\" content=\"Coca Cola s\u2019invite \u00e0 Marseille, et s\u2019affiche sur le c\u00e9l\u00e8bre mur de l\u2019immeuble de la Corniche 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