{"id":3916,"date":"2011-02-25T06:37:09","date_gmt":"2011-02-25T06:37:09","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=3916"},"modified":"2021-03-06T08:05:32","modified_gmt":"2021-03-06T07:05:32","slug":"orangina-naturellement-pulpeuse","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2011\/02\/25\/orangina-naturellement-pulpeuse\/","title":{"rendered":"Naturellement Pulpeuse : \u00e9tude sur la campagne d’ Orangina"},"content":{"rendered":"

Orangina a lanc\u00e9 une campagne \u00ab\u00a0naturellement pulpeuse\u00a0\u00bb. Voici une campagne qui n’en finit pas de faire couler de l’encre (\u00e9lectronique). Sujet d\u00e9j\u00e0 trait\u00e9 \u00e0 2 reprises sur notre blog, lisez ce rapport qui reprend d’ailleurs certains de nos travaux et qui pousse l’analyse tr\u00e8s loin.<\/p>\n

Etude sur la campagne d’ Orangina \u00ab\u00a0Naturellement Pulpeuse\u00a0\u00bb<\/h2>\n
\"Naturellement<\/a>
Naturellement Pulpeuse : \u00e9tude sur la campagne d’ Orangina<\/figcaption><\/figure>\n

\u00ab\u00a0Orangina L’analyse de cette publicit\u00e9 a \u00e9t\u00e9 r\u00e9alis\u00e9e par Ariane Costes, Amandine Julien, C\u00e9cilia Rizzi, Camille Almira, Aurore Bertrand, Mary Maltaverne et Emeline Cieren. I. La marque Nous avons choisi cette publicit\u00e9, Orangina \u2013 Naturellement Pulpeuse qui lors de sa sortie, \u00e9tait au c\u0153ur d\u2019une pol\u00e9mique. Cette publicit\u00e9 r\u00e9alis\u00e9e par l\u2019agence FFL, connu pour ses spots r\u00e9alis\u00e9s pour Coca-Cola,\u00a0SFR\u2026 \u00a0incarnent la nouvelle g\u00e9n\u00e9ration. Celle-ci aurait \u00e9t\u00e9 per\u00e7ue comme choquante, surtout par les britanniques qui trouvent le contenu plut\u00f4t explicite.<\/p>\n

Pourtant, cette publicit\u00e9 a permis de relancer la marque gr\u00e2ce au changement d\u2019axes publicitaires cr\u00e9ant un renouveau.
\nCe travail nous a permis de mieux cerner l\u2019objectif d\u2019une publicit\u00e9 gr\u00e2ce \u00e0 l\u2019analyse que nous avons pu en faire. Nous avons pu comprendre qu\u2019il est parfois important de changer de strat\u00e9gie pour pouvoir relancer une marque.<\/p>\n

Apr\u00e8s r\u00e9flexion, nous avons pu nous rendre compte que beaucoup de marques sont relanc\u00e9es gr\u00e2ce \u00e0 \u00ab un coup de pub \u00bb, c\u2019est-\u00e0-dire une publicit\u00e9 \u00e0 la fois int\u00e9ressante et choquante qui percute l\u2019esprit des consommateurs et des prospects. Ce syst\u00e8me permet de marquer les esprits et de garder la marque en t\u00eate pendant le comportement d\u2019achat\u2026<\/p>\n

Lire la suite de ce billet<\/a> sur publiciteprojet<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Orangina a lanc\u00e9 une campagne \u00ab\u00a0naturellement pulpeuse\u00a0\u00bb. Voici une campagne qui n’en finit pas de faire couler de l’encre (\u00e9lectronique). Sujet d\u00e9j\u00e0 trait\u00e9 \u00e0 2 reprises sur notre blog, lisez ce rapport qui reprend d’ailleurs certains de nos travaux et qui pousse l’analyse tr\u00e8s loin. Etude sur la campagne d’ Orangina \u00ab\u00a0Naturellement Pulpeuse\u00a0\u00bb \u00ab\u00a0Orangina L’analyse …<\/p>\n","protected":false},"author":2,"featured_media":55397,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2898],"tags":[],"class_list":["post-3916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communication-digitale"],"yoast_head":"\nNaturellement Pulpeuse : \u00e9tude sur la campagne d' Orangina<\/title>\n<meta name=\"description\" content=\"Orangina a lanc\u00e9 une campagne "naturellement pulpeuse". 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