{"id":981,"date":"2008-11-12T08:55:09","date_gmt":"2008-11-12T08:55:09","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=981"},"modified":"2024-04-11T07:37:01","modified_gmt":"2024-04-11T05:37:01","slug":"orangina","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2008\/11\/12\/orangina\/","title":{"rendered":"Orangina frappe en-dessous de la ceinture et marque des points"},"content":{"rendered":"

Il y a tout juste un an, quand Odile Biger a publi\u00e9 son pr\u00e9c\u00e9dent billet (voir ‘<\/span>la nouvelle publicit\u00e9 Orangina se concentre sur le produit<\/a>‘) sur ce blog au sujet de la nouvelle publicit\u00e9 d’Orangina, je ne voyais pas personnellement o\u00f9 \u00e9tait le probl\u00e8me.<\/span><\/p>\n

Dans ce monde, la sollicitation du dessous de la ceinture est omnipr\u00e9sent, et les publicit\u00e9s ont transform\u00e9 le consommateur en cobaye volontaire et assum\u00e9 du porno dit chic.\u00a0<\/span><\/p>\n

\"Orangina
Orangina – naturally juicy – naturellement pulpeuse (image commercial-archive.com)<\/figcaption><\/figure>\n

Voil\u00e0 une publicit\u00e9 avec des animaux plus ou moins bien mod\u00e9lis\u00e9s, un sous-entendu grivois qui faisait passer de la pulpe au pulpeux\u00a0; quelle affaire\u00a0! Une publicit\u00e9 de plus me disais-je. Et je me trompais \u00e0 l’\u00e9vidence comme se sont tromp\u00e9s nombre de nos lecteurs qui ont r\u00e9agi sur nos pages en se r\u00e9criant. La cr\u00e9ation n’\u00e9tait pas terrible selon certains, la pub \u00e9tait d’un mauvais go\u00fbt absolu selon les autres, et il est vrai que la suggestivit\u00e9 est assez directe, jusqu’\u00e0 l’apoth\u00e9ose, \u00e0 savoir le jaillissement (!) de la boisson gazeuse hors de sa bouteille.<\/p>\n

Un an apr\u00e8s donc, un article de Challenge (n\u00b0141, 23 Octobre 2008 sign\u00e9 Alice M\u00e9rieux) fait le bilan de la publicit\u00e9 en question et l’auteur y annonce son verdict\u00a0: La nouvelle publicit\u00e9 Orangina est la source du renouveau de la marque. +12% en valeur, +4% en volume alors que depuis des ann\u00e9es (7 pour \u00eatre pr\u00e9cis) les ventes du pr\u00e9cieux liquide symbole de la fiert\u00e9 nationale \u00e9taient en chute libre.<\/p>\n

Mieux encore, gr\u00e2ce \u00e0 cette nouvelle r\u00e9clame (le nom semble d\u00e9pass\u00e9, mais en sommes nous si loin\u00a0?) la nationale boisson r\u00e9ussissait \u00e0 porter le fer dans la perfide Albion, lieu de collusion avec le non moins perfide breuvage d’Atlanta (ce qui les sert bien d’ailleurs, vu les ravages de l’ob\u00e9sit\u00e9 outre Manche). Les r\u00e9clamations au Advertising Standards Authority (le BVP local) furent nombreuses – tous les britanniques ne sont pas lib\u00e9r\u00e9s de leurs pr\u00e9jug\u00e9s moralistes et puritains semble-t-il – et les ventes s’y d\u00e9velopp\u00e8rent de fa\u00e7on spectaculaire avec une augmentation de 77%.<\/p>\n

Certes, les esprits chagrins pourront faire remarquer que si l’augmentation de 4% en volume a g\u00e9n\u00e9r\u00e9 12% d’am\u00e9lioration en valeur, il s’est sans doute pass\u00e9 autre chose qu’une publicit\u00e9 (quoique l’effet du change \u00e0 l’export puisse aussi jouer). Egalement, on pourrait remarquer qu’il pourrait tout b\u00eatement s’agir d’une augmentation li\u00e9e \u00e0 un retournement de tendance li\u00e9 aux habitudes de consommation, l’Orangina n’\u00e9tant – bizarrement – pas toujours consid\u00e9r\u00e9 comme un ‘soft drink’, alors que ses concurrents souffrent – ou devraient souffrir de la campagne anti-ob\u00e9sit\u00e9.<\/p>\n

Mais c’est Z\u00e9ro le h\u00e9ros de la campagne anti-ob\u00e9sit\u00e9, et lui qui fait d’ailleurs le plus souffrir Orangina. Orangina a en effet manqu\u00e9 ses innovations (l’Orangina rouge au Guarana qui avait un go\u00fbt assez supersonique n’a pas surv\u00e9cu \u00e0 la crise) alors que Coca en tente beaucoup et en r\u00e9ussit quelques unes de fa\u00e7on spectaculaire.<\/p>\n

Ceci \u00e9tant les modes changent, et parfois dans les 2 sens. T\u00e9moin le come back spectaculaire et temporaire il y a quelques ann\u00e9es de la boisson ant\u00e9diluvienne Cacolac (relanc\u00e9 par la marionnette de Jean Pierre Papin des Nuls il y a plus de 10 ans<\/span>). Orangina serait-il revenu \u00e0 la mode\u00a0? Nous n’en avons pas la preuve.<\/p>\n

Cette fois-ci donc il faut se rendre \u00e0 l’\u00e9vidence, la publicit\u00e9 a eu certainement un effet positif en r\u00e9veillant les consciences et en choquant (comme le dit le directeur marketing de la marque \u00ab\u00a0on aime ou on n’aime pas\u00a0\u00bb (Challenges, ibid.). Ceci nous dit aussi que les vieilles recettes de la publicit\u00e9 limite font toujours recette, mais aussi que le public est finalement – m\u00eame si c’est marginal dans les nombres – assez vite choqu\u00e9 par des choses bien inoffensives. Et n’oublions pas de reconna\u00eetre qu’Odile a \u00e9t\u00e9 visionnaire dans son billet.<\/p>\n

    \n
  • Pour relire le billet d’Odile sur la nouvelle pub d’Orangina cliquer ici<\/span><\/li>\n<\/ul>\n

    [polldaddy poll=1099293]<\/p>\n","protected":false},"excerpt":{"rendered":"

    Il y a tout juste un an, quand Odile Biger a publi\u00e9 son pr\u00e9c\u00e9dent billet (voir ‘la nouvelle publicit\u00e9 Orangina se concentre sur le produit‘) sur ce blog au sujet de la nouvelle publicit\u00e9 d’Orangina, je ne voyais pas personnellement o\u00f9 \u00e9tait le probl\u00e8me. Dans ce monde, la sollicitation du dessous de la ceinture est …<\/p>\n","protected":false},"author":2,"featured_media":34070,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-981","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nOrangina frappe en-dessous de la ceinture et marque des points<\/title>\n<meta name=\"description\" content=\"Il y a tout juste un an, quand Odile Biger a publi\u00e9 son pr\u00e9c\u00e9dent billet (voir 'la nouvelle publicit\u00e9 Orangina se concentre sur le produit') sur ce blog\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2008\/11\/12\/orangina\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta 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