Entries by Nadia

The collector – a guarantor of the brand’s memory ?

The Museum of Les Arts Décoratifs is dedicating an exhibition to collectors of goodies. “Pub Mania, ils collectionnent la publicité” (Ad Mania, they collect advertising) is exploring the phenomenon of one’s attachment to a brand and its promotional supports in charge of appealing to consumers and developing their loyalty. Some people develop a passionate interest […]

Inconvenient past: crisis communication and World War II

A great number of brands and companies have become aware of the importance of their history, even of the necessity to restore it through a more or less convincing storytelling to their clients and widely to the general public. However, dark and not so dark sides are often overshadowed or minimized in the construction of a unifying and meaningful history of the brand. Indeed…

“125 years of mutual happiness”

In 1886, John Stith Pemberton, a chemist, developed a refreshing and reinvigorating elixir, the medicinal qualities of which he praised. 125 years later, the “Coca-Cola Company” celebrates its anniversary in Atlanta and multiplies events in the whole world. In Paris, the “125”, a pop-up space, offers to plunge into the heart of the brand and its history.

Célébration Atlanta2

Tropicana and the erratic historical discourse

Tropicana

After failing to launch its new packaging in the United States – announced by a return to the former design and a loss of 35 million dollars in the reworking and the media campaign – Tropicana, a PepsiCo subsidiary, continues with its chaotic communication.