{"id":110017,"date":"2025-11-19T14:46:35","date_gmt":"2025-11-19T19:46:35","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=110017"},"modified":"2025-11-19T14:46:43","modified_gmt":"2025-11-19T19:46:43","slug":"de-plus-bons-matins-la-nouvelle-campagne-de-cossette-avec-boom-desjardins-pour-bon-matin","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/de-plus-bons-matins-la-nouvelle-campagne-de-cossette-avec-boom-desjardins-pour-bon-matin\/","title":{"rendered":"\u00ab\u00a0De plus bons matins\u00a0\u00bb, la nouvelle campagne de Cossette avec Boom Desjardins pour Bon Matin +"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-1024x576.jpeg\" alt=\"\" class=\"wp-image-110024\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-1024x576.jpeg 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-300x169.jpeg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-768x432.jpeg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-1536x864.jpeg 1536w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-2048x1152.jpeg 2048w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-1200x675.jpeg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p>18 novembre 2025<\/p>\n<p><strong>Apr\u00e8s avoir lanc\u00e9 un d\u00e9bat linguistique \u00e0 travers la province avec la fameuse question \u00ab Faut-il dire bonjour ou bon matin? \u00bb, Bon Matin revient cette ann\u00e9e avec une nouvelle campagne qui c\u00e9l\u00e8bre fi\u00e8rement la couleur unique de la langue qu\u00e9b\u00e9coise.<\/strong><\/p>\n<p>Dans cette nouvelle offensive cr\u00e9ative intitul\u00e9e \u00ab De plus bons matins \u00bb, <strong>Bon Matin + <\/strong>et<strong> Cossette<\/strong> jouent habilement avec les mots pour transformer un \u00ab accident linguistique \u00bb en d\u00e9claration identitaire.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>On trouvait \u00e7a pertinent de prendre le \u201cplus\u201d de <em>Bon Matin +<\/em> et de le mettre devant <em>Bon Matin<\/em>. \u00c7a cr\u00e9ait une promesse de marque \u201cplus bonne\u201d, m\u00eame si, sur le plan linguistique, ce n\u2019est pas 100 % juste, explique Philippe Brassard, directeur de cr\u00e9ation adjoint chez Cossette. Et pour incarner cette promesse imparfaite, mais vraie, qui de mieux que Boom? Apr\u00e8s ses <em>\u201cerreurs les plus pires\u201d<\/em>, il peut maintenant vivre des <em>\u201cmatins plus bons\u201d<\/em> avec le pain <em>Bon Matin +<\/em>. \u00bb<\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?height=476&#038;href=https%3A%2F%2Fwww.facebook.com%2FPainBonMatin%2Fvideos%2F1433955024987225%2F&#038;show_text=false&#038;width=380&#038;t=0\" width=\"380\" height=\"476\" style=\"border:none;overflow:hidden\" scrolling=\"no\" frameborder=\"0\" allowfullscreen=\"true\" allow=\"autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share\" allowFullScreen=\"true\"><\/iframe><\/p>\n<p>C\u2019est donc Boom Desjardins, figure bien-aim\u00e9e du rock qu\u00e9b\u00e9cois, qui pr\u00eate son autod\u00e9rision et son authenticit\u00e9 \u00e0 la campagne. \u00c0 travers une s\u00e9rie de capsules humoristiques diffus\u00e9es en ligne et du contenu sur les r\u00e9seaux sociaux, la campagne rend hommage \u00e0 ces petits travers matinaux (et langagiers) qui nous d\u00e9finissent.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>Cette campagne n\u2019aurait pas \u00e9t\u00e9 possible sans l\u2019humour et l\u2019implication de Boom Desjardins, souligne Melissa Dubord, gestionnaire marketing chez Bon Matin. Pour nous, c\u2019\u00e9tait une fa\u00e7on originale de se d\u00e9marquer dans l\u2019univers tr\u00e8s convenu du pain tranch\u00e9. \u00bb<\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?height=476&#038;href=https%3A%2F%2Fwww.facebook.com%2FPainBonMatin%2Fvideos%2F1848327862438604%2F&#038;show_text=false&#038;width=476&#038;t=0\" width=\"476\" height=\"476\" style=\"border:none;overflow:hidden\" scrolling=\"no\" frameborder=\"0\" allowfullscreen=\"true\" allow=\"autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share\" allowFullScreen=\"true\"><\/iframe><\/p>\n<p>D\u00e9ploy\u00e9e \u00e0 travers le Qu\u00e9bec, la campagne comprend des vid\u00e9os de 15 et de 6 secondes, une s\u00e9rie de capsules sociales, de l\u2019affichage ainsi que du mat\u00e9riel promotionnel en magasin. Elle inclut aussi une activation sp\u00e9ciale aussi inattendue qu\u2019irr\u00e9sistible : des pains Bon Matin + autographi\u00e9s par Boom\u00a0Desjardins, livr\u00e9s \u00e0 quelques figures bien connues de la culture populaire qu\u00e9b\u00e9coise, accompagn\u00e9s d\u2019un mot personnalis\u00e9 et d\u2019une invitation \u00e0 plonger dans la campagne.<\/p>\n<p><strong>CR\u00c9DITS<\/strong><\/p>\n<p><strong>Client <\/strong>: Bon Matin<\/p>\n<p>Mike Bascom, Alistair Senn, Maria Carolina Dambroz Gollo, Melissa Dubord, Jade Barnab\u00e9<\/p>\n<p><strong>Agence : <\/strong>Cossette<\/p>\n<p><strong>Cr\u00e9ation : <\/strong>Patrick Michaud, Philippe Brassard, Myl\u00e8ne B\u00e9nard, Marc-Antoine Vall\u00e9e<\/p>\n<p><strong>Strat\u00e9gie :<\/strong> Judikaela Auffr\u00e9dou<\/p>\n<p><strong>Produit : <\/strong>Chlo\u00e9 Burniaux, M\u00e9lanie Desjardins, M\u00e9lodie Desrochers Ndlela<\/p>\n<p><strong>Production d\u2019agence <\/strong>: Septi\u00e8me<\/p>\n<p><strong>Production \u00e9lectronique : <\/strong>Genevi\u00e8ve Boyer<\/p>\n<p><strong>Production imprim\u00e9e et num\u00e9rique : <\/strong>Martin Lemay, Nathalie Morneau, Mariette Parrod<\/p>\n<p><strong>Agence m\u00e9dia : <\/strong>PHD<\/p>\n<p><strong>Maison de production <\/strong>: Pas de fruit&nbsp;<\/p>\n<p><strong>Productrice <\/strong>: Maryse G\u00e9linas-Therrien<\/p>\n<p><strong>R\u00e9alisation : <\/strong>Olivier M\u00e9nard<\/p>\n<p><strong>Postproduction :<\/strong> Thomas d\u2019Auteuil, MASZ<\/p>\n<p><strong>Studio sonore :<\/strong> La Majeure&nbsp;<\/p>\n<p><strong>Concepteur sonore \/ mixeur :<\/strong> Jean-Michel Blanchette<strong>Productrice :<\/strong> \u00c9milie Choquette<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_110017\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/de-plus-bons-matins-la-nouvelle-campagne-de-cossette-avec-boom-desjardins-pour-bon-matin\/\"  data-item_title=\"&quot;De plus bons matins&quot;, la nouvelle campagne de Cossette avec Boom Desjardins pour Bon Matin +\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-1024x576.jpeg\"  data-item_date=\"2025-11-19T14:46:35-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s avoir lanc\u00e9 un d\u00e9bat linguistique \u00e0 travers la province avec la fameuse question \u00ab Faut-il dire bonjour ou bon matin? \u00bb, Bon Matin revient cette ann\u00e9e avec une nouvelle campagne qui c\u00e9l\u00e8bre fi\u00e8rement la couleur unique de la langue qu\u00e9b\u00e9coise.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_110017\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/de-plus-bons-matins-la-nouvelle-campagne-de-cossette-avec-boom-desjardins-pour-bon-matin\/\"  data-item_title=\"&quot;De plus bons matins&quot;, la nouvelle campagne de Cossette avec Boom Desjardins pour Bon Matin +\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-Bon-Matin-x-Cossette-Image-den-te\u0302te-2540x1440-1-1024x576.jpeg\"  data-item_date=\"2025-11-19T14:46:35-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":23,"featured_media":110024,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[195],"tags":[229,230],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/110017"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=110017"}],"version-history":[{"count":1,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/110017\/revisions"}],"predecessor-version":[{"id":110025,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/110017\/revisions\/110025"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/110024"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=110017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=110017"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=110017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}