{"id":56774,"date":"2018-07-09T07:00:26","date_gmt":"2018-07-09T11:00:26","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=56774"},"modified":"2018-07-06T17:49:14","modified_gmt":"2018-07-06T21:49:14","slug":"cossette-utilise-la-psychologie-inversee-pour-sa-nouvelle-campagne-avec-takis","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/cossette-utilise-la-psychologie-inversee-pour-sa-nouvelle-campagne-avec-takis\/","title":{"rendered":"Cossette utilise la psychologie invers\u00e9e pour sa nouvelle campagne avec Takis"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter  wp-image-56775\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/07\/Palissade-FR-300x180.jpg\" alt=\"\" width=\"648\" height=\"389\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/07\/Palissade-FR-300x180.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/07\/Palissade-FR-768x461.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/07\/Palissade-FR-1024x614.jpg 1024w\" sizes=\"(max-width: 648px) 100vw, 648px\" \/><\/p>\n<p><span style=\"font-size: 12px; color: #999999;\">9 juillet 2018<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #000080; font-size: 20px;\">Nouveau joueur dans la cat\u00e9gorie fort achaland\u00e9e des collations, Takis s\u2019attaque au march\u00e9 canadien dans sa toute premi\u00e8re campagne nationale avec un message-choc\u00a0: MANGE PAS DE TAKIS.\u00a0<\/span><span class=\"s1\"><span style=\"color: #000080; font-size: 20px;\">La marque, qui s\u2019adresse aux jeunes adultes, fait appel \u00e0 la psychologie invers\u00e9e pour se d\u00e9marquer. <\/span><br \/>\n<\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span style=\"font-size: 16px;\"><span class=\"s1\">Dans un contexte o\u00f9 l\u2019attention du consommateur est constamment sollicit\u00e9e, il nous fallait un message fort et retentissant, ne serait-ce que pour avoir comme r\u00e9ponse\u00a0: <i>C\u2019est quoi \u00e7a des Takis?<\/i>\u00a0<\/span><span class=\"s2\">\u00bb,<\/span><span class=\"s1\"> affirme Heather Crees, Vice-pr\u00e9sidente principale, Marketing chez Canada Bread, qui fabrique la marque. <\/span><\/span><\/p>\n<\/blockquote>\n<p class=\"p1\"><span class=\"s1\">C\u2019est gr\u00e2ce \u00e0 l\u2019avertissement MANGE PAS DE TAKIS que la marque a pu communiquer les caract\u00e9ristiques uniques du produit\u00a0: c\u2019est trop piquant (Takis Fuego), c\u2019est trop croustillant (Takis Xplosion), c\u2019est trop intense (Takis M\u00e9chant Burger). <\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span style=\"font-size: 16px;\"><span class=\"s1\">Le message que nous envoyons aux consommateurs, \u00e0 chaque point de contact, c\u2019est de ne pas manger de Takis, de ne pas nous suivre sur Facebook ni sur Instagram, de ne pas visiter notre site web. On cache le logo. On barre le produit. On ne respecte rien&#8230; volontairement. Pourquoi? Parce que les gens d\u2019ici n\u2019ont jamais vu des chips aussi intenses, et c\u2019est notre devoir de les avertir!\u00a0<\/span><span class=\"s2\">\u00bb, <\/span><span class=\"s1\">confient Anne-Claude Ch\u00e9nier, vice-pr\u00e9sidente, cr\u00e9ation publicitaire et Michel-Alex Lessard, vice-pr\u00e9sident, strat\u00e9gie cr\u00e9ative chez Cossette.<\/span><\/span><\/p>\n<\/blockquote>\n<p class=\"p1\"><img loading=\"lazy\" class=\"aligncenter  wp-image-56776\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/07\/Mange-pas-de-Takis-FR-218x300.gif\" alt=\"\" width=\"516\" height=\"710\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">D\u2019ailleurs, depuis le lancement de la campagne, Takis a mis <a href=\"https:\/\/www.instagram.com\/takiscanada\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">sa propre page Instagram<\/span><\/a> en mode priv\u00e9e dans le but de dissuader les internautes de la suivre. \u00c9videmment, l\u2019effet inverse se produit.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Dans trois vid\u00e9os, Takis donne vie \u00e0 ses avertissements en surprenant des consommateurs qui y contreviennent.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/BtaztJFNoVI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/KQqgBy78ziM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p1\"><span class=\"s1\">L\u2019offensive nationale se d\u00e9cline \u00e0 travers plusieurs plateformes, de l\u2019affichage ext\u00e9rieur et dans les transports en commun aux volets web et r\u00e9seaux sociaux. Cossette a \u00e9galement r\u00e9alis\u00e9 le site de la campagne <a href=\"https:\/\/donteattakis.ca\/en#top\"><span class=\"s3\"><span style=\"color: #3366ff;\">donteattakis.ca<\/span><\/span><\/a><span style=\"color: #3366ff;\">. <\/span><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Au cours des prochaines semaines, de nouveaux contenus seront aussi publi\u00e9s dans les m\u00e9dias sociaux gr\u00e2ce \u00e0 des partenariats avec des <a href=\"https:\/\/isarta.com\/infos\/?p=56552\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">influenceurs qu\u00e9b\u00e9cois et canadiens<\/span><\/a> tels que Pyrobooby, Bongizzlez, Ryan Swaze et Lysandre Nadeau.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #000080; font-size: 20px;\"><b>Cr\u00e9dits<\/b><\/span><\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\">Annonceur\u00a0:\u00a0Canada Bread (Takis) &#8211; Heather Crees, Riona W Coller, Stephanie Bell, Neha Pal<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Agence\u00a0: Cossette<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Strat\u00e9gie\u00a0: Michel-Alex Lessard, Mikael Lebleu<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Cr\u00e9ation\u00a0: Anne-Claude Ch\u00e9nier, Ben Duquette, Cameron Hudson, David Th\u00e9roux, Patrick Michaud<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Num\u00e9rique\u00a0: Belinda Potvin, David Fr\u00e9chette, Kimberley Neill, Luc Mercier, Salima Lhessani, Sin Yi Ma, Sylvain Jacques <\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Produit\u00a0: Marie-Pier Kerr<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Agence m\u00e9dia\u00a0: Spark<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">R\u00e9alisation\u00a0: 1One\/Anthony Ayotte<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Son\u00a0: Apollo<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Relations publiques\u00a0: La Force Du Collectif, Axelle Techer<\/span><\/li>\n<\/ul>\n<div class=\"likebtn_container\" 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