{"id":66083,"date":"2019-06-12T17:30:50","date_gmt":"2019-06-12T21:30:50","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=66083"},"modified":"2019-06-12T17:30:50","modified_gmt":"2019-06-12T21:30:50","slug":"k72-signe-la-nouvelle-campagne-de-fruite","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/k72-signe-la-nouvelle-campagne-de-fruite\/","title":{"rendered":"k72 signe la nouvelle campagne de Fruit\u00e9"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter  wp-image-66087\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Fruite-k72-300x169.jpg\" alt=\"\" width=\"605\" height=\"341\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Fruite-k72-300x169.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Fruite-k72.jpg 700w\" sizes=\"(max-width: 605px) 100vw, 605px\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #999999; font-size: 12px;\">12 juin 2019<\/span><\/p>\n<p class=\"p1\"><span style=\"font-size: 20px;\"><strong><span class=\"s1\" style=\"color: #000080;\">Fruit\u00e9 lance sa plus importante campagne de communication int\u00e9gr\u00e9e depuis 10\u00a0ans en collaboration avec l\u2019agence K72.<\/span><\/strong><\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">Dans un premier temps, K72, Folk et les responsables de la marque de Lassonde se sont affair\u00e9s \u00e0 consolider le positionnement strat\u00e9gique de Fruit\u00e9.<\/span><\/p>\n<blockquote>\n<p class=\"p3\"><span style=\"font-size: 16px;\"><span class=\"s1\">Pour nous, il \u00e9tait clair que le <i>fun<\/i> et la couleur faisaient partie de l\u2019univers Fruit\u00e9 depuis le d\u00e9but, mais dans le cadre d\u2019une strat\u00e9gie plus int\u00e9gr\u00e9e, il fallait confirmer la pertinence et consolider la position que Fruit\u00e9 voulait prendre aupr\u00e8s du public cible\u00a0<\/span><span class=\"s3\">\u00bb,<\/span><span class=\"s1\"> explique Myl\u00e8ne\u00a0Trudeau, chef de la marque.<\/span><\/span><\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube-nocookie.com\/embed\/U64CbA_FxY4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p3\"><span class=\"s1\">De cet exercice est n\u00e9 le nouveau slogan\u00a0: Fruit\u00e9, c\u2019est bon.<\/span><\/p>\n<blockquote>\n<p class=\"p3\"><span style=\"font-size: 16px;\"><span class=\"s1\">Quand nous avons eu cette id\u00e9e au d\u00e9but, on se disait qu\u2019il manquait quelque chose, que c\u2019\u00e9tait trop simple, mais on s\u2019est rapidement rendu compte que tout y \u00e9tait. Quand on demande \u00e0 quelqu\u2019un pourquoi il boit du Fruit\u00e9, la premi\u00e8re r\u00e9ponse mentionn\u00e9e est que c\u2019est bon. On n\u2019avait pas besoin d\u2019inventer rien de plus\u00a0<\/span><span class=\"s3\">\u00bb<\/span><\/span><span class=\"s1\"><span style=\"font-size: 16px;\">, raconte Mathieu\u00a0Roy, concepteur-r\u00e9dacteur chez K72.<\/span> <\/span><\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/video.php?href=https%3A%2F%2Fwww.facebook.com%2Ffruite%2Fvideos%2F690777324668685%2F&amp;show_text=0&amp;width=560\" width=\"560\" height=\"315\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p3\"><span class=\"s1\" style=\"color: #000080;\"><b>Un univers d\u00e9cal\u00e9 pour un public cible qui aime \u00eatre surpris<\/b><\/span><\/p>\n<blockquote>\n<p class=\"p3\"><span style=\"font-size: 16px;\"><span class=\"s1\">Vu la cible avec laquelle on voulait communiquer, d\u00e8s le d\u00e9but des discussions avec Fruit\u00e9, il \u00e9tait s\u00fbr que nous voulions cr\u00e9er un univers absurde. Lorsque le positionnement s\u2019est clarifi\u00e9 et que nous avons \u00e9tabli que Fruit\u00e9, c\u2019est bon pour tout, surtout ce que personne n\u2019aurait pu imaginer, le champ \u00e9tait libre pour cr\u00e9er notre univers. Et nous avons eu la chance d\u2019avoir des clients qui ont embarqu\u00e9 dans notre d\u00e9lire \u00e0 110\u00a0%\u00a0<\/span><span class=\"s3\">\u00bb,<\/span><span class=\"s1\"> pr\u00e9cise Simon\u00a0Beaudry, directeur de cr\u00e9ation de K72.<\/span><\/span><\/p>\n<\/blockquote>\n<p class=\"p3\"><span class=\"s1\">Afin de faire na\u00eetre le nouvel univers de Fruit\u00e9, la marque a trouv\u00e9 un partenaire de choix en Rom\u00e9o\u00a0&amp;\u00a0Fils. La maison de production a jumel\u00e9 deux r\u00e9alisateurs sp\u00e9cialement pour le projet, soit \u00c9mile\u00a0Lavoie et JP\u00a0Chartrand.<\/span><\/p>\n<blockquote>\n<p class=\"p3\"><span class=\"s1\" style=\"font-size: 16px;\">Nous \u00e9tions tr\u00e8s excit\u00e9s de participer \u00e0 la r\u00e9alisation de la campagne et pour nous, unir les forces cr\u00e9atives d\u2019\u00c9mile et de JP \u00e9tait vraiment la meilleure fa\u00e7on d\u2019investir dans la concr\u00e9tisation des concepts imagin\u00e9s par K72\u00a0\u00bb, confie France-Aimy\u00a0Tremblay, productrice ex\u00e9cutive et associ\u00e9e chez Rom\u00e9o\u00a0&amp;\u00a0Fils.<\/span><\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube-nocookie.com\/embed\/AExygAy0ZDo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p3\"><span class=\"s1\">La marque a \u00e9galement pu compter sur l\u2019expertise de Workshop pour la cr\u00e9ation des effets sp\u00e9ciaux et d\u2019Audio\u00a0Z, qui signe la musique originale et le design sonore de chacun des messages. <\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">L\u2019univers Fruit\u00e9 met en vedette trois personnages hors de l\u2019ordinaire qui permettront \u00e0 la marque de prendre d\u2019assaut les r\u00e9seaux sociaux. Le Papi-papillon, le Sauveteur-centaure et le Grill font la preuve que Fruit\u00e9, c\u2019est sans contredit bon pour tout, tout le temps.<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube-nocookie.com\/embed\/IlyubX65HV0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p3\"><span class=\"s1\">La campagne est d\u00e9clin\u00e9e en messages vid\u00e9o, en affichage et en PLV. Elle sera \u00e9galement utilis\u00e9e pour nourrir le contenu ainsi que les strat\u00e9gies num\u00e9rique et \u00e9v\u00e9nementielle d\u00e9ploy\u00e9es par l\u2019agence Republik, partenaire de Fruit\u00e9 depuis 3\u00a0ans.<\/span><\/p>\n<p class=\"p3\"><span class=\"s1\">La campagne est diffus\u00e9e simultan\u00e9ment dans les march\u00e9s francophones et anglophones. Retrouvez les boissons Fruit\u00e9 dans la majorit\u00e9 des \u00e9piceries du Qu\u00e9bec, de l\u2019Ontario et des provinces maritimes.<\/span><\/p>\n<p><img src=\"https:\/\/d1uobcd9yukxup.cloudfront.net\/uploads\/images\/Fruite%CC%81+1-168996.gif\" alt=\"Fruit\u00c3\u00a9 1\" \/><\/p>\n<p class=\"p6\"><span class=\"s4\"><b>Cr\u00e9dits:<\/b><\/span><span class=\"s1\"><br \/>\n<\/span><\/p>\n<ul>\n<li class=\"p6\"><span class=\"s1\">Annonceur\u00a0: Lassonde\u00a0\u2013 Myl\u00e8ne\u00a0Trudeau, chef de marques, Caroline\u00a0Croteau, directrice marketing<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Agence\u00a0: K72<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Direction de cr\u00e9ation\u00a0: Simon\u00a0Beaudry<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Conception-r\u00e9daction\u00a0: Mathieu\u00a0Roy, Gabriel\u00a0Allaire<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Direction artistique\u00a0: Jean-Nicolas\u00a0Duval<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Strat\u00e9gie\u00a0: Folk, Lucas\u00a0Merlino, Charles\u00a0Filfe<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Conseil\u00a0: Nathalie\u00a0Quirion, Charles\u00a0Filfe<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Production imprim\u00e9e\u00a0: Celcius<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Infographie\u00a0: Genevi\u00e8ve\u00a0Couture, Celcius<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">M\u00e9dia\u00a0: Jungle\u00a0Media<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Production\u00a0: Rom\u00e9o &amp;amp; Fils<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Productrice\u00a0: France-Aimy\u00a0Tremblay<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">R\u00e9alisation\u00a0: \u00c9mile\u00a0Lavoie et JP\u00a0Chartrand<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">DOP\u00a0: Jean-Philippe\u00a0Bernier<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">D\u00e9cor\u00a0: Rodrigo\u00a0Sergio\u00a0Eguren\u00a0Raez<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Montage\u00a0: Thomas\u00a0Bellefleur<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Colorisation\u00a0: Outpost<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Effets sp\u00e9ciaux 3D\u00a0: Workshop<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Son\u00a0: Audio\u00a0Z<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Design sonore et mix\u00a0: R\u00e9my\u00a0Sealy<\/span><\/li>\n<li class=\"p6\"><span class=\"s1\">Musique originale\u00a0: Rapha\u00ebl\u00a0Reed<\/span><\/li>\n<\/ul>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_66083\"  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\"  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