{"id":66373,"date":"2019-06-25T06:31:51","date_gmt":"2019-06-25T10:31:51","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=66373"},"modified":"2019-06-24T09:32:05","modified_gmt":"2019-06-24T13:32:05","slug":"cossette-mise-sur-la-psychologie-inversee-pour-la-nouvelle-campagne-de-takis","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/cossette-mise-sur-la-psychologie-inversee-pour-la-nouvelle-campagne-de-takis\/","title":{"rendered":"Cossette mise sur la psychologie invers\u00e9e pour la nouvelle campagne de Takis"},"content":{"rendered":"<p><img src=\"https:\/\/d1uobcd9yukxup.cloudfront.net\/uploads\/images\/TAKIS_BlueFlame_Affichage-169407.gif\" alt=\"1\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 12px; color: #999999;\">24 juin 2019<\/span><\/p>\n<p class=\"p1\"><strong><span class=\"s1\" style=\"font-size: 20px;\"><span style=\"color: #000080;\">Pour marquer le lancement de ses nouvelles chips de tortilla Takis Bleu enflamm\u00e9, la marque d\u00e9voile MANGE PAS DE TAKIS BLEU ENFLAMM\u00c9. Cette campagne nationale r\u00e9alis\u00e9e par Cossette, l\u2019agence de r\u00e9f\u00e9rence de Takis, fait encore une fois appel \u00e0 la psychologie invers\u00e9e pour se d\u00e9marquer.<\/span> <\/span><\/strong><\/p>\n<p class=\"p1\"><span class=\"s1\">Depuis un peu plus d\u2019un an, Takis met en garde les consommateurs canadiens contre ses chips qui sont trop croustillantes, trop piquantes et trop intenses pour \u00eatre mang\u00e9es. Maintenant, pour un temps limit\u00e9, elles seront aussi trop\u2026 bleues. <\/span><\/p>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\"><span style=\"font-size: 16px;\">Lorsque nous avons lanc\u00e9 Takis au Canada l\u2019an dernier, nous avons bien pr\u00e9venu les consommateurs de ne pas en manger parce qu\u2019elles sont trop piquantes et intenses. Nous avons malheureusement \u00e9chou\u00e9\u00a0\u00bb, avoue \u00e0 la blague Patrick Michaud, directeur de cr\u00e9ation chez Cossette.<\/span><\/span><\/p>\n<\/blockquote>\n<blockquote>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 16px;\">L\u2019intensit\u00e9 de la marque Takis se ressent jusque dans les caract\u00e9ristiques de ses produits. C\u2019est d\u2019autant plus vrai en ce qui concerne nos nouvelles Takis Bleu enflamm\u00e9 : en apparence, elles ressemblent \u00e0 toutes les autres chips, mais quand on les consomme, on a la surprise de voir notre langue devenir bleue \u00bb, affirme Riona Coller, directrice du marketing, collations, chez Bimbo Canada, qui fabrique la marque.<\/span><\/p>\n<\/blockquote>\n<p class=\"p3\"><span class=\"s1\">T<\/span><span class=\"s2\">akis redouble d\u2019efforts cette ann\u00e9e pour les convaincre les consommateurs de NE PAS MANGER DE TAKIS.<\/span><\/p>\n<blockquote>\n<p class=\"p3\"><span style=\"font-size: 16px;\"><span class=\"s1\">Pour continuer de b\u00e2tir la notori\u00e9t\u00e9 de la marque, nous devions faire ressortir encore plus l\u2019ADN intense des T<\/span><span class=\"s3\">akis dans chacune de nos ex\u00e9cutions cr\u00e9atives <\/span><span class=\"s2\">\u00bb<\/span><\/span><span class=\"s3\"><span style=\"font-size: 16px;\">, ajoute Patrick Michaud.<\/span> <\/span><\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube-nocookie.com\/embed\/QVydXzezWtM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p1\"><span class=\"s1\">De pair avec Publicit\u00e9 Sauvage, Takis et Cossette ont r\u00e9alis\u00e9 la toute premi\u00e8re palissade d\u00e9goulinante en affichage sauvage. En effet, les pi\u00e9tons qui passaient \u00e0 c\u00f4t\u00e9 des affiches avaient la surprise de d\u00e9couvrir que des coulisses de peinture s\u2019en \u00e9chappaient. <\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">En ligne et sur les r\u00e9seaux sociaux, <\/span><span class=\"s4\">des publicit\u00e9s de 6 et de 15 secondes pr\u00e9sentent des sc\u00e9narios loufoques, comme se faire tatouer la langue en bleu ou manger un crayon \u00e0 l\u2019encre, pour dissuader les consommateurs de go\u00fbter aux <\/span><span class=\"s1\">Takis Bleu enflamm\u00e9.<\/span><\/p>\n<p><img loading=\"lazy\" class=\" wp-image-66374 aligncenter\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Takis-cossette-300x157.png\" alt=\"\" width=\"644\" height=\"337\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Takis-cossette-300x157.png 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Takis-cossette-768x401.png 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Takis-cossette.png 977w\" sizes=\"(max-width: 644px) 100vw, 644px\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\">Ces avertissements se retrouvent \u00e9galement en affichage et dans les cin\u00e9mas en plus de prendre forme sur les r\u00e9seaux sociaux gr\u00e2ce \u00e0 un filtre Snapchat, \u00e0 des autocollants Instagram (qui ont g\u00e9n\u00e9r\u00e9 \u00e0 eux seuls plus de 3,1 million de vues jusqu\u2019\u00e0 pr\u00e9sent) et \u00e0 des GIF \u00e0 l\u2019image de la campagne. <\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Fid\u00e8le \u00e0 son ADN, Takis a d\u00e9cid\u00e9 de jouer des tours \u00e0 des influenceurs sur Instagram (p.ex. <a href=\"https:\/\/www.instagram.com\/p\/BxpfxC5J1-9\/\"><span class=\"s5\">Ray Ligaya<\/span><\/a> et <a href=\"https:\/\/www.instagram.com\/p\/Bxr7T0Gnp1l\/\"><span class=\"s5\">Massi Mayou<\/span><\/a>) et TikTok (p.ex. <a href=\"https:\/\/www.tiktok.com\/share\/video\/6693695219214322950?langCountry=fr\"><span class=\"s5\">Jayda<\/span><\/a> et <a href=\"https:\/\/www.tiktok.com\/share\/video\/6692722148047326469?u_code=d3299h1h86819i&amp;language=en&amp;utm_campaign=client_share&amp;app=musically&amp;utm_medium=ios&amp;user_id=6620512584222294021&amp;tt_from=copy&amp;utm_source=copy&amp;copytype=1&amp;langCountry=fr\"><span class=\"s5\">Eric Struk<\/span><\/a>), ainsi qu\u2019\u00e0 des <i>Live Streamers<\/i> influents sur Twitch (p.ex. <a href=\"https:\/\/www.twitch.tv\/videos\/427088187?t=01h21m58s\"><span class=\"s5\">MopGarden<\/span><\/a> et <a href=\"https:\/\/www.twitch.tv\/videos\/426783298?t=09m44s\"><span class=\"s5\">Kyente<\/span><\/a>). La marque leur a simplement demand\u00e9 de go\u00fbter \u00e0 la toute nouvelle saveur de Takis et d\u2019envoyer ou de diffuser leur r\u00e9action en direct.<\/span><\/p>\n<p><img src=\"https:\/\/d1uobcd9yukxup.cloudfront.net\/uploads\/images\/TAKIS_BlueFlame_Snapchat%2BStickers_500x500-169409.gif\" alt=\"1\" \/><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"color: #000080;\"><b>Cr\u00e9dits<\/b><\/span><\/p>\n<ul>\n<li class=\"p1\"><span class=\"s1\">Annonceur : Bimbo Canada &#8211; Takis<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Agence : Cossette<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Strat\u00e9gie : Michel-Alex Lessard<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Cr\u00e9ation : Anne-Claude Ch\u00e9nier, Patrick Michaud, Alex Jutras, Ben Duquette, Cameron Hudson, Pascal Lefebvre<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">M\u00e9dias sociaux : Sarah Morissette et Andr\u00e9ane Voyer <\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Produit : Sophie Couvrette, Annie Vanier<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Production : Elyse Bleau<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Agence m\u00e9dia : Spark Foundry<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Relations publiques : La Force du Collectif &#8211; Axelle Techer, St\u00e9phania Masoabo<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Maison de production : Gorditos<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">R\u00e9alisation : Louis Philippe Eno<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Post-Production : Shed<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Son : Apollo<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Photo : Simon Duhamel (Consulat)<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Retouche : Visual Box<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Stunt: Publicit\u00e9 Sauvage <\/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_66373\"  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\/cossette-mise-sur-la-psychologie-inversee-pour-la-nouvelle-campagne-de-takis\/\"  data-item_title=\"Cossette mise sur la psychologie invers\u00e9e pour la nouvelle campagne de Takis\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Takis-cossette.png\"  data-item_date=\"2019-06-25T06:31:51-04:00\"  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>Pour marquer le lancement de ses nouvelles chips de tortilla Takis Bleu enflamm\u00e9, la marque d\u00e9voile MANGE PAS DE TAKIS BLEU ENFLAMM\u00c9. Cette campagne nationale r\u00e9alis\u00e9e par Cossette, l\u2019agence de r\u00e9f\u00e9rence de Takis, fait encore une fois appel \u00e0 la psychologie invers\u00e9e pour se d\u00e9marquer.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_66373\"  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\/cossette-mise-sur-la-psychologie-inversee-pour-la-nouvelle-campagne-de-takis\/\"  data-item_title=\"Cossette mise sur la psychologie invers\u00e9e pour la nouvelle campagne de Takis\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/06\/Takis-cossette.png\"  data-item_date=\"2019-06-25T06:31:51-04:00\"  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":1,"featured_media":66374,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[195],"tags":[229,230,233,1176,1488],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/66373"}],"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\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=66373"}],"version-history":[{"count":1,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/66373\/revisions"}],"predecessor-version":[{"id":66375,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/66373\/revisions\/66375"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/66374"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=66373"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=66373"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=66373"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}