This may give an old said the leader of Dragon Rouge

Eight out of ten products disappear in the early years. No medicine was correct this appalling rate of mortality of the marks. At the time, survivors, happy to be there a few decades later, did hesitate to remember the good memory of consumers. Their medium of choice Anniversaries, including the frequency of the celebration continues to increase these days, becoming the martingale of marketing still in need of seduction.

That it is a feature of the consumer as Coca-Cola (120 years), a laugh of rooms, bathroom and other lady as the range of L'Occitane beauty products, a star of the road as Rolls-Royce (30 years) (100 years), or the idol of several generations of children as Babar (75 years), each brand seeks to pay tribute to have remained firmly loyal customers. "Celebrate years of constance to the mark is to make the anniversary an element of customer relationship and at the same time deliver a blow of projector", thus considers Sophie Romet, Associate Executive Director of the design agency Dragon Rouge.

At a time where the client, not content to be King, especially power of life and death on a claw, the marketing of the "Echos" Chronicle has selected for his saga of summer a dozen brands between 20 and 200 years old which each in its own way has identified the glove of longevity and arrives at a turning point in its history. All are not the anniversary a strong element of their strategy, each pursuing a different objective.

"Past the first caused alarm and the harmonious relationship of debut with enthusiastic consumers, mark the first fateful age is 20 years, says the Professor and consultant Gorges Lewi.". Before elle all goes well, elle is in osmosis with his generation. At the age of twenty, she starts another round and must convince a new wave of consumers against competition and a market which is organized. "The mark then called history to regain its legitimacy and show that it is still part of society. Example of whim of the gods Bongrain cheese this year celebrates its 50 years with drum and trumpet by recalling his "divine for 50 years" box or the lingerie for generous breasts footprint mark that says "to support women" for 60 years.

"Every fifty years, marks a turning point began: they are questioned by customers who are always very well what they bring to the market." "To convince and prove that they are in at the time, they will need a burst of creativity," continues Georges Lewi. Often, the initiative comes at a "collector 's" Edition or original packaging. One way to stay young and show its modernity, such small butter of Lu out an iron box signed by five French people's relief including industrial sponsors is partner.

The map of longevity

Others choose to animate their customer relationship in a new light. Liebig soups have been achieving, by a consumer, a recipe for their 140 years. For 40 years, Pedigree dog food specialist, launched mid-June, a short-lived place, "Pedigree coffee" in the bois de Boulogne in Paris, where, about 2,000 square metres, he invited the quadrupeds to be draw the portrait with their master in the "Dog Studio", quench and taste the products at the "Dog Bar" and be nice to the wellness area. In the same spirit, Nutella had opened last year for 40 years a coffee in the Marsh in Paris around a great pastry chef for a month.

Some benefit to a double blow when exiting new adaptations to anniversary date. This is the case of the Uno game including Mattel released three new versions for 35 years or from Neuville chocolates that will pace the year of their 20 years with a range with a specific logo.

Finally, many play the card of seriously, longevity as passport to quality, history to remind customers that they are always necessary as the best specialist in their field, such as Liebherr signs now "thirty years of cellar wines". The spring is also to say that the value has in many years, especially in the areas where demonstration of expertise remains essential as Van Cleef which celebrates its 100 years or the manufacturer of fabric canvas of Mayenne, which this year is the 200th anniversary.

Avoid too much nostalgia

The same speech used by a product provides an opportunity to recall the good and faithful services rendered such as Vespa, "the economic and popular, practical two-wheelers monohull, and high-power star of the macadam". Remember its avant-garde side thus allows an object to the demonstration of his eternal youth and also sometimes remind his membership at the race of pioneers. For its Centennial, Kellogg's says his concern for the nutritional balance with the introduction of breakfast cereals and refers to the existence of a service consumer dating from 1923.

"This deposit of history restores luster to a mark at a time when it is shoved by competition.". But beyond two generations, the harder is made, once topped the rejection of the new wave. Consumers often negate mark papa and Mama for the benefit of those of the grandparents they are rediscovering with delight. "It is the third generation that the brand plays the revival", note Georges Lewi. Whim of the gods, attempts this year, the verse of the generational fraying memories through its communication and reactivating the two small angels of his box: backpack "winged" children, new advertising film with "angelic" elves, etc. Smart, Coca-Cola is is free of the principle of the generations by choosing to communicate on air of "I have six times 20 years", strategy intended to serve as internal to federate teams and stay in osmosis with the codes of youth.

"The turn of the anniversary may allow a former mark out a little of its past and its codes by bringing a touch of contemporary: it is a good way for her to wake up and make the event", analysis Sophie Romet. As sustainability is now part of the brand values and that it would be a shame to deprive to celebrate its vitality. Danger to be avoided however: actuate the lever of nostalgia. "This may give an old," said the leader of Dragon Rouge. In all cases, better remain in its codes, such as Champion who celebrated its 35 years through birthday game making win packages to its customers. Or as the manufacturer Lancia to associate his image to the world of fashion for many years that celebrates "one hundred years of chic, a century of Italian design, aesthetics and glamour" and multiply partnerships in the creation by running shoes and a jacket scratched.

"Once a brand celebrated its age congratulate for having survived." "Today, it does in any other spirit, more turned to its customers, as a matriarch who convene his family around her to say thank you", said Sylvia Vitale-packaging Agency Team creative directing Rotta. In anniversary, the anthropomorphism of the trade mark ends there. At the age of twenty, she hesitates to display date of birth, when more than 60 years, she likes to draw attention to its origins. The opposite of human beings in our modern societies jeunisme-loving.