Toujours plus de publicités afin d’attirer les consommateurs, mais attention à ne pas faire n’importe quoi ! En effet, le badbuzz n’est jamais bien loin. Certaines marques l’utilisent volontairement afin de faire parler d’elles, alors que d’autres ne font tout simplement pas exprès…
Saviez-vous que dans les années 1980, en seulement une seule journée, une personne était confrontée à 200 publicités en moyenne ? Ce nombre a fortement augmenté puisqu’il est passé à 1 200 en 2019. Et vous imaginez bien que depuis, il a encore augmenté… Les marques n’ont qu’à bien réfléchir à leurs actions !
Retour chronologique sur 8 badbuzz (voulus ou non) qui ont fait réagir la toile :
- Badbuzz numéro 1 : H&M
La célèbre marque H&M a décidé de commencer l’année 2018 sur les chapeaux de roues. En effet, lorsqu’elle a dévoilé ses nouveaux produits de l’année, les internautes se sont empressés de réagir, d’accuser la marque d’être raciste et pour cause cette photo sur son site web (qui a depuis été supprimée) :
Cette photographie met en avant un jeune garçon de couleur de peau noire portant un pull où il est mentionné « Coolest monkey in the jungle » qui signifie « Le singe le plus cool de la jungle ». A côté de cette présentation produit, il est possible de retrouver également un autre article avec cette photographie :
Cette fois-ci, nous retrouvons un jeune garçon de couleur blanche portant un pull où la mention « Survival Expert » (qui signifie « Expert en survie ») apparaît. Il n’a pas fallu beaucoup de temps avant que les premières contestations n’arrivent.
Plusieurs célébrités ont également réagi et parmi elles le chanteur The Weekend sur Twitter :
Plusieurs célébrités ont également réagi et parmi elles le chanteur The Weekend sur Twitter : “ woke up this morning shocked and embarrassed by this photo. i’m deeply offended and will not be working with @hm anymore…” (en français : « Je me suis réveillé ce matin choqué et embarrassé par cette photo. Je suis profondément offensé et je ne travaillerai plus avec @hm… »).
En tout, 2.3 millions d’autres tweets ont été comptabilisés contre la marque.
H&M sur son compte Twitter :
Ces excuses, estimées tardives, n’ont pas pu empêcher l’appel au boycott et au vandalisme de la part des internautes.
- Badbuzz numéro 2 : CELIO
La marque de textile n’a pas échappé au badbuzz puisque le magasin Celio de la ville de Rouen a été pointé du doigt en 2018 suite à cette photographie publiée par une internaute :
Il est facile de distinguer des vêtements lacérés, et pendus à la grille du magasin par des passants.
Voici la description qui suit cette publication : « Celio jette ses vêtements invendus. Il y a dehors des gens qui meurent de froid, qui n’ont pas moyens de s’acheter de quoi se vêtir décemment ..et Celio jette des vêtements . Bien entendu en prenant bien soin de lacérer chaque pièce … des fois qu’un « horrible nécessiteux » voudrait profiter de la poubelle de luxe de ce magasin….. ». L’information a rapidement été relayée plus de 15 000 fois sur différents réseaux, et l’appel au boycott a, ici aussi, été mentionné.
CELIO s’est empressée de réagir à ce scandale en expliquant qu’elle ne détruisait que les vêtements qui étaient totalement importables et qu’elle soutenait de façon régulière l’association ADN (Agence du Don en Nature) en faisant des dons.
Les produits détruits concernent uniquement des articles totalement importables : trous, déchirures, grosses tâches indélébiles.
Celio soutient ADN (Agence du Don en Nature) par des dons réguliers de produits, qui les redistribue ensuite à plus de 750 associations en France.— celio be normal (@celio) February 5, 2018
La marque a ensuite ajouté qu’il y avait eu un dégât des eaux dans son magasin, et que c’était donc pour cette raison qu’elle avait pris la décision de lacérer les vêtements, afin que personne ne prenne le risque de les essayer en les trouvant dans les poubelles.
- Badbuzz numéro 3 : Dale Of Norway
Toujours en 2018, la marque norvégienne Dale Of Norway a réussi à faire la Une du New York Times et du Daily Mail. L’enseigne en aurait été enchantée si cela c’était produit dans d’autres circonstances.
A l’occasion des Jeux Olympiques d’hiver PyeongChang de 2018, la marque décide de proposer les équipements officiels de sa nation. Cependant, plusieurs athlètes norvégiens ont rapidement refusé de les porter, et pour quelle raison à votre avis ?
On trouve la présence de symboles utilisés par les néonazis sur les pulls.
Voir cette publication sur Instagram
La polémique est lancée, les médias du monde entier réagissent, mais cela ne stoppe pas le fabricant qui est plutôt fier de ses créations et qui a donc continué à les commercialiser. En effet, la marque se défend en rappelant que ces symboles proviennent de la mythologie nordique, puisqu’ils représentent la rune du dieu de la guerre Tyr ainsi que le Yggdrasil, soit l’arbre du monde (d’après Le Figaro). De plus, Dale Of Norway a par la suite continué de proposer des équipements pour les équipes nationales.
- Badbuzz numéro 4 : Bicky Burger
Alors pour cette campagne, soit les responsables marketing souhaitaient qu’on parle de la marque, soit ils n’ont pas bien réfléchi… A vous de me dire quand vous saurez tout !
En 2019, l’enseigne de burger belge a décidé de reproduire, à des fins publicitaires, un célèbre mème bien connu des réseaux. Il s’agit de celui de Batman donnant une gifle à Robin.
Et voici le remix de Bicky Burger :
Cette image proposée par l’entreprise représente un homme frappant une femme puisqu’elle aurait amené un « faux » Bicky Burger. Comme vous pouvez l’imaginer, les critiques n’ont mis que très de temps avant d’apparaître. Les internautes poussent au scandale, surtout que les violences faites aux femmes ne cessent d’augmenter dans la société actuelle.
La marque a retiré son post seulement une dizaine d’heure après sa publication.
La Secrétaire d’Etat de Bruxelles porte plainte au Jury d’Ethique Publicitaire (JEP) et s’exprime : « La marque incite clairement à des comportements répréhensibles qui mettent l’intégrité physique des femmes en danger. Bicky Burger se permet de lancer une campagne publicitaire nauséabonde et totalement irresponsable (…) Cela montre à quel point nous devons encore intensifier la lutte contre les violences faites aux femmes et contre le cyber sexisme »
Plus de 7 000 autres plaintes ont été déposées contre la marque auprès du (JEP).
- Badbuzz numéro 5 : Le mouvement Balance ta startup
Ce mouvement a été lancé en 2020 et a pour but de casser l’image des Start-Up. Le compte Instagram (@balancetastartup) qui en est à l’origine, pousse à la dénonciation des conditions et du harcèlement au travail. Plusieurs témoignages d’employés sont alors récoltés et publiés, pointant du doigt de célèbres Start-Up françaises comme TooGoodToGo, Doctolib, ou encore Lydia.
Des conditions qu’on n’imaginait pas devant la communication presque parfaite de la part de ces jeunes entreprises. Mauvais buzz pour ces dernières du doigt n’est-ce pas ?
Cependant, même si au départ ce mouvement poussait à la dénonciation et aux avis négatifs, il perdure aujourd’hui en partageant également des avis positifs.
- Badbuzz numéro 6 : Le Slip Français
L’entreprise de prêt-à-porter écoresponsable, créée en 2011, est spécialisée dans la confection et la vente de sous-vêtements. Jusqu’ici, elle a tout pour séduire : une bonne stratégie digitale, une bonne production, des bonnes valeurs. Malheureusement cette image de Start-Up presque parfaite a été abîmée suite à une story vidéo Instagram sur le compte personnel d’une employée de la marque en 2020.
Sur cette vidéo, il est possible de voir plusieurs personnes, l’une vêtue d’un boubou bleu (vêtement africain), une autre d’un manteau de fourrure et enfin la dernière d’un déguisement de singe. Ces 3 personnes ont également opté pour un maquillage « blackface » (leur visage est totalement recouvert de noir). La vidéo provoque un véritable scandale, d’autant plus que deux des personnes présentes sur la vidéo sont des employés de la marque de textile Le Slip Français. Le premier badbuzz de la jeune marque est alors lancé. La vidéo se propage si rapidement qu’en peu de jours elle est partagée plus de 930 000 fois sur les différents réseaux.
Le hashtag #BoycottSlipFrancais est utilisé par plus de 40 000 internautes et la pétition « Le Blackface du 31 décembre 2019 » récolte 8 200 signatures.
La marque lance alors une succession de communiqués de presse. Le premier annonce que l’entreprise ne se porte pas responsable des agissements de ses salariés en dehors des horaires de travail, mais qu’elle décide tout de même de sanctionner les deux employés présents dans la vidéo. Le deuxième stipule que l’entreprise va désormais « sensibiliser l’ensemble des équipes à être des acteurs de la prévention et du changement dans la lutte contre les préjugés et les discriminations », et enfin le troisième pour appuyer leurs valeurs « Made in France qui n’est pas pour nous qu’une appellation géographique. Pour nous, le Made in France, c’est avant tout l’esprit d’innovation, d’audace, de tolérance et d’ouverture. »
- Badbuzz numéro 7 : Burger King et la journée de la femme
Aaaaah, le 8 mars, la fameuse journée internationale des droits de la femme, quelle belle journée pour faire une belle communication… Enfin, quand la campagne est bien pensée et non maladroite. Le 8 mars 2021, Burger King poste une publication sur Twitter :
Le premier message qui, traduit signifie « La place de la femme est dans la cuisine », devait, de base, être une introduction aux deux messages qui suivaient. En effet, la suite mentionne le fait que seulement 20% des chefs du milieu de la restauration sont des femmes, et que la mission de Burger King serait de « changer le rapport homme-femme dans l’industrie de la restauration en proposant des carrières culinaires à ses employés ».
Cependant, seule le premier message est visible sur Twitter, et pour voir la suite, il faut appuyer sur la publication, ce que tous les utilisateurs ne font pas. De ce fait, plus de 45 000 internautes s’expriment, des articles sont publiés, et la marque est rapidement qualifiée de « sexiste » et d’autres noms négatifs formulés en anglais. Le monde entier a entendu parler de cette polémique puisqu’elle a été relayée à 16% Outre-Atlantique.
La marque s’est ensuite excusée sur Twitter en réaffirmant son point de vue :
« Nous vous entendons. Nous nous sommes trompés dans notre premier tweet et nous en sommes désolés. Notre objectif était d’attirer l’attention sur le fait que seulement 20% des chefs professionnels dans les cuisines britanniques sont des femmes et de contribuer à changer cela en accordant des bourses d’études culinaires. Nous ferons mieux la prochaine fois. Nous avons décidé de supprimer le tweet original après avoir présenté nos excuses. Il a été porté à notre attention qu’il y avait des commentaires abusifs dans le fil de discussion et nous ne voulons pas laisser l’espace ouvert pour cela. »
- Badbuzz numéro 8 : McDonald’s et son verre d’eau
Courant 2021, le célèbre Fast Food McDonalds a décidé de réduire son impact environnemental en arrêtant la commercialisation des bouteilles en plastiques. L’entreprise lance son eau « Eau by McDo ». Cette eau filtrée plusieurs fois peut être également aromatisée et pétillante. Voici l’argument du restaurant rapide : « En moyenne, 75 millions de bouteilles étaient vendues dans les restaurants McDonald’s en France. Ce nouvel engagement va permettre l’économie de plus de 1.000 tonnes de plastique supplémentaire »
« Eau by McDo » est vendue dans des gobelets jetables en carton de différentes contenances, commençant à 25cl. Le gobelet de 50cl est à 2.30€, ce qui revient à 4.60€ le litre. Même si ce choix part d’une bonne intention, le prix est estimé beaucoup trop haut pour les consommateurs qui se demandent quelle est la provenance de cette eau.
Le scandale a pris de l’ampleur suite à un post d’une employée sur le réseau Twitter McDo qui affirme que l’eau vendue provient des robinets des restaurants : « Je travaille à McDo et c’est incroyable. C’est de l’eau du robinet qui passe dans un filtre et que l’on vend entre 5 et 7 euros le litre. Probablement la plus grosse arnaque du siècle. Et en plus, les clients qui veulent une bouteille refermable ? Tant pis, ce n’est plus possible. »
De plus, l’eau ordinaire provenant d’un robinet et accompagnant un repas, ne doit pas être facturée aux consommateurs. C’est donc sur ce terme que joue McDonald’s, puisque la marque promet une eau purifiée à 99.99%, qui demande beaucoup plus d’investissements. Alors qui croire ? McDonald’s ou son employé ?
Le tweet de l’employée a ensuite été démenti, mais le mal est fait.
C’est sur ce dernier badbuzz que cet article prend fin, je vous remercie pour votre lecture.
Alors maintenant, à votre avis, quelles entreprises provoquent de façon volontaire les badbuzz et lesquelles ne font pas exprès ?
Pensez-vous qu’il s’agisse d’une bonne technique marketing ?
N’hésitez-pas également à aller jeter un coup d’œil aux articles de cette catégorie 🙂
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