Depuis 2010, Monoprix a décidé d’intégrer l’humour à ses packagings afin de développer une communication de marque qui ne cesse de nous surprendre !
Qu’est-ce qu’un packaging ?
Le packaging représente l’emballage / le conditionnement visible du produit. Ses missions principales sont : protéger le produit, attirer l’attention des consommateurs, véhiculer un message, déclencher l’achat ou encore faciliter la prise en main du produit. Ainsi, chaque marque souhaite se démarquer via de nombreuses innovations (pas toujours réussies !).
Les packagings Monoprix :
Vous l’avez peut être déjà remarqué en faisant vos courses chez Monoprix, les produits issus de la marque de distributeur sont habillés de packagings comprenant près de 2 000 jeux de mots. A l’origine de cette initiative esthétique, l’agence Havas City et notamment Cléo Charuet, graphiste. Un an après le lancement de ces nouveaux packagings, le 34ème Grand Prix Stratégies de la publicité a été décerné à Monoprix pour cette nouvelle stratégie de communication.
L’enseigne mise donc désormais depuis bientôt 10 ans sur des packagings simples, composés de bandes colorées couplées de messages humoristiques. Comparables aux blagues Carambar, ces derniers font référence à la catégorie de produit en question.
Pour autant, n’ayez pas peur, les contenants des produits restent les mêmes !
Chaque occasion est une opportunité :
Qu’importe la période de l’année, chaque fête ou événement, Monoprix adapte ses packagings avec différents jeux de mots originaux, créant alors des emballages temporaires en édition limitée.
Ainsi, cette marque de distributeur est désormais perçue comme emblématique en provoquant de nombreux sourires en magasins et réactions sur les réseaux sociaux ! Elle se démarque donc favorablement de ses concurrents.
Pour Noël, vous retrouverez des jeux de mots tels que : « Happy nouille year » sur les paquets de pâtes.
Voici d’autres exemples créatifs pour Halloween et Noël :
Humour et simplicité sont donc les secrets des packagings Monoprix.
Chez Gnitekram on valide ! Et vous, quel est votre packaging Monoprix préféré ?
Retrouvez d’autres packagings en cliquant ICI.
Mathilde D.
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