Garder une bonne image auprès des consommateurs est plus facile à dire qu’à faire. Coca- Cola est un exemple de marque qui a longtemps était attaqué par les ONG mais aussi par de nombreux internautes. La célèbre marque américaine de soda a été au sujet de plusieurs critiques pour ses boissons jugées trop sucrées.
Coca-Cola: une marque que l’on adore mais que l’on adore aussi détester
La plupart des consommateurs savent qu’une boisson Coca-Cola n’est pas conseillée pour entretenir un corps sain. En effet, la plupart des sodas appartenants à la marque, contiennent du sucre (équivalent de sept morceaux de sucre par canette de 33 cl) mais contiennent également des ingrédients dont il ne faut pas en abuser, comme la caféine.
Plusieurs ONG ont attaqué la marque Coca-Cola en justice pour publicité mensongère, sous prétexte que cette dernière ne mettait pas en relief les effets néfastes produits par le sucre sur l’organisme. La célèbre marque de boissons non alcoolisées est aussi accusée de ne pas prévenir les consommateurs sur l’éventuelle prise de poids provoquée par ses produits ainsi que sur les différentes maladies causées par l’abus de sucres tels que le diabète. Le Coca-Cola est donc devenu un symbole de malbouffe alors que l’obésité progresse.
En plus de tout cela, Coca-Cola a l’image d’une marque accro au plastique. En effet, tous les emballages de la marque sont recyclables mais trop peu recyclés. L’association écologiste Greenpeace présente l’entreprise comme étant le premier pollueur plastique au monde passant même devant PepsiCo et Nestlé.
“Parlons Ensemble”: Une première édition réussie
L’essor des réseaux sociaux ces dernières années permet à chaque individu de partager son avis, de manifester son enthousiasme ou encore d’exprimer son mécontentement. De ce fait, l’ensemble des entreprises présentes sur Facebook, Twitter ou encore Instagram, ne peuvent désormais plus échapper à cette tendance. Force est de constater qu’en parallèle de messages chaleureux, la plupart des marques reçoivent également des messages critiques sur ces différentes plateformes.
Afin de répondre aux différentes attaques et pour aller plus loin dans la relation de proximité avec le client, Coca-Cola France a décidé d’organiser, le 25 octobre 2019, au sein de son siège d’Issy-les-Moulineaux, une session de rencontre entres les différents collaborateurs de la marque et les internautes.
La célèbre marque de soda a donc décidé d’accueillir une cinquantaine d’internautes pour une session inédite afin de leurs permettre d’exprimer leurs opinions, leurs doutes et leurs réticences. Les différents participants auront aussi l’occasion d’échanger et de poser leurs questions, sans tabou, sur les principaux enjeux et engagements de la marque.
Plastique, sucre, production… Coca-Cola est une marque que l’on adore mais que l’on adore détester aussi 🙃 Parlons-en ensemble ! Inscrivez-vous et venez nous rencontrer lors d’un événement inédit. Plus d’infos par ici 👉 https://t.co/tnxZ97If9H pic.twitter.com/kyYlLBHomU
— Coca-Cola France (@cocacolafr) September 30, 2019
Les participants ont été choisis sur la base de leurs échanges avec la marque mais aussi selon leur intérêt pour les enjeux liés au développement durable sur les différents réseaux sociaux. Une fois sélectionnés, ces internautes sont divisés en trois groupes et assisteront tour à tour aux différents ateliers de trente minutes chacun. Ces derniers ont été construits autour de thématiques récurrentes et essentielles pour la marque Coca-Cola France.
Les trois ateliers se présentent comme ceci:
- Le plastique et les enjeux du recyclage
- Les idées reçues concernant les ingrédients d’une boisson Coca-Cola
- L’ancrage local de Coca-Cola
A la fin de la rencontre, il sera également possible de suivre les réactions des différents participants grâce au Hashtag #ParlonsEnsemble!
“Parlons Ensemble”: Une occasion unique pour privilégier les moments d’échanges et de partages
L’opération “Parlons Ensemble” démontre la volonté de la marque Coca-Cola France de donner la parole aux consommateurs mais aussi aux différents détracteurs.
Le directeur de communication de Coca-Cola France a même confié “ Nous sommes très fiers et heureux de voir le succès unanime de notre opération « Parlons Ensemble ». Il s’agit d’une occasion unique pour nous d’aller à la rencontre de ceux qui nous suivent ou nous interpellent au quotidien et d’ouvrir le dialogue pour mieux comprendre leurs attentes, répondre à leurs interrogations et ne pas laisser de questions sans réponses. Nous avons à cœur de réitérer cette expérience et invitons donc toutes celles et ceux qui le souhaitent à y prendre part lors de cette nouvelle édition. “ Laurent Turpault
Ce concept créé par le centre d’interactions des consommateurs de Coca-Cola a reçu le TOP/COM Grand Prix Or Corporate Business 2020. De ce fait, la marque a annoncé le potentiel retour de l’opération “Parlons Ensemble” pour le printemps 2020.
Et vous, qu’avez vous pensé de cette initiative de la marque Coca-Cola ?
N’hésitez pas à cliquer ici pour plus d’articles sur les tops et flops du marketing.
Неизменно жду с трепетом Именно ваших новейших размещённых статей. Превеликое спасибо за таковой потребный материальчик
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