L’artketing qu’est ce que c’est ?
L’artketing est une pratique ancienne qui est devenue aujourd’hui un atout marketing majeur pour les marques. Elle consiste tout simplement à utiliser l’art à des fins marketing, pour permettre de surprendre, marquer les mémoires, provoquer de l’engagement et surtout revitaliser un produit existant. La marque s’approprie l’art comme l’art peut s’approprier la marque.
Les objectifs principaux sont de constituer un repère sur son marché, justifier la supériorité de ses prix et engendrer la fidélité des consommateurs tout ça pour devenir ou rester une marque forte.
Andy Warhol est celui qui a popularisé mondialement la relation entre l’art et les marques avec Campbell’s Soup Cans, en 1962. Une œuvre tout simplement composée de 32 poster de soupe Campbell disposée en lignes horizontales les unes à la suite des autres. Warhol a réussi à faire rentrer des produits de grande consommation dans une galerie d’art. La consommation est au cœur de la société américaine, mais il était encore impensable de l’introduire dans les musées Warhol l’a fait pour refléter le monde qui l’entoure et tout ca a engendré un bon coup de pub pour la marque de soupe qui est bien une marque réelle.
L’art s’approprie les marques, mais pas seulement…
Louis Vuitton et l’art
Les marques s’approprient aussi l’art et Louis Vuitton est un champion en la matière.
La marque a déjà réalisé plein de collaborations pour des animations sur leurs sacs notamment sur leurs collections permanentes. Des collaborations qui font généralement bien parler de la marque.
En 2016 Louis Vuitton a réalisé un partenariat avec Jeff Koons, un artiste contemporain. La collaboration à donné lieu à la série de sacs reproduisant des tableaux de Vinci, Van Gogh, Fragonard… : la collection « Masters ». Une collaboration très controversée, mais qui a fait parler d’elle. Les produits animés sont en général vendus plus cher que les versions classiques.
Perrier et l’art
Le secteur de la mode n ‘est pas le seul à réaliser des collaborations artistiques. Perrier réalise souvent des partenariats avec des artistes afin de faire de ses bouteilles des œuvres d’art et un réel objet de collection. La marque a notamment collaboré avec Andy Warhol, Salvador Dalí, Bernard Villemot, Raymond Savignac, Jean Carlu et Jean-Gabriel Domergue, qui ont tous imaginé des affiches et des visuels inattendus pour la marque.
La dernière collaboration en date est le partenariat avec : TAKASHI MURAKAMI une collaboration qui était même présente à la galerie Perrotin dans le 3e arrondissement de Paris (été 2021)
Mais y a-t-il seulement des artistes connus qui collaborent avec des marques ?
Starbucks et l’art
Encore une autre manière de mêler l’art avec une marque. Starbucks a fait le choix d’intégrer les consommateurs et non pas un artiste célèbre à leur collaboration. Ils ont réalisé une Co-création avec leurs clients. Très bon coup marketing aussi, cela a permit un fort engagement avec la marque.
En effet, en 2013 Starbucks a lancé un concours #Whitecupcontest sur les réseaux sociaux, Instagram, Twitter. La marque invitait sa communauté à customiser artistiquement le gobelet blanc. Les participant devait tout simplement repartager leur création sur leurs réseaux avec le Hashtag #WhitecupContest afin de participer.
En trois semaines Starbuck a récolté près de 4000 participations sur les réseaux sociaux. La gagnante a eu la chance d’avoir sa création éditée sur un gobelet réutilisable de la marque.
Le gobelet gagnant a été si populaire qu’il a été mis en vente dans les magasins Starbucks plus d’un an après. Il a aussi permis d’attirer l’attention sur ses gobelets robustes et réutilisables, qui font partie de l’initiative de Starbucks visant à promouvoir la durabilité.
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