Title | THE SYRUP |
Brand | INTERMARCHÉ |
Product/Service | INTERMARCHÉ |
Category |
E03. Print & Publishing |
Entrant
|
ROMANCE Paris, FRANCE
|
Idea Creation
|
ROMANCE Paris, FRANCE
|
Production
|
MIKROS IMAGE Paris, FRANCE
|
Production 2
|
THE Paris, FRANCE
|
Credits
Christophe Lichtenstein |
Romance |
CEO |
Alexandre Hervé |
Romance |
Executive Creative Director |
Yvan Hiot |
Romance |
Creative Director |
Adrien Plouard |
Romance |
Creative Director |
Clémentine Guillopé |
Romance |
Art Director |
Marie-Laure Dangeon |
Romance |
Associate Director |
Emilie Frank |
Romance |
Associate Director |
Sarah Holgado |
Romance |
Account Manager |
Antoine Groun |
Romance |
Account Manager |
François Coquerel |
- |
Photographer |
Pia Schneider |
Romance |
Print Producer |
Anne-Marie Gaultier |
Intermarché |
Marketing et Communication Director |
Vincent Bronsard |
Intermarché |
trategic and Operational Marketing Manager |
Camille Sassi |
Intermarché |
Brand and Communication Manager |
Vincent Fièvre |
Intermarché |
Brand and Communication Director |
Emilie Place |
Intermarché |
Advertising managers |
Augustin De Vulpian |
Intermarché |
Advertising Manager |
Laurence Carboneill |
Intermarché |
Advertising project manager |
Cultural / Context information for the jury
In 2019, to celebrate its 50th anniversary, Intermarché, the 3rd French food retailer, wanted to go beyond classic anniversary promotions usually practiced in the category and connect with its customers on a more in-depth emotional level. The brand carried out an industrial prowess hand-in-hand with manufacturers by bringing back in-store French consumers’ favourite iconic products in their 70s packaging, such as the Goldorak Amora mustard or the Grenadine Teisseire syrup, and hence all the happy memories and comfort that go with it. In a world evolving at break-neck speed, the brand made the choice to pause time and make people travel back in time in their “good old days”.
Specific to this ad:
In France, children particularly like to add mint or grenadine syrup into water.
Translation. Provide a full English translation of any text.
In the 80s, even the water was fluorescent.
You’re twelve years old and you’ve just been invited to your first dance party. You can’t wait! You’ve circled the date three times in fluorescent highlighter in your diary and added some hearts for good measure. The big day comes, and you wear your new yellow plastic earrings with matching tights. Your mum drops you off at the door of your friend’s garage, which has been turned into a makeshift party venue. On the table, there are big bowls of sweets, lemonade, syrups and a boom box. A boy – the one you have a secret crush on – asks if you’ll dance with him to the first slow song. Your friends giggle when you lean your head against his denim jacket. A little later, he sends his best friend over to ask if you want to be his girlfriend. You meet your admirer at the garage door. You can still taste the mint syrup when you share your first kiss…
Today, the same bottle of Teisseire syrup and the memories it brings back are only €2.18 at Intermarché.
To celebrate our 50th anniversary, iconic products from the past are now back in-store.
Intermarché
Tell the jury about the copywriting.
We’ve created a large set of print ads, each ad being specific to one of the iconic vintage products that are back in-store for Intermarché’s 50th anniversary.
Each product comes with its own universe and cultural references. The copy has been meticulously written in a particular narrative style to tell a very specific story and memory linked to the product, that every single French person can identify with. Moreover, each copy is deeply rooted in French iconic cultural references from the 70s that French consumers can connect with, from the Citroën “deudeuche” family car to the iconic “booms” parties where teenagers share their first dance while drinking fluo syrup.
As a result, the copywriting strongly elicits emotion, filled with nostalgia, comfort and happiness, amongst all generations of consumers. A smart way to show that Intermarché has a lot more to share than just products or promotions with its customers.