Title | THE SYRUP |
Brand | INTERMARCHÉ |
Product/Service | INTERMARCHÉ |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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 as well as all the happy memories 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”.
We’ve created a large set of print ads. Each ad tells in a particular narrative style a very specific story and memory linked to the product that every single French person can identify with. Moreover, each ad is rooted in French cultural references from the 70s that French consumers can connect with.
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