Étiqueté vintage !
-/ Vincent Grégoire is the lifestyle director at Nelly Rodi, one of France’s biggest agencies specialising in marketing analysis, forecasting and understanding consumer behaviour. Sincethe mid-2000s he has been observing a phenomenal increase in popularity of all things vintage. “This looking back to the past, which vintage represents, reveals a real Jear of the unknown, of the uncertainty of the future. Consumers need to cling on to their roots, their memories, to rediscover that old familiarity of childhood and the carefree spirit that goes with it.” continues Vincent Grégoire, “of course it also fits in with the commercial strategy of the brands : tapping into the “good old days” is a real winner. Except that it is detrimental to genuine creativity. It’s a no-risk approach ! This is why we can almost talk about'wintage' rather than vintage – looking back to the past is a guaranteed winner !” In the food industry, thetrend is particularly strong in sweet products. “Jams, sweets, cakes… everything you associate with childhood and an old-fashioned style works brilliantly. These products play on the Jeeling of a reward. So pleasure and vintage work well together.” Another reassuring aspect of vintage is the fact it calls on products whose provenance we can be sure of. “At aperitif time, a moment of unadulterated private, sociable relaxation, people want a simple, identifiable drink, the kind we used to see in our parents’ and grandparents’ cupboards and on their coffeetables, linked with their home regions and so reminding us of the notion of terroir, tradition.”
Labelled vintage !
AU MOMENT DE L’APÉRO, ON REGARDE AUSSI DANS LE RÉTRO ! PETIT LOT DE BOUTEILLES QUI FLEURENT BON LE CHARME D’ANTAN…
-/ We’re morethan happy to look to the past when it’s aperitif time ! A selection of tipplesthat ooze retro charm.
Vintage
46
A guaranteed winner
Fed up with ubiquitous mass marketing, consumers areturning to products that speak to their collective subconscious and which they want to be different from everyone else's at all costs, because vintage also suggests the idea of uniqueness and rarity. “However, whilethe phenomenon might seem to be explained by a real desire on the part of consumers,”
DUBONNET :
DU MÉDICAMENT À L’APÉRO… -/ FROM MEDICINE TO APERITIF « Dubo, Dubon, Dubonnet ! » Dans les années 50-60, les Parisiens pouvaient voir défiler ce célèbre slogan publicitaire sur les parois du métro, gravé depuis dans toutes lestêtes ! Créé en 1846 par le chimiste Joseph Dubonnet, ce breuvage n’est autre qu’un vermouth enrichi de quinquina. Utilisé au départ comme médicament contre le paludisme, il est vite devenu l’un des apéritifs les plus populaires de France ! -/ “Dubo, Dubon, Dubonnet !” In the 50s and 60s, Parisians saw this famous advertising slogan on the walls of the metro. Created in 1846 by chemist Joseph Dubonnet, this beverage is quite simply a vermouth with quinine added and was originally used as a medicineto treat malaria. But it soon became one of France’s most popular aperitifs !
avril 2012 www.cotemagazine.com
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