Parisienne Verte @the-geller-project - Tumblr Blog

Thank you for reading, and remember: smoking can be dangerous for your health, so try to appreciate it moderately !

http://www.youtube.com/watch?v=icsXGihQY5U

J'arrête .. de fumer

I quite..smoking

CONCLUSION

There are a lots of tools and methods to manage and understand how a brand communicates and projects its value and meaning on their consumers and public. However, the way we perceiving a brand is above all a gut feeling that we have. We perceive a brand the way we (unconsciously) judge people. Indeed, when we see someone, we (unconsciously) analyze the way this person is dressed, the way this person stands and talk. All these elements can indicates us the value and the culture of this person. Unconsciously our brain make the same kinds of analysis when we see, hear, touch and feel a product, a packaging an advertisement. However, everyone has a different culture, education, perception of colors and value, this is why it is always very challenging for brand to manage the way their brands is seen by the people.

Parisienne Verte, and the brand Parisienne always managed to translate its value and culture very cleverly throughout all the channels and years. In my opinion, Parisienne is the only brand that really stands out from its competitors. To sum it all up, if Parisienne maintains its brilliant brand management, the Verte and its colored friends still have a long future ahead !

#conclusion

La Verte du future

The Verte of the Future

FUTURE RECOMMENDATION

So far the brand has proven how clever it developed and applied its strategy. The company obviously knows what its consumers want and expect from the brand. I'm pretty positive to say that the brand will easily be able to deal with future trends and dangers.

A STEP analysis can help to have an overview of what are the factors that could possibly affect the brand in the future.

Social During the last years, the consumption of cigarettes has slightly decreased. If before the cigarettes was perceived as something cool and rebel, today the image of the cigarettes is perceive as something negative. "Go green and healthy" has replace the "Sex, drogues and Rock'n'Roll".

Technological New electronic cigarettes (also called e-gigarettes) have appeared on the market and conquered the heart of some heavy smokers. Even if these new e-smokers are in minority at the moment, this new type of cigarettes might get more adepts in the future.

Economical With the year, smoking has almost become a luxurious pleasure. Indeed, the price of the tobacco has augmented and is augmenting a little bit every year. Unfortunately the the budget of the consumer is not always following.

Political Restrictions regarding the tobacco industry are already extremely server. In the future these regulation could affect the brands even more. For instance in countries like Canada, the cigarettes are completely hidden from the consumers in the shops, which leave almost no space for the brand to express itself.

So how can Parisienne Verte, and the Parisienne brand deal with these possible future factors ?

Social - Lately, the 50's made a tremendous come back in the design, the fashion industry (Louis Vuitton 2012 campaign)

but more particularly in the movies or series like Mad Men which idolize the art of smoking, making it sexy and chic.

Parisienne should profit from the cinema industry to advertise its product and make the smoking vice trendy again.

Technological - Despite new e-cigrattes, smoker will remain smoker and will always enjoy the taste of a real cigarette. To counter these e-cigarettes, Parisienne should rather re-enforced the classic image and culture of tobacco, rather come up with its own e-cigarette. In my opinion, these e-cigarettes will not last the next 5 years, additionnally the Verte (Ohne-Sans) is already a clever response to this trend.

Economical - Equally to the technological aspect, a real smoker remains a real smoker and will keep smoking despite of the product prices. Parisienne should profit from this and launch a more affordable cigarette. If this is done properly, this could have a lot of positive impact.

Political - The positive thing about the political restriction is that it affects all the brands and put everyone on the same level. Luckily for Parisienne, its logo has always been well recognizable and highly places on the packaging. In the future, if these restriction appear to become even more sever, Parisienne Verte should promote and talk to their consumer where their are. For instance, the brand should be even more present in festivals, concerts, art events, in cool bikes shops, etc.

#future recommendation #strategy

L'espace entre La Parisienne Verte et les fumeurs

- The gap between the Parisienne Verte and the smokers

THE BRAND GAP

Is there a gap between the brand's image and its consumers? I don't think so. My own perception of the brand as well as all my interviews with Parisienne Verte consumers and non consumers, I can only confirm that the brand has more than well succeed to make the link between the LOGIC and the MAGIC in people's mind. The values of the brand which are innovative, true, original, young, eco-frinedly, popular, Swiss are perceived by people throughout the brand's product, advertisement and brand's multiple touch points.

#brand gap #logic and magic

La Verte fait sa star

- The Verte make the start

STRATEGY | THE ADVERTISEMENT

The promotion that is done around this new cigarette is very bold and direct. All the posters show cool and young naked people having fun in he nature. This concept follows perfectly the ideas and the values of the new Verte soft package edition.

to remind the consumers how great the Verte is and to announce the launch of the Jaune (yellow) and Orange edition, the brand released new ads. These adds are perfectly following the concept of the previous ones.

The following ads that are promoting the launch of the box edition of the Verte, Jaune and Orange also stays loyal to the concept. (see pictures on the following post)

#strategy #advertisment

Parisienne Verte, la maline

- Parisienne Verte, the clever

STRATEGY

At the beginning, Parisienne only launched the Parisienne Verte in a soft packaging version. Later on, once the users got familiarized with the new Verte (Ohne-Sans) edition and adopted it, the brand strategically implemented the two next versions of its Ohne-Sans cigarettes: the Orange Ohne-Sans and the Jaune Ohne-Sans.

Indeed, instead of launching the three kinds at the same time, the brand first created a need, provoked an envy and a certain jealousy among its consumers.

A little bit later, once the Orange and Jaune Ohne – Sans in the soft packaging were adopted, the box version of the three Ohne-Sans appeared.

To not launch all the options at once is a very clever strategy. Indeed, in order to remain loyal to a brand, the user constantly needs to be fed with new things, new editions, new versions. Propose various version of a same product at different moments maintains the user’s attention and curiosity.

#strategy #advertisment

Les vieilles copines

- The old girlfriends

PRODUCT PORTFOLIO

Parisienne produces cigarettes, and only cigarettes. Its packaging declines in two versions; Box (Carton box) and Soft (Paper package).

Since the introduction in 2003 of the European restriction, which bans the cigarettes to display a misleading indication (e.g.: Light, Soft, Mild etc.) Parisienne, just like its competitors, had to find a clever way to permit its consumers to recognize their favorite sort. Contrasting to the other brands that have chosen various and illogical appellations (e.g. Original, Extra Plus, One, etc.) Parisienne modestly recalled its products with the color of the packaging to which it was originally associated.

Following the color palette, the Green one appeared on the shelves of the Tabaco shops and kiosk in 2011. Few months later, once the old Parisienne users adopted this new sort without additives and extra packaging, the brand launch two other version of the Eco-friendly cigarette in its Orange and Jaune (yellow) version. To differentiate the Eco friendly Orange one from the previous one, the user simply say : Ohne- Sans. So you next time you will buy a snack at the kiosk of the train station, you might here a customer say : “ Bonjour, un paquet de Parisienne Orange, Ohne- Sans, box, s’il vous plaît. “

#product portfolio

Où est la Verte

- Where is the Green

POSITIONING

Who are the consumers and what makes Parisienne Verte more appealing to them? Why and what makes Parisienne Verte so different compare to the other cigarettes brand on the market? This question can be answered with the help of the Brand Positioning Diamond of Jean-Noël Kapferer

Positioning map

It is difficult to place Parisienne Verte against its competitors, because it is also hard to determine if it is a cigarette like any other of if it is a subcategory that only enclose the additive free cigarettes. As there are not enough competitors for within the additive free cigarettes category, I choose to evaluate the Parisienne Verte with the most common other cigarette brands.

As the prices are altering almost every 3 months, I decide to not use this criteria to compare the brand with its competitors. However, Parisienne in general has always been a bit less expensive. I chose to focus on genders and the innovativeness against the traditionalism.

In terms of innovation Parisienne has always been on top. Starting from the customized packaging to the released of the first additive free, the Verte. Regarding the genders, I’ve always believe that it was the perfect unisex cigarette.

#positioning #competitors

L'experience Verte

- The Green experience

BRAND EXPERIENCE - Touch points

Parisienne Verte (Ohne-Sans), use the same platform as the rest of the brand. When Parisienne speaks, it is for all its kinds. However, the paper kraft is extremely present on the main layout and design. The brand treats its Verte as its little start, or a new born.

To buy - Parisienne Verte is purchasable in most of the Swiss super market that allow the Tobacco distributions. Kiosks, Bars, Clubs, and online shops also propose Parisienne Verte. Beside promotion, some summer music festival where Parisienne has a popup stand to sell its products, there is no real experience between the customer and the brand during the buying process.

To Hear and Speak - Parisienne offers a truly sympatric newsletter “ La dépêche Parisienne”.

Beside the contact page, the user is offered to give his/her opinion about the cigarettes, the brand, the campaign etc.

Eg above: “Hey, how do you find your little Parisienne info ?

a) AAAAAAAAmmmaaazing, really cool design, great offers, don’t change anything !! | b) Good infos, good content, cool design, but you can do better | c) Way too long, nice, cool and design, but seriously why does it have to be that long ?

The tone used is direct, young, laid back, friendly, funny.

To play - Always innovative, Parisienne even offers a free ludic App where the user can play with the different Swiss regions.

#touchpoint #Brand Experience

Que signifie la Parisienne Verte ?

- What does Parisienne Verte mean ?

BRAND EXPERIENCE AND MEANING

What are the sources of Parisienne Verte and its meaning? We could divide this meaning in the three categories image, essence and brandscape, as John Sherry would suggest in his book. Among this three category will then emerge the brand meaning audit. Still according to the book, this brand meaning audit can be then be dissect in seven categories. Let’s see how this tool is functioning on the Parisienne Verte.

Archetypical Mythography There is whole mythography around the Parisienne Verte. People are smoking Parisienne because their believe in this cigarette, because their know and trust it. They identity themselves in the values and history that the brand carries.

Cultural Biography Despite its young age (2011), The Verte successfully adapted itself with the demands and the trends by first implementing the Jaune and the Orange Ohne – Sans, and by offering the box version for all the three kinds. The introduction of the Verte edition among the traditional Parisienne, proved again the ability of Parisienne to follow and even set up the trends.

Everyday Ethnography For regular smokers the brand is present and following them during the whole day. They are not smoking “any” kind of cigarettes, they are smoking Parisienne Verte ! The one and only. The first eco-friendly.

Utopian Cartography The Verte is too young to care about the future

Brand Iconography From its creation, Parisienne has always been perceived as an innovative and creative brand. Indeed as the company only distributes on a small scale (Switzerland only), it has permit the brand to play with his image and particularly with its packaging. The brand has very often release special editions customized by artists.

1 ) Hello Future - 1990's | 2) Signs of the Zodiac 2000 | 3) Let Your Hand Speak “Moon Mountain” 2001 | Amateur, special edition 2010

In 2011, the brand has even play with his own name to adapt itself to the different Swiss cities e.g.; La Zürichienne, La Genèvienne, La Zermattienne, etc.

“ *To the service of smokers* that was the motto from the founders of Parisienne at the end of the 19th century. We want to pursuit the tradition and we are constantly looking forward to surprise our consumers with original products, like this local package of Parisienne” André Hefti, Brand manager at Parisienne

Even if the logo has undergone slight modifications in the time, Parisienne always have been recognizable for its originality.

Now with the Parisienne Verte edition, the combination of the Kraft paper and the colored sloping stripe became the look of the brand

Semiotic Choreography despite de fact that brands like Pall Mall or Lucky Strike also use the brown Kraft carton paper for the packaging of their additives free cigarettes, people automatically associate the brown Kraft paper rectangle with the Parisienne Verte. This phenomena is probably due to the fact that Parisienne Verte was the first type of eco-friendly cigarettes (no cellophane, no aluminum foil, no additives) to make the association of the Kraft paper and the eco-friendly consciousness. Additionally, the brand over abused of this Kraft paper on its ads, build boards, carton posters etc. Today when people see a brown paper packaging, the smell the real good tobacco of Parisienne Verte, they can feel the touch of the paper on top of their fingers, they can project in their mind the advertisement with the cool young naked people. Their can feel that their belong to those cool eco-friendly people.

Moral Geography -

#brand experience #brand meaning

la Parisienne Verte, Le Parisien Vert

The Parisienne green (girl) the Parisien green (guy)

PERSONA

Parisienne Verte target group is mainly focused on young people (20-35 years old). These people are cool, trendy, easy going, open-minded, independent, a bit alternative, and definitely eco-friendly.

The interesting fact is that Parisienne Verte have two kinds of consumers. The first kind are people that always used to smoke Parisienne, tried and eventually adopted the new (Ohne-Sans). The second group never or rarely smoked Parisienne before, and now adopted the Green (Ohne-Sans) as their main product

Here is a closer look at two typical Parisienne Verte or Ohne-Sans consumers.

Julien

he is almost 34, he grew up and studied in Delémont, in the Jura. If today he works and lived in Zürich, he often goes back in his hometown to play music with his childhood friends. Julien started to smoke in his adolescence, because all his friends were smoking, and of course all of them were smoking Parisienne. One summer evening, while he was having an apéro with a colleague at Frau Gerold’s Garten in the area of Hardbrücke in Zürich , an interesting guy on a bicycle passed by and promoted them the new Parisienne Verte. Very curious and intrigued by this unusual packaging he decided to purchase a package. He tried, and loved it. He was extremely surprised; he couldn’t believe that another cigarettes could replace his long time favorite Parisienne Jaune. Now he mainly smokes the Verte, even if from time to time he still likes to sneak an old Jaune from the pack of a colleague.

Lara

Lara grow up in Basel but lives now between her job in the Museum in Biel and her boyfriend’s place in Lausanne. She doesn’t qualify herself has being a smoker, at least not a regular one. She’s “no an addict” as she likes to remind her parents when they try fro the 30st time to make a quite.

She is more of a social-smoker, she loves to smoke when she goes out in the evening with her friends or when she goes for a coffee with her roommate. As she is an occasional smoker she never really got a preference for any brands, beside maybe Lucky Strick for its cool retro logo. One day, while she was waiting her train at the main station, she asked for a cigarette to a young guy,. He gave her a Parisienne Verte with a warm smile. She was not only surprised to discover the great kraft paper look of the packaging; she was also astonished of its unique taste. Now when she buys a package for the weekend, she buys the Verte.

#persona #Brand Identity #target group

La personne derrière la Parisienne Verte

- the person behind Parisienne Verte

BRAND IDENTITY

If Parisienne would be a person, how would this person speak about him/herself, what would he/she think, believe, look like?

Here is Ben: The cool young, unique, trendy, from the Swiss Jura, eco-friendly dude that likes to place his Frenchy spice a little bit everywhere.

“Salut tout le monde, I’m Benjamin, or Ben-J, or just Ben, I’m 28 ;) yeah I know.. I know I’m quite cool hein,? My packaging is definitely sexier than the one from John Marlboro don’t you think?. The best thing about me? Definitely my unique taste.. at least that’s what the cool guys who tried me said about me.. I guess its because of all these real cool stuff I have inside of me; true ingredients, no crazy crappy additives! Maybe its also because i'm from the Jura, oui, je suis un Jurassien and proud to be ; ) ..and guess what, my packaging is totally recyclable! I don’t need that stupid cellophane all around me, I’m a free man, I can deal without it, come on, its 2013 who needs it?

Hey but don’t take me too seriously.. but if I can give you some cool advices i would tell you; Live your life, go and do crazy stuff, make what makes you happy more often, listen to good music, explore crazy places, get a tattoo, yeah! Life is short, just enjoy man. But don’t forget to respect the nature, without her we are nothing. A bientôt, and take care xx “ - Ben

#Brand Identity

Que pensez-vous de la Parisienne Verte?

- What do you think about the Parisienne Verte ?

BRAND IDENTITY

“ A brand is a person’s gut feeling about a product, a service or organization.” Marty Neumeier

“ Your brand is what people say about you when you’re not in the room ” - Jeff Bezos, Founder of Amazon

The quotes bellows are extract from the several qualitative interviews I conducted with the regular, occasional, and non-Parisienne Verte consumers. These interviews helped me to identify Parisienne’s consumers, and know more about the how people perceive and feel about the brand.

#marty neumeier #jeff bezos #Brand Identity

BRAND IDENTITY

The Brand Identity Prism

There are different ways to dissect the real identity of a brand. One of the most common methods is to visualize it in the Brand Identity Prism of Jean-Noël Kapferer. According to Kapferer, there are six fundamental components that are necessary to build a durable brand identity.

The Physique - How does Parisienne Verte look like?

The Personality – What is the character of Parisienne Verte?

The Culture – What are Parisienne Verte's values ?

The Self-Image – How Parisienne Verte's consumers see themselves now?

The Reflection – How Parisienne Verte's customers want to see themselves in the future?

The Relationship – What is the relationship between Parisienne Verte and its consumers?

On the left side of the prism are placed the external elements of the brand’s identity. Everything that has to do with the image that the brand reflects.

One the right side are the elements that compose the brand’s value and what the brand truly is.

#kapferer #brand identity

La Nouvelle

- The New One

In September 2013, Parisienne launch its new girl, La Verte, also called Ohne – Sans.

This new cigarette has been created to better respect the ecological restrictions and trends. Indeed this new edition is 100% free of artificial aromas or additives. The new packaging is made out of recyclable Kraft paper, printed with natural colors on a certified wooden-friendly paper (PEFC). The package is also devoid of its traditional cellophane film and the 20 cigarettes are sealed with a paper instead of an aluminum foil. Additionally, only hydraulic energy is used for the manufacturing of the cigarette.

The promotion of this new cigarette was done on bicycles and distributed with wooden-friendly matches. A little ashtray was also given.

Source: forumdechets.ch

#verte

Parisienne mais du Jura

- Parsienne, But form the Jura

HISTORY (a very very short one)

Parisienne is a unique and innovative brand of cigarettes created in 1887 by F. J. Burrus and manufactured in Boncourt, in the region of Jura in Switzerland. The British American Tobacco acquired the brand in the year 2000. Today the brand conquers 16% of the Swiss market, and is distributed in every selling point where it is possible to buy tobacco.

I grew up and lived in the region of Jura until my 20th spring in a tiny village squeezed between La Chaux-de-Fonds and St-Imier. My background is certainly one of the reason why I feel such a strong belonging and attachment to this brand. Plus, Parisienne Jaune is the first cigarette brand I bought.

Je ne suis pas Parisienne..

#history

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