COMMUNICATION: Michel et Augustin

As you read in our last communication-oriented article on November 13th, communicating is very important for a brand to build a strong image. You learnt all about Bonne Maman’s strategy now it’s time to focus on our second brand: Michel et Augustin. 

The communication strategy of the brand reflects its core values: Michel et Augustin communication is fun, close to the people and different from the one of its competitors. Its goal is to make people smile and give their everyday life a little touch of cheekiness. The brand also relies a lot on storytelling and created a coherent universe that is easily identifiable: the Bananeraie (their headquarters in Boulogne), the cow, their Kangoo car etc. The story is written along the development of the brand. 

Moreover, Michel et Augustin use techniques of guerilla marketing, meaning that they use low-cost unconventional means to promote their products and increase their brand awareness. One of the objectives of guerilla marketing is generating a buzz and going viral (thanks to word of mouth) to reach a maximum of people. Here are a few examples of these actions: 

In September 2006, the Danone group launches a new brand called “Les Deux Vaches”. The problem is that Michel et Augustin already launched their “Vache à Boire” two months before, and Danone’s product really resembled the yoghurt of the brand… Michel et Augustin seized the occasion to make the most of this tricky situation: they went to entrance of the launching conference of “Les Deux Vaches” and gave the guests a sample of their product and a flyer promoting their brand. 

Les 2 Vaches logo

Another daring action was led in 2007 during the Entrepreneurs Contest of Paris. An employee of Michel et Augustin sneaked in the conference pretending to be part of the catering team and delivered a few boxes of the “Vache à Boire” that were obviously unrequested! The drink was distributed to the attendees and one was put on Bill Gates’ reading desk hence exposed to the world! Then, the Michel et Augustin team did an hilarious French dubbing of the video, pretending that Bill Gates praised the product. 

The latest buzz wasn’t so successful as it dealt with a quite sensitive topic. In 2012, when the presidential campaign was raging, Michel et Augustin released products that were related to the candidates. You could find biscuits in a blue box with mascots picturing Nicolas and Carla Sarkozy but also in a red box with François Hollande and Valerie Trierweller. A range of yoghurts was also launched with these candidates and others. Unfortunately, the buzz was very bad and people even destroyed some of the products in the stores! The brand decided to take the products off the stores to avoid scandal. The remaining products were given to the campaign HQ of the different candidates or sent back to the Bananeraie where they’re still available for collectors!

Presidential campaign products

Another interesting point of Michel et Augustin’s communication is the organization of events as Une Nuit à la Belle Etoile: as sponsorship is often expensive, why not create its own event? This sleep beneath the stars event happens during the summer and consists of a huge picnic followed by activities for all the family: music, cinema etc. This is also a great means to promote the brands and its values. 

Une nuit à la belle étoile (2012)

The unconventional communication of Michel et Augustin reflects the fact that this is still a small brand which is still close to its customers. The proximity to the people is really important to the founders of the brand who open the doors of their famous Bananeraie every month to meet their fans and discuss their current and potential products.

La Bananeraie open house

By Vanille

Sources:
http://www.latribune.fr/blogs/strategie-marketing-en-1min30/20130212trib000748309/video.-la-strategie-marketing-de-michel-et-augustin.html 
http://lestorytelling.com/blog/2009/05/15/michel-et-augustin-une-histoire-de-trublions/ 
http://fr.wikipedia.org/wiki/Michel_%26_Augustin 
http://fr.wikipedia.org/wiki/Guerilla_marketing
http://www.mastermarketingdauphine.com/L-incroyable-destin-de-Michel-et.html 
http://www.finedininglovers.com/blog/food-drinks/bill-gates-drinkable-cow/
http://www.rtl.fr/actualites/info/internet/article/2012-les-super-heros-de-michel-et-augustin-retires-de-la-vente-apres-des-derapages-en-magasin-7746888883
http://unenuitalabelleetoile.com/

Pictures:
http://labananeraie.typepad.com/.a/6a00d8341c81ba53ef01287749ab9a970c-800wi 
http://ubi-bene.fr/blog/wp-content/uploads/2012/06/MichelAugustin135.jpg 
http://blog.babyloan.org/wp-content/uploads/2012/05/logo-les2vaches-HD.jpg 
http://www.you-s.com/wp-content/uploads/2013/04/michel-augustin.png 
http://s1.edi-static.fr/Images/Archives/MM/MM158/Para228723.jpg

Video:

http://www.youtube.com/watch?v=X5bFBGsql4Y