This unlikely coupling was finally evaporated in the 1990s

Avrai said, we thought more review, or them, small gloutons Martians, or especially it, Germaine, sort of mother Denis in more surly, arisen from the imagination of the advertising agency RAM in 1975 to help Lustucru to counter the Don Patillo, Panzani ecclesiastical face invasive presence. This unlikely coupling was finally evaporated in the 1990s. And nothing predicted the return of aliens who, in a signed spot Etienne Chatiliez in 1984, went up to kidnap the farmer to ensure their supply in the Galaxy.

But since August 27, Germaine, her deck, her shawl and his bonnet are again on the screens, via five spots TV and Internet signed BDDP Unlimited. Films start conventionally, much like a Hollywood block-buster, before suddenly turning cassocks and turn to burlesque: Germaine arises in the spacecraft scrutinized by American Counterintelligence services to make pasta to the tribe of extraterrestrials.

Upon arrival, the new campaign appears as a way to reconnect with the wacky tone of a legendary saga... all with a touch of modernity. Side product, in effect, Lustucru, which will soon celebrate its Centennial, showcases its latest innovation, the pulp "egg plein air". On the side of media, the classical audiovisual device is complemented by a wheel of new tools, integrating, in addition to an Internet site, an application for iPhone and a series of profiles Facebook of Martians. Or, upon arrival, about 20 of the total advertising investment of a budget that is devine important.

Game of hide-and-seek

Remains the key question: why this game of hide-and-seek with advertising icons, sometimes embodying with flamboyance brand, in the way of Don Patillo with Panzani mother Denis and features, sometimes suddenly pass the hatch as baby Cadum or Mr Marie, and finally returned unexpectedly Georges Lewi, a sociologist and specialist brands, analysis: "the credibility of a large group positioned on quality passes specificity as organic eggs, either by the words of its creator, either by the creation of a symbol character, which is a real person or the last in front of an innovation but brings a qualitative difference: simplicity.tradition and terroir to the mother Denis, La and the Italian truculence for Don Patillo... "Spontaneously describing human values attached to Germaine ("the bonhomie of a grandmother, her character stops, reassuring"), Bernard Skalli, President of Lustucru, does not say anything.

The interest of these advertising icons Strengthen the emotional connection between the brand and the consumer, gradually distended under the pressure of commoditization of the markets and the rise of the distributor marks. Rooted in the collective unconscious, the mascots then play on various levers: "when a consumer buys a product he if identitifie to him in a spontaneous manner, said Samuel Lepastier, psychiatrist and psychoanalyst.". Therefore, that it is sympathetic. In addition, it can feel a sense of guilt to the idea of acquiring an industrial product rather than do things by himself. In akin to a parental figure, the advertising icon (the mother Denis, Don Patillo...) gives legitimacy to the industrial product and render innocent his buyer.

The advertising icon included then as the inevitable recipe for keeping a consumer definitely sentimental Too simple. Because the historic mascot is sometimes cumbersome: "marks frequently find themselves prisoners of their icon because, rooted in nostalgia, it makes complicated their evolution to sophisticated products with high technological value," said Georges Lewi. For evidence, the disappearance of Germaine, early 1990s, ousted to put forward more and more numerous and innovative Lustucru products. In 1994, however, the farmer nitpicking perfectionist, and r. éapparaît. Bingo! In the space of two years, egg noodles brand is the sixth place of the French favourite marks.

But the rally did not last. Faced with huge financial losses following the acquisition in 2002 of its rice and fresh pasta Panzani and fund PAI, Lustucru sees melt its market share. Germaine goes back to the trap. In 2007, the historic clan Skalli, owner for forty years, returned to business, Truing the Group and said in 2009 a turnover of EUR 80 million. Most importantly, it now displays insolent targets: find the 15 of market held by the mark in the 1990s (compared with 10 percent currently, 35 going to Panzani and 20 at Barilla) and boost the sales of 20 in 2010. Germaine has bread on the plate.

Find a selection of pubs on the advertising icons on lesechos.fr/videolesechos.fr/video