Quand food et foot s’associent pendant l’Euro 2016

L’Euro 2016 est l’occasion pour les marques food de proposer des produits aux couleurs des équipes nationales ou qui rappellent simplement le football. Cette adaptation de produits est une sorte d’ambush qui permet aux marques de profiter de l’engouement général suscité par la compétition.

A l’approche de l’Euro 2016, on vous parlait notamment de Vico, qui se place comme partenaire des supporters à domicile, il était uniquement question de communication car les produits ne changent pas de ce que nous connaissons déjà. D’autres marques ont dévoilé des produits spécifiques pour cette période riche en football. Du côté de l’apéro, vous l’avez peut-être remarqué, les boites de Sticks et Bretzels ancel ne sont pas exactement les mêmes que d’habitude : la célèbre forme de bretzel est remplacée par un ballon, un joli clin d’œil à l’Euro 2016. Cette édition limitée est accompagnée d’un jeu concours nommé Penalsticks qui permet aux internautes de participer à un tirage au sort pour gagner de nombreux cadeaux.

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Les desserts ne sont pas en reste, Magnum a créé une glace aux couleurs de la France. Disponible en exclusivité au Magnum Store à Paris pendant toute la durée de l’Euro 2016, cette glace disponible à la vanille et au chocolat est agrémentée de sucre bleu, rouge et de noix de coco râpée dans le but de reproduire le drapeau français. L’Atelier du Chocolat a aussi misé sur une création footballistique : le ballon en chocolat qui mêle chocolats noir et au lait, caramel, praliné, amandes et noisettes. Fauchon s’est également prêté au jeu en proposant un éclair vanille fraise avec un glaçage bleu, blanc, rouge.

Ballon foot ouvert et feuillants sucr_-_230973_-_clair_bleu_blanc_rouge

Les marques et traiteurs profitent de l’engouement suscité par l’Euro 2016 pour communiquer ou développer leurs ventes en adaptant leurs produits à la tendance qui tourne actuellement autour du football en France.

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