{"id":20174,"date":"2023-05-16T12:32:35","date_gmt":"2023-05-16T10:32:35","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=197706"},"modified":"2024-11-16T08:39:07","modified_gmt":"2024-11-16T07:39:07","slug":"toblerone-mit-dem-matterhorn-geht-auch-die-swissness","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2023-05-16\/toblerone-mit-dem-matterhorn-geht-auch-die-swissness\/","title":{"rendered":"Toblerone : la suissitude s'en va avec le Cervin"},"content":{"rendered":"<figure id=\"attachment_197711\" class=\"wp-caption alignnone\" style=\"width: 1024px\" aria-describedby=\"caption-attachment-197711\"><img class=\"alignnone wp-image-197711 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Matterhorn-Toberlone-Zutt-Unsplash.jpg\" alt=\"Toblerone\" width=\"1024\" height=\"768\" \/>\r\n<figcaption id=\"caption-attachment-197711\" class=\"wp-caption-text\">Image : Peter Bromley ; Unsplash ; Zutt &amp; Partner.<\/figcaption>\r\n<\/figure>\r\n<p>Le chocolat suisse culte Toblerone d\u00e9localise sa production en Slovaquie - et ne peut donc plus, entre autres, repr\u00e9senter le Cervin sur son emballage. De plus, le texte doit passer de \"Swiss Milk Chocolate ...\" \u00e0 \"Established in Switzerland ...\". Perd-elle ainsi sa suissitude ?<\/p>\r\n<p>L'agence de neuromarketing Zutt &amp; Partner s'est pench\u00e9e sur cette question dans le cadre de son \u00e9tude Emo Comparr. Les \u00e9motions li\u00e9es \u00e0 l'ancien et au nouvel emballage de Toblerone ont \u00e9t\u00e9 analys\u00e9es, puis compar\u00e9es aux \u00e9motions li\u00e9es au Swissness. Le r\u00e9sultat sur la carte \u00e9motionnelle montre clairement que le nouvel emballage s'\u00e9loigne du pin's Swissness et d\u00e9clenche significativement moins d'\u00e9motions Swissness. Il se distingue donc non seulement par son aspect visuel, mais aussi par son effet sur le cerveau des clients. Sans le Cervin, il manque un lien important avec la Suisse.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-197707\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Abbildung-2-EmoMap-Verpackungen.jpg\" alt=\"\" width=\"1200\" height=\"841\" \/><\/p>\r\n<p>Outre les \u00e9motions des consommateurs suisses, les esprits des consommateurs allemands ont \u00e9galement \u00e9t\u00e9 sond\u00e9s. R\u00e9sultat : l'impact \u00e9motionnel de l'emballage du Toblerone change aussi bien en Suisse qu'en Allemagne, le Cervin ne manquant que l\u00e9g\u00e8rement plus au cerveau des consommateurs suisses qu'\u00e0 celui des consommateurs allemands. L'hypoth\u00e8se possible et d\u00e9j\u00e0 discut\u00e9e selon laquelle la perte \u00e9motionnelle du Cervin serait d'une grande importance \u00e9motionnelle exclusivement pour Monsieur et Madame Suisse est donc r\u00e9fut\u00e9e.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-197708\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Abbildung-3-Laendervergleich.jpg\" alt=\"\" width=\"1200\" height=\"619\" \/><\/p>\r\n<p>Le nouvel emballage de Toblerone a subi un lifting g\u00e9n\u00e9ral et est d\u00e9sormais diff\u00e9rent sur chaque face. Alors que la face avant pr\u00e9sente un logo Toblerone l\u00e9g\u00e8rement modifi\u00e9 avec une montagne g\u00e9n\u00e9rique, le chocolat lui-m\u00eame est visible sur la face arri\u00e8re. Sur le c\u00f4t\u00e9 se trouve l'ancien logo Toblerone - un hommage au logo original datant de 1899.<\/p>\r\n<p>Ces efforts de conception d'emballages en valent-ils la peine ?<\/p>\r\n<p>Oui, comme le montre cette \u00e9tude. En effet, tant le coin chocolat repr\u00e9sent\u00e9 que et surtout la vue lat\u00e9rale (avec le v\u00e9n\u00e9rable logo) attirent vers les \u00e9motions de la suissitude. L'ancienne inscription semble donc d\u00e9clencher dans le cerveau du client de pr\u00e9cieuses associations avec la Suisse. Mais ces mesures ne parviennent pas \u00e0 remplacer le fort impact de la suissitude que repr\u00e9sente l'imposant et embl\u00e9matique Cervin.<\/p>\r\n<p><img class=\"alignnone size-full wp-image-197709\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/05\/Abbildung-4-EmoMap-Verpackungsseite.jpg\" alt=\"\" width=\"1200\" height=\"841\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Toblerone sans Cervin - qu'est-ce que cela fait dans l'esprit des consommateurs, quel est l'impact du nouvel emballage sur la perception de la suissitude ? C'est ce qu'une \u00e9tude de Zutt &amp; Partner vient d'examiner.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Toblerone","_yoast_wpseo_metadesc":"Toblerone ohne Matterhorn: Neue Verpackung verliert Swissness-Emotionen. Studie zeigt emotionale Auswirkungen.","articlekey":"","footnotes":""},"categories":[29],"tags":[],"class_list":["post-20174","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Toblerone: Mit dem Matterhorn geht auch die Swissness - Organisator<\/title>\n<meta name=\"description\" content=\"Toblerone ohne Matterhorn: Neue Verpackung verliert Swissness-Emotionen. 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