{"id":27227,"date":"2024-05-23T08:04:57","date_gmt":"2024-05-23T06:04:57","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=215397"},"modified":"2024-11-11T05:27:10","modified_gmt":"2024-11-11T04:27:10","slug":"crafft-schafft-neue-marke-zecarb-fuer-asco-kohlensaeure","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-05-23\/crafft-schafft-neue-marke-zecarb-fuer-asco-kohlensaeure\/","title":{"rendered":"Crafft cr\u00e9e une nouvelle marque ZeCarb pour l'eau gazeuse Asco"},"content":{"rendered":"<p><img class=\"aligncenter wp-image-215398 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/05\/01_CRAFFT_ZeCarb.jpg\" alt=\"ZeCarb Z\u00e9ro Carbone\" width=\"1200\" height=\"675\" \/><\/p>\r\n<p>Asco Kohlens\u00e4ure a pos\u00e9 la premi\u00e8re pierre de la marque ZeCarb en collaboration avec Crafft lors d'un atelier Brand Sprint de deux jours \u00e0 Romanshorn. \"Il est vite devenu \u00e9vident que nous ne devions pas nous focaliser sur le rebranding d'Asco, mais d\u00e9velopper ensemble quelque chose de nouveau pour atteindre les objectifs ambitieux\", explique le strat\u00e8ge Michael R\u00fctti. \"Il fallait une nouvelle marque qui mette directement en \u00e9vidence la mission de l'\u00e9quipe sur le plan visuel et de la communication\". C'est ainsi qu'est n\u00e9e en un temps record une strat\u00e9gie de marque avec un nouveau nom, un nouveau claim, <a href=\"https:\/\/www.zecarb.messergroup.com\/\">d'un site web<\/a> et d'autres initiatives de marketing.<\/p>\r\n<p>ZeCarb est l'abr\u00e9viation de Zero Carbon. Un message simple, une promesse claire. \"La marque doit indiquer clairement que l'\u00e9quipe est 'en mission'\", explique le directeur cr\u00e9atif Scott Lloyd. \"Gr\u00e2ce \u00e0 un contenu concis et \u00e0 une focalisation sur des messages clairs, des slogans et des infographies, nous avons d\u00e9velopp\u00e9 pour ZeCarb une approche de communication qui exprime l'accessibilit\u00e9, la clart\u00e9 et la comp\u00e9tence\".<\/p>\r\n<p>Pour le groupe Messer, ZeCarb est un compl\u00e9ment pr\u00e9cieux \u00e0 son portefeuille de produits. Les responsables estiment que le potentiel sur le march\u00e9 CCUS est \u00e9lev\u00e9. C'est pourquoi il s'agissait de d\u00e9velopper d\u00e8s le d\u00e9part la marque ZeCarb en ad\u00e9quation avec l'image du groupe, afin d'exploiter au mieux les synergies futures. C'est ainsi qu'est n\u00e9e une sous-marque qui remplit deux missions : se d\u00e9marquer clairement de la concurrence dans le segment de march\u00e9 CCUS et s'int\u00e9grer en m\u00eame temps de mani\u00e8re transparente dans l'image de marque du groupe Messer.<\/p>\r\n<hr \/>\r\n<p><strong>Responsable chez ZeCarb :<\/strong> Fabian Weber (Manager Marketing &amp; Communications CCUS), Ralph Spring (Senior Manager Commercials CCUS). <strong>Responsable chez Crafft :<\/strong> Michael R\u00fctti (Direction strat\u00e9gique), Silvan Wyser (Consulting), Scott Lloyd (Direction cr\u00e9ative), Serge Meierhofer, Slavik Kuvshynov (Design), Severin Glaser, Erkan Demiralay (D\u00e9veloppement).<\/p>","protected":false},"excerpt":{"rendered":"<p>La marque \"ZeCarb\", d\u00e9velopp\u00e9e de A \u00e0 Z par Crafft, vise \u00e0 se d\u00e9marquer, tant au niveau du contenu que de l'image, sur le march\u00e9 de plus en plus important de la capture et du stockage du carbone (CCUS).<\/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":"ZeCarb Zero Carbon","_yoast_wpseo_metadesc":"ZeCarb: Neue Marke f\u00fcr Zero Carbon von Asco Kohlens\u00e4ure und Crafft. Fokus auf Klarheit, Zug\u00e4nglichkeit und Kompetenz.","articlekey":"","footnotes":""},"categories":[29],"tags":[4228,2617],"class_list":["post-27227","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-crafft","tag-marken"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Crafft schafft neue Marke ZeCarb f\u00fcr Asco Kohlens\u00e4ure - Organisator<\/title>\n<meta name=\"description\" content=\"ZeCarb: Neue Marke f\u00fcr Zero Carbon von Asco Kohlens\u00e4ure und Crafft. 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