{"id":1540,"date":"2015-07-01T20:45:47","date_gmt":"2015-07-01T19:45:47","guid":{"rendered":"http:\/\/www.stefaneguilbaud.com\/blog\/?p=1540"},"modified":"2015-07-01T20:56:41","modified_gmt":"2015-07-01T19:56:41","slug":"semantique-marketing-autour-du-smoothie","status":"publish","type":"post","link":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=1540","title":{"rendered":"S\u00e9mantique marketing autour du smoothie"},"content":{"rendered":"

Cet \u00e9t\u00e9, vous risquez de retrouver des affichettes publicitaires non loin des buvettes pour le \u00ab\u00a0Bar \u00e0 Fruits\u00a0\u00bb, \u00ab\u00a0l’unique 100% smoothie\u00a0\u00bb du groupe Caf\u00e9 Folliet – Tropico<\/a>.<\/p>\n

L’affiche \u00ab\u00a0bar \u00e0 fruits\u00a0\u00bb nous annonce des smoothies, et comme je le montre sur une version en noir et blanc pour faire ressortir les arguments du produit, il y a \u00e9crit \u00ab\u00a0mix\u00e9s sur place<\/strong>\u00ab\u00a0, avec une photo de smoothies accompagn\u00e9s de fruits frais<\/strong>.<\/p>\n

Mais il suffit de regarder la fa\u00e7on dont le commer\u00e7ant va le r\u00e9aliser, pour se poser quelques questions.
\n1) Il sort du frigo, une bouteille de type Tetrapak\u00ae contenant une pur\u00e9e de fruits mix\u00e9s.
\n Quid des ingr\u00e9dients : Frais, sous vide ? Pasteuris\u00e9s ? Avec ajout de sucre ou d’ar\u00f4me ? Artisanal ? Industriel ?<\/em>
\n2) Il ajoute 2 gla\u00e7ons dans le godet
\n3) Appuie sur le bouton de mixage et vous le sert pour un smoothie mix\u00e9 sur place.<\/p>\n

Lisez le dossier de presse<\/a> pour vous en convaincre.<\/p>\n

Est-ce un abus de langage ou une fa\u00e7on de jouer sur les mots ? Il s’agit, \u00e0 mon sens, d’un simple m\u00e9lange, sur place qui ne devrait souffrir d’aucune ambigu\u00eft\u00e9 ! Non ?
\nDe plus, l’affiche pourrait laisser imaginer que le smoothie est fait \u00e0 partir de fruits frais. En tous les cas, nous \u00e9tions cinq \u00e0 une buvette d’Aix-les-Bains (73) et nous avons tous \u00e9t\u00e9 bern\u00e9s. Alors que je retournais chercher un gla\u00e7on, quelle f\u00fbt ma surprise en voyant le barman en train de sortir un smoothie sans avoir un seul fruit frais dans son entourage.
\nLe Larousse donne comme d\u00e9finition du mot \u00ab\u00a0Mixer\u00a0\u00bb : Appareil \u00e9lectrique constitu\u00e9 d’un couteau-h\u00e9lice tournant \u00e0 tr\u00e8s grande vitesse, servant \u00e0 broyer et \u00e0 m\u00e9langer des aliments. Mais alors un concentr\u00e9 de fruits, doit-il \u00eatre mix\u00e9 ? Remix\u00e9 ? M\u00e9lang\u00e9 ? Pr\u00e9par\u00e9 ? C’est difficile, donc toujours complexe vis \u00e0 vis d’un consommateur assoiff\u00e9.<\/p>\n

Adh\u00e9rer ou non, c’est vous qui voyez, mais vous serez inform\u00e9s. Pour ma part, je serais encore plus vigilant la prochaine fois.<\/p>\n

\"A\"<\/a>\"B\"<\/a><\/p>\n

Plus surprenant, le site internet de 100% smoothie pr\u00e9sente le concept en mentionnant\u00a0 \u00ab\u00a0Affirmez votre diff\u00e9rence avec un concept unique 100% Smoothie\u00a0\u00bb<\/strong> ?
\nJ’ai du mal \u00e0 comprendre, en quoi ne pas proposer un smoothie \u00e0 partir de fruits frais, comme le font tous les commer\u00e7ants que je c\u00f4toie, serait une diff\u00e9rence notable ?<\/p>\n","protected":false},"excerpt":{"rendered":"

Cet \u00e9t\u00e9, vous risquez de retrouver des affichettes publicitaires non loin des buvettes pour le \u00ab\u00a0Bar \u00e0 Fruits\u00a0\u00bb, \u00ab\u00a0l’unique 100% smoothie\u00a0\u00bb du groupe Caf\u00e9 Folliet … <\/p>\n","protected":false},"author":1,"featured_media":215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[8,7],"tags":[],"class_list":["post-1540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-coups-de-gueule"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2013\/11\/coupdegueule.jpg?fit=800%2C435&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p8a0UX-oQ","jetpack-related-posts":[{"id":569,"url":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=569","url_meta":{"origin":1540,"position":0},"title":"Manger surgel\u00e9 ou manger frais ?","author":"SG","date":"12 mai 2009","format":false,"excerpt":"Consommer des fruits et l\u00e9gumes quotidiennement est une bonne chose,mais pouvons nous les consommer \"surgel\u00e9s\" ? Cette question revient souvent. 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Dans le m\u00eame esprit que l'\u00e9mission de Charlotte Savreux, auquel j'ai particip\u00e9 avec P\u00e9rico Legasse sur le sujet du marketing. Voici une belle litt\u00e9rature\u2026\u2026","rel":"","context":"Dans "Alimentation"","block_context":{"text":"Alimentation","link":"https:\/\/www.stefaneguilbaud.com\/blog\/?cat=1"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2019\/04\/madeleines-studio.jpg?fit=800%2C435&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2019\/04\/madeleines-studio.jpg?fit=800%2C435&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2019\/04\/madeleines-studio.jpg?fit=800%2C435&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.stefaneguilbaud.com\/blog\/wp-content\/uploads\/2019\/04\/madeleines-studio.jpg?fit=800%2C435&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":181,"url":"https:\/\/www.stefaneguilbaud.com\/blog\/?p=181","url_meta":{"origin":1540,"position":2},"title":"La marque s’en m\u00eale","author":"SG","date":"7 d\u00e9cembre 2010","format":false,"excerpt":"Les m\u00e9dias s'emparent d'informations sur le site \u00ab manger-bouger.fr \u00bb. 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