Michel et Augustin
In 1978, Ben Cohen and Jerry Greenfield launched Ben & Jerry’s, an ice-cream brand made from milk products and 100% natural ingredients. Two young students, Augustin Paluel-Marmont and Michel de Rovira have decided to take example from this mythical brand (as well as Innocent), and launch their own brand of biscuits: Michel et Augustin! The story of their brand building is truly a successful adventure, which gives by the way a whole meaning and a huge capital of sympathy to their brands, what the two friends are far from hiding, on the contrary… They wanted to recreate the delicious biscuits of their “grandma” by gathering all the best and natural ingredients. But their positioning is not only about tradition and nostalgia, on the contrary. Admittedly, they use souvenirs as Proust and its famous Madeleines to hit their target - the 18-25 years old living in city – but want to go beyond tradition. Indeed they claim a return of quality, but in a modern, original and more often crazy way!
Values & Identity: a new way of defining itself => put joy of life and fun at base corporate value
Michel et Augustin have created a new way of claiming values, which contributes totally to their original brand identity, which could seem not really serious at first sight. The brand value corresponds fundamentally to both friends’ values. And no need to try to understand them, if you do not know the story of these two young entrepreneurs. Michel was consultant in strategy and Augustin was in Air France Marketing. The both young men were on tracks to build a great career. But they decided to drop everything to make their dreams come true, to live their own passion! Indeed, they did not recognize themselves in the traditional corporate value. They wanted something more, something different, whit less constraints and more joy of life!
Then, they launched in 2004 their own brand of biscuits and milk products, surrounded...
Please join StudyMode to read the full document