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In an industry where consumers are inundated
with choice, a unique market position is essential
to success. Communicating our client's market
differentiation and connecting to customers
– not just consumers – means all
the difference among the competition.
At Publicis Consultants |, truly connecting
to multifaceted customers is our vocation.
We make sure that our client’s brands
are recognized and valued by communicating
through multiple channels, at various points
in time and space, and across publics.
Our
expertise has helped clients acquire and maintain
market share in key sectors such as food and
beverage, household products, luxury and fashion,
retail, health and beauty, automotive, consumer
technology, travel, and tourism. |
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Client: Powerade
Agency: Carré Noir Barcelona |
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+ Issue
In 2008, the European headquarters of The Coca Cola Company in Brussels decided to enhance the image of Powerade.
Powerade is an isotonic drink for athletes that want a technical drink to consume during and after intense physical activity. Though men are generally the main target, there was an obvious opportunity to target women in need of an energy drink without the calories.
The consumer insight: I want to keep going and rehydrate without gaining weight.
+ Strategic Idea
Carré Noir Barcelona envisioned a new identity for the low-calorie version of Powerade. The key objective was to promote the new version, while also preserving the charismatic essence and personality of the already successful brand. The sub-brand name selected was “Aquaplus,” or “Aqua +”, which clearly communicates the benefits in a modern way within an appropriate context.
+ Implementation
The result was a strong promotional campaign for “Aquaplus”, a low-calorie drink for sports lovers, for those in need of fuel without gaining calories. The new design revitalizes and translates Powerade’s central brand values of athleticism, hydration and endurance.
This gave “Aquaplus” its own personality in contrast to the regular variety of Powerade.
Carré Noir Barcelona created a new brand manual called: "Brand Tool Book", including all possible design applications used at points of sale.
+ Results
A very attractive and eye-catching package that promotes a more natural and
healthy lifestyle, but without contradicting or deviating from Powerade’s brand essence framework. “Aquaplus” has been launched to great success all over Europe. |
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Client: Fiat Punto
Agency: Carré Noir (Turin) |
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+ Issue
Fiat Auto, an Italian automobile manufacturer, has relied on Carré Noir Torino for the brand design of many of its car models. Most recently, they asked our creative Italian professionals to create the brand identity of the new "Grande Punto." Fiat Auto asked for a distinctive brand, an original element with a strong personality and recognizability.
+ Strategic Idea
Representing youth, fun and "every person," the initial letter of the name "Punto" became a dynamic and friendly pictogram that depicts a man who is driving. The new logo, with an essential lettering, is strongly characterized by the anthropomorphous "P."
+ Implementation
We created a huge range of pictograms (approximately 50) called Mr. Dot that presents the anthropomorphous letter "P" in different situations. Mr. Dot was the absolute protagonist for communication activities before the launch of the new car, including viral marketing, invitations for the press, the Web site's home page and merchandising.
+ Results
Since its unveiling, Mr. Dot has created a growing expectation for the preview of the car. The logo attracted attention from targeted publics and has accurately positioned the brand as lively and light-hearted. At the 2005 Grand Prix, the Punto logo won First absolute prize and First prize in the Logo Design category.
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