Success story 2 : Michel & Augustin (communication strategy)

Description: Michel & Augustin is a French brand of food created in 2005 by Augustin Paluel-Marmont and Michel de Rovira, two ESCP-EAP alumni. The brand started by producing flavored cookies (Petits sablés ronds et bons), and soon complemented its range with premium yoghurt drinks (Vache à boire) and Lassi. In 2007, it started to commercialize yoghurt ice-creams.
Michel & augustin have an interesting strategy of communication inspired by buddy brands such as Ben & Jerry's, Nantucket Nectars or innocent Drinks, that consist on capitalizing on complicity with the customer. We can see an exemple in this video.


Hommage de Michel & Augustin à Michel Jackson par Michel_et_Augustin