{"id":7740,"date":"2013-04-12T16:47:19","date_gmt":"2013-04-12T15:47:19","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=7740"},"modified":"2022-08-27T20:30:50","modified_gmt":"2022-08-27T19:30:50","slug":"emballages-copies","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/print-inspiration\/copycat-packaging\/","title":{"rendered":"Emballages copi\u00e9s - vous \u00eates-vous fait avoir ?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><\/p>\n<h3><em>Alors qu'une nouvelle \u00e9tude men\u00e9e par le groupe de consommateurs Which ? r\u00e9v\u00e8le que les consommateurs britanniques sont agac\u00e9s par les imitations de produits, Solopress vous demande si vous avez d\u00e9j\u00e0 \u00e9t\u00e9 tromp\u00e9 par un emballage copi\u00e9.<\/em><\/h3>\n<p>Ces derni\u00e8res ann\u00e9es, les emballages copi\u00e9s sont un ph\u00e9nom\u00e8ne de plus en plus r\u00e9pandu dans tous les grands supermarch\u00e9s britanniques et les magasins \u00e0 grande surface. Vous avez peut-\u00eatre d\u00e9j\u00e0 rep\u00e9r\u00e9 cette technique de marketing sournoise, ou m\u00eame \u00e9t\u00e9 tromp\u00e9 par elle. Les d\u00e9taillants \"empruntent\" l'emballage facilement reconnaissable des produits de grandes marques - qu'il s'agisse du design g\u00e9n\u00e9ral, des polices de caract\u00e8res, des couleurs, de la formulation, de la forme ou de la taille - pour leurs produits de marque propre (moins chers). Tout, des Digestifs McVitie's au gel de bain Radox en passant par le beurre Lurpak et les chips Monster Munch, a \u00e9t\u00e9 imit\u00e9 par des \"brandjackers\" qui proposent des alternatives moins ch\u00e8res et identiques \u00e0 vos marques pr\u00e9f\u00e9r\u00e9es - au premier coup d'\u0153il.<\/p>\n<p>C'est une pratique commerciale parasitaire qui porte ses fruits. Chaque centime compte aujourd'hui, alors que les consommateurs britanniques \u00e0 court d'argent tentent d'\u00e9quilibrer leur budget hebdomadaire face \u00e0 la hausse des prix des denr\u00e9es alimentaires. Aldi a m\u00eame lanc\u00e9 une campagne de publicit\u00e9 t\u00e9l\u00e9vis\u00e9e utilisant ce m\u00eame concept au cours des 12 derniers mois.<\/p>\n<p>Aldi. Des marques similaires. Mais moins ch\u00e8res.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Pourquoi cela pose-t-il un probl\u00e8me ?<\/strong><\/h2>\n<p>Selon l'enqu\u00eate men\u00e9e aujourd'hui par Which ?, les consommateurs sont d\u00e9concert\u00e9s par ces emballages copi\u00e9s de plus en plus sophistiqu\u00e9s et ach\u00e8tent par erreur les versions des supermarch\u00e9s. En outre, sur le cinqui\u00e8me des membres de Which ? qui ont r\u00e9v\u00e9l\u00e9 avoir \u00e9t\u00e9 confront\u00e9s \u00e0 ce probl\u00e8me, 30% se sont sentis induits en erreur et 38% ont \u00e9t\u00e9 contrari\u00e9s.<\/p>\n<p>La pr\u00e9vention des emballages copi\u00e9s est l'une des campagnes mises en place par le groupe de pression Alliance For Intellectual Property. \"Les emballages copi\u00e9s adoptent les caract\u00e9ristiques distinctives de produits de marque connus afin d'induire le consommateur en erreur\", explique l'AFIP. \"Le copieur ne subit aucun des co\u00fbts d'investissement que la marque a d\u00e9pens\u00e9s pendant des ann\u00e9es pour construire sa r\u00e9putation\".<\/p>\n<p>Il est peu probable que cette question soit r\u00e9solue avant que les avocats des deux parties ne s'affrontent devant les tribunaux britanniques et europ\u00e9ens. En attendant, voici un sage conseil d'achat auquel vous pouvez toujours vous fier : m\u00e9fiez-vous de l'acheteur !<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Brandjacking<\/strong><\/h2>\n<p>Pourriez-vous reconna\u00eetre rapidement la diff\u00e9rence entre ces cinq produits similaires lorsque vous vous promenez dans l'all\u00e9e du supermarch\u00e9 ?<\/p>\n<p style=\"text-align: center;\"><strong>Beurre Lurpak vs. Aldi Norpak<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7746 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packaging-lurpak-norpak-butter.jpg\" alt=\"Emballages Lurpak et Norpak\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Herbal Essences vs. Boots Fruit Essence shampooing<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7747 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packing-clairol-boots-shampoo.jpg\" alt=\"Emballage Herbal Essences vs Boots Fruit Essence\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Gel douche Johnson's Baby Softwash vs. gel douche Morrisons Baby<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7752 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-oackaging-johnsons-morrisons-baby-wash.jpg\" alt=\"Emballages pour b\u00e9b\u00e9s de Johnson&#039;s et Morrisons\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Pimms contre Jeeves (vendu chez Tesco et Lidl)<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7753 aligncenter\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packaging-pimms-jeeves-bottle.jpg\" alt=\"Emballage Pimms vs Jeeves\" width=\"600\" height=\"374\" \/><\/p>\n<p style=\"text-align: center;\"><strong>Digestifs McVitie's vs. Digestifs au chocolat Tower Gate<\/strong><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7754\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2013\/04\/copycat-packaging-mcvities-tower-gate-digestives.jpg\" alt=\"Emballage des digestifs McVitie&#039;s vs Tower Gate\" width=\"600\" height=\"374\" \/><\/p>\n<pre>Sources des images : Which ?<\/pre>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":7754,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[544],"tags":[],"class_list":{"0":"post-7740","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-print-inspiration"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Copycat Packaging - Have You Been Fooled?<\/title>\n<meta name=\"description\" content=\"Which? finds that UK shoppers are annoyed by imitation products. 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