{"id":242107,"date":"2015-02-26T00:00:00","date_gmt":"2015-02-26T00:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/the-worlds-most-successful-triangle\/"},"modified":"2021-11-07T16:01:30","modified_gmt":"2021-11-07T16:01:30","slug":"the-worlds-most-successful-triangle","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/fr\/the-worlds-most-successful-triangle\/","title":{"rendered":"Le triangle le plus r\u00e9ussi du monde"},"content":{"rendered":"

Le triangle Toblerone est probablement la symbiose la plus \u00e9troite et la plus r\u00e9ussie jamais r\u00e9alis\u00e9e entre un produit et son emballage. Theodor Tobler et son cousin Emil Baumann ont cr\u00e9\u00e9 cette forme en inventant le chocolat fourr\u00e9 en 1908. Le c\u00e9l\u00e8bre emballage en carton a fait partie int\u00e9grante du produit d\u00e8s le premier jour. Le r\u00e9sultat est une ic\u00f4ne unique.<\/strong><\/p>\n

Le succ\u00e8s fulgurant de Toblerone a commenc\u00e9 en 1908 lorsqu'Emil Baumann, cousin de Theodor Tobler et responsable de la production de l'entreprise, a d\u00e9couvert un produit de nougat sp\u00e9cial lors d'un voyage d'affaires en Alsace. Selon la l\u00e9gende, le soir m\u00eame de son retour, les deux cousins travaill\u00e8rent ensemble autour de casseroles dans la cuisine de Theodor Tobler et tent\u00e8rent de combiner le chocolat au lait et le m\u00e9lange blanc miel-amande.<\/p>\n

Un produit l\u00e9gendaire<\/h3>\n

Aujourd'hui, Toblerone compte des clients dans 120 pays : Plus de 90 % de la production de Toblerone est export\u00e9e. Sur la base d'entretiens avec des experts, le magazine \"Time\" a \u00e9lu la barre de chocolat Toblerone comme \u00e9tant l'une des barres de chocolat les plus influentes de tous les temps. Ce prisme triangulaire en carton, d\u00e9sormais iconique, a envelopp\u00e9 la premi\u00e8re barre de chocolat \u00e0 faire ses d\u00e9buts avec un fourrage.<\/p>\n

Entre-temps, l'entreprise fait partie du groupe alimentaire international Mondel\u0113z International. Cependant, chaque barre Toblerone consomm\u00e9e dans le monde entier provient toujours de la seule usine Toblerone au monde, \u00e0 Berne-Br\u00fcnnen.<\/p>\n

\"Toblerone a toujours \u00e9t\u00e9 un produit unique de par sa forme et son histoire. Cependant, vous ne pouvez r\u00e9ussir \u00e0 long terme que si vous entretenez les valeurs de la marque, si vous vous diff\u00e9renciez des concurrents par l'innovation et si vous anticipez les tendances\", d\u00e9clare Merle Meier-Holsten, responsable du marketing de Toblerone chez Mondel\u0113z International. \"On ne peut jouer dans la cour des grands que si l'on contribue \u00e0 cr\u00e9er des march\u00e9s, \u00e0 investir dans la marque et \u00e0 comprendre que la durabilit\u00e9 fait partie de la marque. Nous devons \u00e9galement le prouver ann\u00e9e apr\u00e8s ann\u00e9e avec Toblerone. Et au final, c'est la base de notre succ\u00e8s.\"<\/p>\n

Gestion de la marque num\u00e9rique<\/h3>\n

L'approche de la communication avec les consommateurs a chang\u00e9 en m\u00eame temps que les canaux de communication - et aujourd'hui, les canaux num\u00e9riques jouent un r\u00f4le de plus en plus important. Les consommateurs et les autres parties prenantes recherchent aujourd'hui un dialogue avec la marque ou l'entreprise qui se cache derri\u00e8re la marque. L'un des probl\u00e8mes des marques sur l'internet a d\u00e9j\u00e0 \u00e9t\u00e9 r\u00e9solu : la silhouette de l'emballage en carton conf\u00e8re \u00e0 Toblerone un aspect inimitable.<\/p>\n

\"Les consommateurs sont inform\u00e9s et int\u00e9ress\u00e9s et partagent leurs opinions - positives et n\u00e9gatives - ouvertement. Ils deviennent les ambassadeurs des marques gr\u00e2ce \u00e0 la diffusion virale des campagnes qui leur plaisent. D'autre part, les critiques \u00e0 l'\u00e9gard des entreprises ou des marques sont diffus\u00e9es tout aussi rapidement. Des processus et des responsabilit\u00e9s transparents permettent de g\u00e9rer ce canal de mani\u00e8re actualis\u00e9e, correcte et comp\u00e9tente\", d\u00e9clare Daniel Meyer de Mondel\u0113z Suisse.<\/p>\n

Production durable<\/h3>\n

Le produit atteint une durabilit\u00e9 remarquable, notamment gr\u00e2ce \u00e0 l'emballage en carton. \"Aujourd'hui, les consommateurs s'attendent \u00e0 ce que les mati\u00e8res premi\u00e8res proviennent de cultures durables et que la fabrication se traduise par une empreinte \u00e9cologique aussi faible que possible. Nous sommes fiers de dire que Toblerone r\u00e9pond \u00e0 ces attentes.\"<\/p>\n

Les normes environnementales les plus strictes sont respect\u00e9es, de la mati\u00e8re premi\u00e8re \u00e0 l'emballage, en passant par la production. Par exemple, au cours des 11 derni\u00e8res ann\u00e9es, la consommation d'\u00e9nergie a \u00e9t\u00e9 r\u00e9duite de 52 % et la consommation d'eau de 76 %. La marque b\u00e9n\u00e9ficie \u00e9galement de programmes de durabilit\u00e9 globaux et complets tels que \"Cocoa Life\".<\/p>\n

Croissance durable<\/h3>\n

Le Toblerone original n'a rien perdu de son \u00e9clat malgr\u00e9 les nombreux nouveaux go\u00fbts. Le grand Toblerone Gold, d'un poids de 400 grammes, est le num\u00e9ro un absolu des bonbons dans le segment hors taxes.<\/p>\n

Depuis les ann\u00e9es 1990, le nom, l'emballage, la forme triangulaire de l'emballage et la forme du chocolat sont des marques d\u00e9pos\u00e9es dans de nombreux pays. L'emballage en carton caract\u00e9ristique a \u00e9t\u00e9 soigneusement redessin\u00e9 en 2000 : le logo Tobler bleu-blanc a disparu et a \u00e9t\u00e9 remplac\u00e9 par le Cervin sur l'emballage.<\/p>\n

Mais la forme caract\u00e9ristique reste inchang\u00e9e, elle fait partie int\u00e9grante du c\u0153ur de la marque. La forme triangulaire reste l'\u00e9l\u00e9ment le plus marquant de la communication de la marque. M\u00eame sans le logo, ou dans des couleurs diff\u00e9rentes, l'emballage en carton distingu\u00e9 est imm\u00e9diatement reconnu comme \u00e9tant Toblerone.<\/p>\n

L'emballage est - et reste - la carte de visite du produit : durable, protecteur, apportant une valeur ajout\u00e9e, favorisant les ventes et \"honn\u00eate\".<\/p>\n

 <\/p>\n

Sources<\/em><\/p>\n

Carton d'Interview Pro<\/p>\n

www.mondelezinternational.at<\/p>\n

L'entretien complet avec Daniel Meyer est disponible \u00e0 l'adresse suivante
\nhttp:\/\/www.wirtschaftsmagazin.ch<\/a><\/p>\n

Le classement international Time 2014
\nhttp:\/\/newsfeed.time.com<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Le triangle Toblerone est probablement la symbiose la plus \u00e9troite et la plus r\u00e9ussie jamais r\u00e9alis\u00e9e entre un produit et son emballage.<\/p>","protected":false},"author":1,"featured_media":242108,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79],"tags":[45],"class_list":["post-242107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","tag-experts-it"],"yoast_head":"\nThe world's most successful triangle - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/fr\/the-worlds-most-successful-triangle\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The world's most successful triangle - 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