A box of washing powder signaled a watershed in French media at 12:01 AM on January 1st when it earned the notoriety of being France’s first TV ad campaign for a supermarket chain. Chain stores have been banned from advertising on TV in France, under a 1968 law enacted to protect the regional press. But the European Commission ruled the ban unlawful and “la grande distribution” is preparing for a leap into the 21st century. The ground-breaking campaign was for Système U, a washing powder, but other supermarket chains have already reserved slots for a total of more than 60 television ads this month.
Traditionalists, of course, lament the arrival of what they see as an example of unbridled capitalism. The Union of Small Shopkeepers described the new freedom as “totally unacceptable” and “yet another competitive handicap,” and suggest the availability of this “new” media would have a catastrophic impact on France’s network of small shops.
But the really interesting thing about all this is that if the media-ecology in France is anything close to that of the US (and it appears to be), these new TV advertisers may just be doing something new just because they can.
Brand-to Media Engagement surveys – all of which highly correlate with sales – prove that not all media is right for all brands. Having already established their brands in the hearts and minds of consumers via the press, such a tactic may just end up washing ad dollars down the drain!
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