{"id":105284,"date":"2024-09-19T09:57:14","date_gmt":"2024-09-19T07:57:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=105284"},"modified":"2024-09-19T09:57:15","modified_gmt":"2024-09-19T07:57:15","slug":"la-marque-freeway-de-lidl-repousse-les-limites-avec-son-nouvel-emballage","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-marque-freeway-de-lidl-repousse-les-limites-avec-son-nouvel-emballage\/","title":{"rendered":"La marque Freeway de Lidl \u00ab repousse les limites \u00bb avec son nouvel emballage"},"content":{"rendered":"\n<p>La semaine derni\u00e8re, <strong>Lidl<\/strong> a lanc\u00e9 un nouvel emballage pour sa marque de boissons non alcoolis\u00e9es Freeway. Selon les experts, le design ressemble beaucoup \u00e0 celui de Coca-Cola. \u00ab Mais c&rsquo;est d\u00e9lib\u00e9r\u00e9.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Un beau rebranding&nbsp;\u00bb<\/h2>\n\n\n\n<p>Avec le slogan \u00ab Nouvel emballage, m\u00eame qualit\u00e9 \u00bb, le nouvel emballage de Freeway est apparu dans les rayons n\u00e9erlandais de Lidl la semaine derni\u00e8re, et les nouvelles bouteilles ont depuis \u00e9t\u00e9 aper\u00e7ues dans les magasins belges. Apr\u00e8s que des clients ont indiqu\u00e9 sur les m\u00e9dias sociaux qu&rsquo;ils trouvaient la ressemblance avec Coca-Cola et Fanta assez frappante, les m\u00e9dias se sont int\u00e9ress\u00e9s de plus pr\u00e8s \u00e0 la question.<\/p>\n\n\n\n<p>Bien s\u00fbr, le fait que les marques de distributeurs incorporent des \u00e9l\u00e9ments de marques connues dans le design de leurs emballages n&rsquo;est pas nouveau. Mais Lidl ne va-t-il pas trop loin ? \u00ab C&rsquo;est un beau rebranding et pour le client, les couleurs sont reconnaissables, c&rsquo;est vrai \u00bb, a r\u00e9pondu Isabelle Colbrandt, porte-parole, \u00e0 Het Nieuwsblad. \u00ab <a href=\"https:\/\/www.nieuwsblad.be\/cnt\/dmf20240917_96764264\">Mais pas au point de penser que cela va poser des probl\u00e8mes<\/a>. C&rsquo;est juste pour la reconnaissance que nous travaillons dans le respect d&rsquo;une certaine gamme.&nbsp;\u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00ab Ils repoussent les limites&nbsp;\u00bb<\/h2>\n\n\n\n<p>\u00ab C&rsquo;est d\u00e9lib\u00e9r\u00e9 \u00bb, estime Paul Moers, expert en commerce de d\u00e9tail et en marques : \u00ab&nbsp;Cela fait des d\u00e9cennies que ce type de supermarch\u00e9s essaie de copier les marques A. En mati\u00e8re d&rsquo;ar\u00f4mes, ils y parviennent de plus en plus. Ils y parviennent de mieux en mieux. Il est donc logique qu&rsquo;ils veuillent maintenant se rapprocher le plus possible de la vraie marque dans le style de l&#8217;emballage. <a href=\"https:\/\/www.rtl.nl\/nieuws\/artikel\/5470467\/freeway-lidl-verpakking-cola-zero-light-fanta-orangina\">Ils repoussent vraiment les limites jusqu&rsquo;\u00e0 ce que quelqu&rsquo;un se l\u00e8ve et attaque le supermarch\u00e9 en justice<\/a> \u00bb, a-t-il d\u00e9clar\u00e9 \u00e0 RTL.<\/p>\n\n\n\n<p>Mais Coca-Cola gagnerait-il un proc\u00e8s contre Lidl ? Katia De Clercq, experte en droit des marques, pense qu&rsquo;il y a une chance. \u00ab&nbsp; D&rsquo;un point de vue purement juridique, il y a quelque chose \u00e0 dire \u00e0 ce sujet, tant dans le cadre du droit de la propri\u00e9t\u00e9 intellectuelle que dans celui de la l\u00e9gislation sur les pratiques commerciales loyales \u00bb. Un tel proc\u00e8s attirerait encore plus l&rsquo;attention sur le discounter, mais il reste \u00e0 voir si on ira aussi loin. \u00ab Nous sommes en train d&rsquo;\u00e9tudier la mani\u00e8re dont nous allons traiter ce probl\u00e8me \u00bb, ajoute Coca-Cola.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La semaine derni\u00e8re, Lidl a lanc\u00e9 un nouvel emballage pour sa marque de boissons non alcoolis\u00e9es Freeway. Selon les experts, le design ressemble beaucoup \u00e0 celui de Coca-Cola. \u00ab Mais c&rsquo;est d\u00e9lib\u00e9r\u00e9. \u00bb<\/p>\n","protected":false},"author":3,"featured_media":105281,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[222,204],"topic":[488],"region":[],"class_list":["post-105284","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-coca-cola","company-lidl","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La marque Freeway de Lidl \u00ab repousse les limites \u00bb avec son nouvel emballage - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Lidl a lanc\u00e9 un nouvel emballage pour sa marque Freeway. 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