Advertiser: Monoprix
Brand: Monoprix
Agency: Rosapark Agency
Country: France

Objectives

Monoprix is a truly French institution.

Pionneer of city shopping, Monoprix is the first mainstream retailer to have settled in the heart of the French big cities, in particular Paris.

Monoprix owes its success to its geographical and affective proximity and everyday response approach to consumers' needs and habits.

Since 2010, its private label has gained attention for its creative packaging – in big, block letters set against a mono-color background, each product's name is given through a play on words.

This idea was simple : make the ordinary less ordinary by giving speech and witticism to its products through pop-art inspired packagings.

From this point, and in spite of premium prices, Monoprix became a love brand. (Figure 1)