betrayal – On Tuesday, the Pernod Ricard group announced a new partnership with Paris Saint-Germain. And that, for OM fans, is going down very badly, to the point of calling for a boycott of the yellow drink
“High treason” alert in Marseille. Pernod Ricard, one of the city’s emblems, has signed a partnership with Paris Saint-Germain, the historic rival. An unnatural marriage in the eyes of many OM supporters, who did not fail to express their anger, notably through the hashtag #BoycotPernodRicard. Did the group commit a gross marketing error?
The alcohol giant has long been playing the “this is Marseille, baby” and local card. In May 2024, the anise boss launched a “Born in Marseille” advertising campaign, using the city’s codes and recalling the historical origins of the group. “Attachment to a geographical territory allows us to generate storytelling, to give meaning and values to the brand,” recalls Hervé Remaud, senior professor of marketing at Kedge Business School. “But the partnership with PSG goes well beyond that.”
An agreement with champagnes rather than pastis
As pleasant as the advertisements mixing a little yellow with cicadas, the Bonne Mère and pétanque may be for the Phocaean ego, in reality, “the group is a global player that goes far beyond the world of football and OM…(…) - 20minutes
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