We have the successes we deserve. Marseille was delighted, on Thursday, September 5, to learn that the Pernod-Ricard group was giving up its much-criticized partnership with Paris Saint-Germain (PSG). “It is the victory of the people of Ricard against those of petrodollars”many Marseille accounts were inflamed on social networks, which, a few days earlier, had launched a boycott call against the famous brand of pastis, born in the city and a real star of the counters.
An identity satisfaction immediately shared by many elected officials from Marseille. “It’s Marseille baby!”congratulated the president of the metropolis, Martine Vassal (various right) on the social network X. “We don’t blame you, Pernod-Ricard”said deputy Samia Ghali (various left) while the Republican mayor of VIe sector, Sylvain Souvestre, welcomed “the massive mobilization of the people of Marseille”.
“Let’s stay in Marseille”also reacted the mayor of the city, Benoît Payan (various left), by relaying the newspaper article Provence reporting the withdrawal. The day before, between two interviews devoted to the renovations of primary schools, the elected official had already announced his intention to go and meet the chairman and CEO of Pernod-Ricard France to inform him of his ” incomprehension “.
Call for a “general boycott”
In a football world totally consumed by commercial issues and advertising partnerships, while Olympique de Marseille (OM) belongs to an American owner, after having been owned by a Swiss magnate, the digital revolt of Olympique de Marseille supporters was nevertheless something to smile about. But the protest, relayed by many ultra accounts, including that of the boss of the South Winners, Rachid Zeroual, calling for a “general boycott” drinks from the group, was also taken up by artists and influencers, then on the front page of the newspaper ProvenceIn just three days, it has caused the world’s number two in alcohol and spirits to retreat – 240 brands and a final annual turnover of almost 12 billion euros – knocked down by so much bad press.
The mistake of the group, created by Paul Ricard in 1932, was surely to make too much of its four-year partnership with the reigning French champion: the photo bringing together the executive vice-president of Pernod-Ricard brands and the director of partnerships of the club proudly wearing a Paris-Saint-Germain jersey bearing the name of the company was a perfect medium to fuel the digital indignation of social networks.
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