Brand complicity, in the field of marketing, represents a communication strategy aimed at establishing a connection between a brand and its customers or prospects. This approach seeks to strengthen the brand image, consumer loyalty, and create a sense of closeness. However, this method carries risks, as it often relies on the use of humor or irony. Complicity can be implemented through various communication channels, particularly on social media where it often manifests as subtle winks and nods.

A concrete example of the practical application of complicity is Monoprix’s intensive use of this strategy in its communication through its packaging, in stores, and, of course, on online platforms. This deliberate approach has very likely contributed to rejuvenating the brand’s image. Monoprix leverages complicity in its in-store communication, on its packaging, and on social media.

Other companies, such as a hotel chain, also use this approach to strengthen their relationships with customers. For example, the ManoMano platform uses this approach to warmly welcome new customers who have opened an account. This approach can even be used in creative ways, such as with a personalized discount coupon, to create a special connection with consumers.