A New Emotion, a communications company, came up with an innovative idea to promote the album “Tous Buzy,” a collection of covers of iconic songs by the famous 80s rock singer. They decided to sell it exclusively in tobacconists for €8, a first. The album was included in a book titled “Vive le rock!” (Long Live Rock!), written by a young artist. Already, 20,000 copies have been distributed in Paris and the surrounding region.

Tobacconists, with their approximately 30,000 outlets, form a vast network and represent the leading local retail sector in France. Seeking additional revenue streams, they are receptive to marketing original products, provided they fit seamlessly into their brand, as is the case with rock music. This approach allows tobacconists to revitalize their image by positioning themselves as supporters of emerging talent, while their customers find their often routine shopping experience enriched by an unexpected offering. Tobacco shops thus become much more than just places to buy tobacco.

The Touch Point encompasses all the moments when the consumer interacts with the brand, whether through product use, advertising, packaging, in-store displays, word-of-mouth, etc. The brand experience is multifaceted, requiring stakeholders to anticipate all possible interactions a consumer might have with it.

The “Buzzword,” according to Interbrand, is not just a passing trend, but a proven and enduring marketing concept. Each week, we highlight one of these words through a brand initiative or current trend.