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Alors on a décidé de pécher.\n",[],{"type":23,"text":76,"spans":77,"direction":26},"Cet été, L'OR (JDE Peet's) a lancé L'OR Espresso Concentrate : une bouteille de 16 doses de café concentré à déguster chaud, froid ou shaké. Un format inédit qui casse les codes de la consommation traditionnelle.",[78],{"start":79,"end":80,"type":81},35,60,"strong",{"type":23,"text":83,"spans":84,"direction":26},"",[],{"type":23,"text":86,"spans":87,"direction":26},"L’enjeu : Installer une toute nouvelle catégorie de produit sur le marché français.",[88],{"start":89,"end":90,"type":81},0,9,{"type":23,"text":92,"spans":93,"direction":26},"La cible : La Gen Z et les Millennials, friands de boissons glacées, personnalisables et décomplexées.",[94],{"start":89,"end":95,"type":81},10,{"type":23,"text":97,"spans":98,"direction":26},"L’objectif : Moderniser l'image de la marque à travers un univers audacieux et expérientiel.\n",[99],{"start":89,"end":100,"type":81},12,{"type":23,"text":102,"spans":103,"direction":26},"L’Idée Créative : Coffee Sinners",[104,106],{"start":89,"end":105,"type":81},32,{"start":107,"end":105,"type":108},18,"em",{"type":23,"text":110,"spans":111,"direction":26},"Là où le café traditionnel impose ses dogmes et ses rituels figés, la Gen Z revendique la liberté absolue de ses plaisirs. Nous avons imaginé Coffee Sinners : une plateforme de marque où la transgression ne s’excuse pas, elle se célèbre.",[112,115],{"start":113,"end":114,"type":108},142,156,{"start":113,"end":114,"type":81},{"type":23,"text":117,"spans":118,"direction":26},"Le Dispositif : Un marathon expérientiel tout au long de l'été\n",[119],{"start":89,"end":120,"type":81},62,{"type":23,"text":122,"spans":123,"direction":26},"The 24H L'OR Sinners Hotel (Les Bains Paris)",[124],{"start":89,"end":125,"type":81},44,{"type":23,"text":127,"spans":128,"direction":26},"Une privatisation immersive de 24h non-stop orchestrée autour des 7 péchés capitaux : déjeuner sur-mesure signé Paul Delrez, Salon Secret, confessionnal interactif, DJ sets exclusifs de Folamour et Julien Granel, et performances de nageuses artistiques dans le bassin historique.\n",[129,132],{"start":130,"end":131,"type":81},186,194,{"start":133,"end":134,"type":81},198,211,{"type":23,"text":136,"spans":137,"direction":26},"Les Plages Électroniques (Cannes)",[138],{"start":89,"end":139,"type":81},33,{"type":23,"text":141,"spans":142,"direction":26},"Un bar mobile les pieds dans le sable pour accompagner les festivaliers au rythme des sets estivaux.",[],{"type":23,"text":144,"spans":145,"direction":26},"+1 520 dégustations\n",[146],{"start":89,"end":147,"type":81},19,{"type":23,"text":149,"spans":150,"direction":26},"Rock en Seine (Domaine de Saint-Cloud)",[151],{"start":89,"end":152,"type":81},38,{"type":23,"text":154,"spans":155,"direction":26},"Création du L'OR Coffee Sinners Club au cœur du festival pendant 5 jours.",[156],{"start":100,"end":157,"type":108},36,{"type":23,"text":159,"spans":160,"direction":26},"+2 800 ventes\n",[161],{"start":89,"end":162,"type":81},13,{"type":23,"text":164,"spans":165,"direction":26},"Accor Arena & Métro",[166],{"start":89,"end":147,"type":81},{"type":23,"text":168,"spans":169,"direction":26},"Déclinaison du bar L'OR en version concert et activations géolocalisées pour toucher les urbains au plus près de leur parcours quotidien.\n",[],{"type":23,"text":171,"spans":172,"direction":26},"Les Résultats",[173],{"start":89,"end":162,"type":81},{"type":23,"text":175,"spans":176,"direction":26},"+4 300 interactions directes (ventes et dégustations) sur les temps forts estivaux.",[177],{"start":89,"end":178,"type":81},28,{"type":23,"text":180,"spans":181,"direction":26},"Un engouement immédiat auprès de la Gen Z et une question répétée à chaque étape du dispositif : « Où est-ce qu'on peut en acheter ? »",[182],{"start":183,"end":184,"type":108},97,134,{"type":23,"text":186,"spans":187,"direction":26},"Une nouvelle catégorie installée avec succès dans l'écosystème café en 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