Monoprix is using a tone we didn't know about in its last poster campaign. While the brand is known for its puns and humour distilled from its packaging, it has never been seen as corrosive as in recent days in the face of government rules on what can and cannot be sold during containment. It's sometimes hard to know which products are considered essential and which are not. And the sign did not hesitate to point out the sometimes absurd nature of the situation.
"As a result of government measures, some of the shelves have been transferred directly to your home." "Clothing for children up to the age of 3 is once again essential. Others are asked to stop growing." "A commission has just concluded that the water gets wet, so we finally have the right to sell you umbrellas."
These are the types of messages Monoprix customers have been reading in recent days. An audacity that pays off since the campaign has been widely shared and commented on on social networks, and has been the subject of several articles in the media.
If the tone is incisive, the form is reduced to the essential: black characters on a single-coloured background. Is it to underline the seriousness of the subject (behind the humour) and to echo the mixed feelings of incomprehension and anger of part of population??
In any case, the brand defended itself from any political intention and told the media that the group only wanted to "bring a little lightness and humour in these gloomy times". In any case, the reopening of all shops this Saturday, November 28th should ease tensions.
