We are in full global assimilation analysis

Is it imagined rather bird of night. He Unveils fish and full sun. Hugues Pietrini, forty-one years, new President of Orangina Schweppes France, well accumulated late hours in the chic nightclubs in the world, because of his former position in the spirits, but his Giants fun, passion, is in the South seas, between coral and sharks, with wife and children. "The beautiful meetings", it is by 10 to 25 meters of water that he made them, he says still Golden-, drawing an iPhone loaded with images of his last dive.

In Allied Domecq, with a portfolio vodka to develop around the world, and subsequently in Pernod Ricard, Vice-President of the Stolichnaya brand, he took, in the early 2000s, the extent of the global market: "vodka"premium"users are all the same, whether they are Indian, Chinese, Latin, or other.". Same clothes, same luxury watch brands, same big cars... "We are in full global assimilation", analysis. This promotion 94 Essec, who had already spent four years in a "college" of Vermont after his bac, still WINS in openness because, fortunately, he says, "the human cultural specificities remain behind the uniform". The local, it is there that he started his career. First in fire Promodès, fresh products, then Unilever, to marketing, to launch the first laundry tablets. When it passes in Heineken in 1998, the market of beer is structurally declining. It must exceed the only logic of the consumer and the RADIUS; He discovered the circuit outside the home and learns "to work a brand from an emotional point of view".

Scents of childhood

In October 2006, when this amateur rugby takes the Orangina Schweppes marketing management, he plays almost home: he joined Patrick Mispollet, former Director General of Allied Domecq France, and finds a small round bottle which was for him to the scents of childhood. That of Sidi Ferruch, paradise lost in the vicinity of Algiers which originally his Blackfoot family (he was born in France), and this small café in the docks of Garonne in Bordeaux... Small, he was to enjoy the pulpée behind the counter beverage; It was the bistro of his grandmother.

But the brands (Orangina Schweppes, Oasis and Pulco) were, somewhat disconnected from the new generations. Orangina, which still enjoys an exceptional rate of spontaneous awareness (55) - spots are distinguished by their originality over the 1980s and 1990s-, undergoes a decline of its market share. Suddenly, the marketing and commercial are promoted to the rank of "enterprise project", a project implemented "in fashion commando" for four years. "We have initiated comprehensive repositioning of our brands based on their DNA", says Hugues Pietrini. And the results are visible: Schweppes is promoted to the rank of high soda of range of 25-35 years... by Nicole Kidman, and Orangina - now "naturally pulpy" - became the challenger of Coca... In four years, the turnover of the company double EUR 520 million. In the meantime, it is passed from the hands of Blackstone and Lion Capital funds to those of a stable shareholder, the Japanese Suntory. "Natural and minstrel", the Orangina universe has resumed with the sponsorship of sporting and musical events and... with the teens of today. Cool.