We have achieved the successes we deserve. Marseille was delighted on Thursday 5 September to learn that the Pernod-Ricard group was giving up its much-criticised partnership with Paris-Saint-Germain (PSG). “It is the victory of the Ricardians over those of the petrodollars”Many Marseille accounts were ablaze on social media, which, a few days earlier, had launched a boycott against the famous brand of pastis, born in the city and a real star of the counters.
An identity-based satisfaction immediately shared by many elected officials in Marseille. “It’s Marseille, baby!”greeted the president of the metropolis Martine Vassal (right) on the social network “We don’t blame you, Pernod-Ricard”He made a commitment to MP Samia Ghali (various left-wing parties), while the mayor of Les Républicains du VImy sector, Sylvain Souvestre, greeted “the mass mobilization of the people of Marseillais”.
“Let’s stay in Marseille”The mayor of the city, Benoît Payan (several on the left), also reacted by transmitting the newspaper article Provence counting the retirement. The day before, between two interviews dedicated to the renovation of primary schools, the elected official had already announced his intention to meet with the president and general manager of Pernod-Ricard France to inform him of his “incomprehension”.
Call for a “general boycott”
In a football world totally absorbed by commercial issues and advertising partnerships, while Olympique de Marseille (OM) belongs to an American owner, after having been owned by a Swiss tycoon, the digital revolt of Olympique de Marseille supporters nevertheless had something to do. you smile. But the protest, broadcast by numerous ultras accounts, including that of the head of the Winners of the South, Rachid Zeroual, calling for a “general boycott” of the group’s drinks, was also taken up by artists and influencers, then on the front page of the newspaper ProvenceIn just three days, it has regained its position as the world’s number two in alcohol and spirits – 240 brands on the counter and a final annual turnover of almost 12 billion euros – stunned by so much bad press.
The mistake of the group, created by Paul Ricard in 1932, was surely to make too much of its four-year partnership with the reigning French champions: the photo bringing together the executive vice-president of the Pernod Ricard brands and the director of the associations proudly displaying a Paris-Saint-Germain shirt emblazoned with the company’s name was a perfect means of fuelling digital outrage on social media.
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