The new “camouflage” colors of the Nice club proudly adorn the Promenade des Anglais. As the holiday season approaches, a shop has just opened on the famous Prom’. Behind this initiative is the red and black club’s marketing department, which came up with the original idea of “stirring up some buzz to promote the club’s new jersey.” Both the club’s management and the sponsor were immediately thrilled by this idea, and the green light was given to launch the operation. The only potential obstacle was the authorization from the City Hall, which had never before issued a commercial license for a shop on the Prom’. Once this precious approval was secured, the marketing operation could begin.
“You need 12 to play”: the store’s slogan is catchy. The tone is set. The atmosphere is one of camaraderie, in line with the new jersey. A true popular success, the club’s new shop is unanimously praised by passersby, purchasers, and other supporters who flock mainly on weekends. Located opposite the Théâtre de Verdure, the site is “ideal for such an operation. From here, we’re visible from everywhere. At night, we’re even illuminated.”
The goal is to advertise the new “camouflage” jersey, but the shop also offers an extraordinary range of various items. From keychains at 5 euros to numbered jerseys, passing by the club-colored thong. The only downside to this commercial venture is the absence of the aforementioned new jersey due to transport strikes in Italy. In any case, most acquisitions are “impulse buys; customers come to see us because we are on their path. Most of the time they buy souvenirs, and at the moment, Christmas gifts.”
Far from financial assessments, this marketing operation has already achieved its goal. The “camouflage” jersey has made headlines, and the bet is won.
