• 1975

1975

Innovative sponsoring

At a time when the French army was introducing ANTESITE as a powerful thirst-quencher in its combat rations, the famous concentrate took up its place in the world of mass distribution. The range extended to include liquorice-cola flavour and, although almost 80 years old, it began to draw up an original communication plan. It set itself up as a sponsor for key cultural and sporting events, consistent with its image, namely the Paris-Dakar race, the Morocco rally and French beaches, with buses painted in the colours of the concentrate. The little bottle even lifted off into the skies with the Radio Monte Carlo hot-air balloon. An innovative and, above all, winning strategy!