Relaunched by the SME Héritage, the iconic laundry detergent with the famous gift has already found more than 400,000 loyal consumers in one year (source Nielsen). New products, a new price positioning and a partnership with Parc Astérix, must allow it to continue its growth.
When it was relaunched by Héritage a year ago, Bonux had set itself the objective of reaching a market share point. It's done. The figures also show a penetration rate of 1,3% with an increasingly strong and increasingly visible in-store presence. “This success can be explained in particular by Bonux’s dual target strategy., assures Mathilde Vacheresse, Director of Marketing at Héritage. We both addressed the brand's historic customers, but without forgetting to establish a link with a younger target, more digitalized, who didn't know her. » For the first year of Bonux relaunch, the brand has reactivated its historical target, those who knew Bonux and its gifts best : 45-50 year olds. In 2024, Bonux focuses on its target, Parc Astérix younger, who knows the brand less well and has different expectations.
For that, the brand offers a completely revisited Bonux gift experience on www.bonux.fr, the site for gifts to choose online. This strategy of conquering a younger target requires a suitable product offer, with lower and competitive prices.
BONUX GIFTS WITH THE EFFIGY OF ASTERIX
To support its dual target strategy, it is quite naturally that Bonux turned to the ideal partner : Asterix. These two icons of French heritage share values of joy and good humor, highlight France and have strong sympathy capital. The partnership between Bonux and Astérix is now materializing online at www.bonux.fr, where Internet users can try to win gifts from Parc Astérix by spinning a wheel. At the start of September, Bonux gifts bearing the image of the famous Gauls will appear in Bonux laundry detergents in stores.
