{"id":759377,"date":"2025-08-02T06:20:18","date_gmt":"2025-08-02T06:20:18","guid":{"rendered":"https:\/\/www.beirut.com\/?p=759377"},"modified":"2025-08-07T12:51:50","modified_gmt":"2025-08-07T12:51:50","slug":"adorez-le-ou-ne-le-comprenez-pas-la-campagne-dete-de-roadster-divise-tout-le-monde","status":"publish","type":"post","link":"https:\/\/www.beirut.com\/fr\/759377\/adorez-le-ou-ne-le-comprenez-pas-la-campagne-dete-de-roadster-divise-tout-le-monde\/","title":{"rendered":"Adorez-le&#8230; ou ne le comprenez pas : la campagne d&#8217;\u00e9t\u00e9 de Roadster divise tout le monde"},"content":{"rendered":" <p>La campagne estivale la plus r\u00e9cente de Roadster fait parler tous les experts en marketing autoproclam\u00e9s et qualifi\u00e9s. Si vous avez manqu\u00e9 les panneaux d&#8217;affichage, le buzz des r\u00e9seaux sociaux et la large gamme de r\u00e9actions, voici un regard plus attentif sur ce qui fait de cette campagne l&#8217;une des initiatives marquantes de l&#8217;\u00e9t\u00e9.<\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7524672834287930632\" autoload><\/lite-tiktok>   <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-we-deserve-summer-what-s-this-campaign-about\"><em>NOUS M\u00c9RITONS L&#8217;\u00c9T\u00c9<\/em> : De quoi parle cette campagne ?<\/h3>    <p><\/p>    <p><em>NOUS M\u00c9RITONS L&#8217;\u00c9T\u00c9<\/em> marque le retour audacieux de Roadster \u00e0 l&#8217;esprit vibrant et insouciant de l&#8217;\u00e9t\u00e9 apr\u00e8s une ann\u00e9e difficile au Liban. La campagne met en avant des personnalit\u00e9s libanaises bien connues comme Wael Arakji et Yara Bou Monsef et se d\u00e9cline sur des panneaux d&#8217;affichage, les r\u00e9seaux sociaux et des exp\u00e9riences en agence. <\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/reel\/DMXLiqLN0rm\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <p><\/p>    <p>En plus du lancement de sept nouveaux \u00e9l\u00e9ments du menu d&#8217;\u00e9t\u00e9, Roadster a revu la d\u00e9coration de ses restaurants et l&#8217;uniforme de son personnel pour refl\u00e9ter l&#8217;\u00e9nergie de la saison.<\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/p\/DL9j0NzMSck\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-why-don-t-people-like-it\">Pourquoi les gens ne l&#8217;aiment-ils pas ?<\/h3>    <p><\/p>    <p>Le retour d&#8217;information re\u00e7u par le restaurant familial \u00e9tait que certaines personnes <em>ne comprenaient tout simplement pas<\/em>. Certains utilisateurs ont qualifi\u00e9 la campagne de &#8220;coupe-faim&#8221;, critiquant Roadster pour avoir utilis\u00e9 des visages de c\u00e9l\u00e9brit\u00e9s sans v\u00e9ritable narration. <\/p>    <p><\/p>    <figure class=\"wp-block-image size-large is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"883\" height=\"1024\" src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-883x1024.png\" alt=\"\" class=\"wp-image-758650\" srcset=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-883x1024.png 883w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-517x600.png 517w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-216x250.png 216w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-768x891.png 768w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM-600x696.png 600w, https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-28-at-2.57.05\u202fPM.png 1100w\" sizes=\"auto, (max-width: 883px) 100vw, 883px\" \/><\/figure>    <p><\/p>    <p>Les professionnels du marketing ont \u00e9galement \u00e9t\u00e9 surpris par l&#8217;orientation de la campagne, notant que l&#8217;histoire d&#8217;une marque alimentaire devrait id\u00e9alement se concentrer sur la nourriture elle-m\u00eame. Avec sa forte concentration sur les visuels estivaux, des planches de surf aux prises de vue de piscine et aux apparitions de c\u00e9l\u00e9brit\u00e9s, beaucoup se sont demand\u00e9 : <em>O\u00f9 sont les burgers ?<\/em><\/p>    <p><\/p>   <script type=\"module\" src=\"https:\/\/cdn.jsdelivr.net\/npm\/@justinribeiro\/lite-tiktok@0.1.0\/lite-tiktok.js\"><\/script>   <lite-tiktok style=\"margin:auto;width:340px;\" videoid=\"7532082029664505102\" autoload><\/lite-tiktok>   <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-but-let-s-be-real-for-a-second\">Mais Soyons R\u00e9alistes Un Instant<\/h3>    <p><\/p>    <p>Les Libanais se demanderont-ils un jour ce que vend Roadster ? Cet endroit existe depuis 27 ans (et plus), offrant des bouch\u00e9es r\u00e9confortantes que nous connaissons et aimons tous depuis 1998.<\/p>    <p><\/p>    <p>Le lieu qui ne d\u00e9\u00e7oit jamais, et qui fait partie de l&#8217;enfance de tout le monde, Roadster a suscit\u00e9 la fid\u00e9lit\u00e9 que la plupart des marques r\u00eavent d&#8217;avoir. C&#8217;est l\u00e0 o\u00f9 vous alliez apr\u00e8s l&#8217;\u00e9cole, pour vos premiers rendez-vous, pour les envies nocturnes, ou lors de ces jours ind\u00e9cis o\u00f9 vous ne saviez pas o\u00f9 vous vouliez manger, mais vous vous retrouviez tout de m\u00eame dans leur cabine, commandant votre repas de r\u00e9confort habituel.<\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/reel\/DMX8UkqsPIo\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <p><\/p>    <p>Les gens ont oubli\u00e9 que Roadster n&#8217;a pas <em>besoin<\/em> de vous s\u00e9duire avec de la nourriture. Nous savons d\u00e9j\u00e0 que leur nourriture est bonne. C&#8217;est le seul endroit o\u00f9 nous reviendrons toujours. Avec cette campagne, ils rappellent simplement \u00e0 leurs clients fid\u00e8les : <em>vous cr\u00e9ez des souvenirs cet \u00e9t\u00e9 tant attendu, et comme toujours, nous voulons en faire partie.<\/em><\/p>    <p><\/p>    <p>M\u00eame lorsque les visuels penchent plus du c\u00f4t\u00e9 de la piscine que du c\u00f4t\u00e9 de l&#8217;assiette, la notori\u00e9t\u00e9 de la marque est profonde. Les gens peuvent critiquer la campagne, remettre en question la direction cr\u00e9ative ou d\u00e9battre de la pertinence, mais ils en parlent toujours. <\/p>    <p><\/p>    <p>Au moins maintenant, vous \u00eates suffisamment curieux pour aller voir de quoi parle leur menu d&#8217;\u00e9t\u00e9.<\/p>    <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <h3 class=\"wp-block-heading\" id=\"h-final-thoughts\">R\u00e9flexions finales<\/h3>    <p><\/p>    <p>La campagne rappelle que les marques fortes n&#8217;ont pas toujours besoin de suivre le livre de r\u00e8gles traditionnel. Roadster continue de d\u00e9fier ses concurrents car il cr\u00e9e de vraies connexions avec son public. <\/p>    <p><\/p>    <p>Ils ne veulent pas seulement vous donner faim de leur nourriture. Ils veulent que vous ayez toujours leur marque \u00e0 l&#8217;esprit, associ\u00e9e \u00e0 de bons moments, du confort et des souvenirs.<\/p>    <p><\/p>    <p>Cette connexion plus profonde est ce qui fait revenir les gens, \u00e9t\u00e9 apr\u00e8s \u00e9t\u00e9, campagne apr\u00e8s campagne. Il ne s&#8217;agit pas seulement des burgers; il s&#8217;agit d&#8217;appartenance. <\/p>    <p><\/p>   <iframe title=\"Embedded Instagram Post\" allowtransparency=\"true\" allowfullscreen=\"true\" frameborder=\"0\" height=\"532\" data-src=\"https:\/\/www.instagram.com\/reel\/DL6-LD-sN_n\/embed\/\" scrolling=\"no\" style=\"background: white; max-width: 540px; width: calc(100% - 2px); border-radius: 3px; border: 1px solid rgb(219, 219, 219); box-shadow: none; display: block; margin: 12px 0px 12px !important; min-width: 326px; padding: 0px;\"><\/iframe>   <p><\/p>    <p>D&#8217;un point de vue marketing, Roadster a su convaincre. Avec une campagne simple et un message tr\u00e8s clair, vous n&#8217;avez pas besoin de faire des exercices de r\u00e9flexion pour appr\u00e9cier le message.<\/p>    <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>    <p class=\"has-pale-ocean-gradient-background has-background\" style=\"font-size:17px\"><strong>Avez-vous aim\u00e9 cet avis ? Consultez la section <a href=\"https:\/\/www.beirut.com\/en\/tag\/opinion\/\" target=\"_blank\" rel=\"noreferrer noopener\">#Opinion<\/a> pour plus de contenu similaire.<\/strong><\/p>    <div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>         <div style=\"width: 100%;\" class=\"mobile products-container-two-product swiper\">   <div class=\"swiper-wrapper\">        <a class=\"swiper-slide\" href=\"https:\/\/www.beirut.com\/fr\/product\/the-beirut-tee\/\" aria-label=\"The Beirut Tee\" style=\"min-width: 66% !important;height:auto !important;\">      <div style=\"min-width: 90% !important;\" class=\"single-product-two-product\">       <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/04\/beirutee-524x600.png\">       <\/div>       <div class=\"product-content-two-product\">        <h2 style=\"height: 45px;\">The Beirut Tee<\/h2>        <p>Beirut.com printed logo on the left side. Available in Black, White, and Olive Green.<\/p>        <div class=\"price-container-two-product\">         Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>       <\/div>       <\/div>      <\/div>     <\/a>         <a class=\"swiper-slide\" href=\"https:\/\/www.beirut.com\/fr\/product\/%d8%ba%d8%b1%d8%b1%d9%88%d9%88%d9%88%d9%88%d9%88%d9%88%d9%81%d9%8a-tee\/\" aria-label=\"\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee\" style=\"min-width: 66% !important;height:auto !important;\">      <div style=\"min-width: 90% !important;\" class=\"single-product-two-product\">       <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/05\/PHOTO-2024-05-17-15-22-13-600x400.jpg\">       <\/div>       <div class=\"product-content-two-product\">        <h2 style=\"height: 45px;\">\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee<\/h2>        <p>High quality t-shirt that is available in either round neck loose fit made of 100% cotton with short sleeves, or fitted cropped with a round neck and short sleeves (95% cotton,5% elastane). <\/p>        <div class=\"price-container-two-product\">         Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>       <\/div>       <\/div>      <\/div>     <\/a>       <\/div>   <div class=\"swiper-pagination\"><\/div>   <div class=\"swiper-button-prev\"><\/div>   <div class=\"swiper-button-next\"><\/div>  <\/div>   <div style=\"width: 100%;\" class=\"desktop products-container-two-product\">      <a style=\"min-width: calc(25% - 1.5rem); width:calc(25% - 1.5rem);\" href=\"https:\/\/www.beirut.com\/fr\/product\/the-beirut-tee\/\" aria-label=\"The Beirut Tee\">     <div style=\"min-width: 100% !important;\" class=\"single-product-two-product\">      <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/04\/beirutee-524x600.png\">      <\/div>      <div class=\"product-content-two-product\">       <h2>The Beirut Tee<\/h2>       <p>Beirut.com printed logo on the left side. Available in Black, White, and Olive Green.<\/p>       <div class=\"price-container-two-product\">        Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>      <\/div>      <\/div>     <\/div>    <\/a>       <a style=\"min-width: calc(25% - 1.5rem); width:calc(25% - 1.5rem);\" href=\"https:\/\/www.beirut.com\/fr\/product\/%d8%ba%d8%b1%d8%b1%d9%88%d9%88%d9%88%d9%88%d9%88%d9%88%d9%81%d9%8a-tee\/\" aria-label=\"\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee\">     <div style=\"min-width: 100% !important;\" class=\"single-product-two-product\">      <div class=\"product-image-two-product lazy-load\" data-src=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2024\/05\/PHOTO-2024-05-17-15-22-13-600x400.jpg\">      <\/div>      <div class=\"product-content-two-product\">       <h2>\u063a\u0631\u0631\u0648\u0648\u0648\u0648\u0648\u0648\u0641\u064a Tee<\/h2>       <p>High quality t-shirt that is available in either round neck loose fit made of 100% cotton with short sleeves, or fitted cropped with a round neck and short sleeves (95% cotton,5% elastane). <\/p>       <div class=\"price-container-two-product\">        Starting At <span class=\"woocommerce-Price-amount amount\"><bdi><span class=\"woocommerce-Price-currencySymbol\">&#36;<\/span>25<\/bdi><\/span>      <\/div>      <\/div>     <\/div>    <\/a>       <\/div>   ","protected":false},"excerpt":{"rendered":"<p>La campagne estivale la plus r\u00e9cente de Roadster fait parler tous les experts en marketing autoproclam\u00e9s et qualifi\u00e9s. Si vous avez manqu\u00e9 les panneaux d&#8217;affichage, le buzz des r\u00e9seaux sociaux et la large gamme de r\u00e9actions, voici un regard plus attentif sur ce qui fait de cette campagne l&#8217;une des initiatives marquantes de l&#8217;\u00e9t\u00e9. NOUS [&hellip;]<\/p>\n","protected":false},"author":102,"featured_media":758659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_preview_accessed":0,"footnotes":""},"tags":[],"media-embed-type":[],"class_list":["post-759377","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-le-blog"],"authorship":[17],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Adorez-le... ou ne le comprenez pas : la campagne d&#039;\u00e9t\u00e9 de Roadster divise tout le monde &#187; Beirut.com<\/title>\n<meta name=\"description\" content=\"La campagne estivale la plus r\u00e9cente de Roadster fait parler tous les experts en marketing autoproclam\u00e9s et qualifi\u00e9s.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.beirut.com\/fr\/759377\/adorez-le-ou-ne-le-comprenez-pas-la-campagne-dete-de-roadster-divise-tout-le-monde\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adorez-le... ou ne le comprenez pas : la campagne d&#039;\u00e9t\u00e9 de Roadster divise tout le monde\" \/>\n<meta property=\"og:description\" content=\"La campagne estivale la plus r\u00e9cente de Roadster fait parler tous les experts en marketing autoproclam\u00e9s et qualifi\u00e9s.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.beirut.com\/fr\/759377\/adorez-le-ou-ne-le-comprenez-pas-la-campagne-dete-de-roadster-divise-tout-le-monde\/\" \/>\n<meta property=\"og:site_name\" content=\"Beirut.com\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/beirutcityguide\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-02T06:20:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-07T12:51:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.beirut.com\/wp-content\/uploads\/2025\/07\/roadster.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2498\" \/>\n\t<meta property=\"og:image:height\" content=\"1504\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lama Hajj\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beirutcityguide\" \/>\n<meta name=\"twitter:site\" content=\"@beirutcityguide\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lama Hajj\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.beirut.com\\\/fr\\\/759377\\\/adorez-le-ou-ne-le-comprenez-pas-la-campagne-dete-de-roadster-divise-tout-le-monde\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.beirut.com\\\/fr\\\/759377\\\/adorez-le-ou-ne-le-comprenez-pas-la-campagne-dete-de-roadster-divise-tout-le-monde\\\/\"},\"author\":{\"name\":\"Lama Hajj\",\"@id\":\"https:\\\/\\\/www.beirut.com\\\/ar\\\/#\\\/schema\\\/person\\\/97c22b1acf96bb062cb725fb93718ec7\"},\"headline\":\"Adorez-le&#8230; 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