Renault Intends to Utilize Papa and Nicole for UK-focused Clio Advertisements
Renault is set to launch a unique marketing campaign for its new sixth-generation Clio in the UK, following the success of the iconic Papa and Nicole adverts from the 1990s.
The marketing boss, Arnaud Belloni, who studied in London and observed Renault's poor reputation in the UK in the early 1980s, is leading the UK-specific advertising campaign for the new model. Belloni credits the success of the Clio, Papa and Nicole adverts and Renault's association with British pop culture for the brand's improved reputation in the UK.
The Papa and Nicole adverts played a significant role in driving the commercial success of the original Clio and are ranked as some of the most popular car adverts ever aired in Britain. In the final instalment, Nicole left her would-be groom and drove off into the sunset with her new partner in the Mk2 Renault Clio, which was watched by an estimated 23 million people.
The marketing campaign for the new sixth-generation Clio aims to replicate the success of the Papa and Nicole adverts in the UK during the 1990s. However, it remains uncertain whether Nicole and Papa will return to advertise the new model.
Renault typically creates one universal campaign for a given model and adapts it for different regions. However, the Clio requires a unique treatment due to its historical significance in the UK. The brand's success in the UK was linked to its involvement in British pop culture, including advertising campaigns and football players associated with the brand.
Thierry Henry was an ambassador for Renault during the early noughties, further enhancing the brand's association with British pop culture. The final instalment of the Papa and Nicole campaign gained comparable status to a long-running TV series, significantly improving Renault's image in the UK.
The new sixth-generation Clio was revealed at the Munich motor show last week. Renault can no longer afford to create unique marketing campaigns for all of its models, but the Clio is an exception due to its historical significance. The marketing campaign for the new sixth-generation Clio will leverage the unique cultural status of Renault in the UK to connect with the British audience.
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