Evan Holod isn’t afraid to admit it. Michel et Augustin is hard to say.
Holod is the CEO of Michel et Augustin U.S., and exactly how consumers might say their name is one of the first challenges he and the team encountered. “It’s something we spend an inordinate amount of time thinking about,” he told us.
It’s not just Michel et Augustin – every French brand that crosses the Atlantic has to contend with the fact that most Americans aren’t exactly Francophiles. According to Holod, it’s precisely this apprehension with the French language that has prevented French brands from connecting with American consumers in a big way. But Michel et Augustin is here to change all that.
This week we learn how Evan and the team are taking an iconic French brand and starting over in the states. Evan also talks about the “Share a Coke” campaign, which he worked on during his time as an executive at Coca-Cola.
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