Product launches do not always follow a linear trajectory between the innovative idea and the membership of the general public. French brands have marketed failed products,, Mocked or shunned during their beginnings, before becoming essential references, cult successes and acquire the status of cult objects. For business leaders and entrepreneurs, deciphering these spectacular reversals offers precious lighting on market dynamics and psychological springs of consumption.
The strange ascent of the Citroën 2cv
At the end of the Second World War, Citroën intended to put the automobile within the reach of the greatest number. The 2CV, presented as “Four wheels under an umbrella”wanted to be robust and simple, but its rustic aesthetic then arouses sarcasm and doubts. Many dealers are afraid of seeing their reputation marred by this curious model, to the point that the manufacturer receives inexpensive returns during the first demonstrations.
Despite these initial mockery, the 2CV becomes a symbol of France of the Thirty Glorious Years. Its affordable price and its ease of maintenance conquer a large audience, while the press ends up greeting its suspension comfort and versatility. THE “Vilain little duckling” turns into a popular icon, and the 2CV remains today a highly sought -after collector’s room, proof that functionality and singularity can prevail over aesthetic criticism.
The stylistic challenge of the Renault Twingo
During the 1992 automotive World Cup, Renault presents Twingo, a city car with design deemed too fun and “cheap” to seduce drivers of the time. Some experts describe it as a “play-play” and doubt its commercial potential, fearing that its rounded look and its lively colors would put off the traditional customers of the brand. Despite this halftone start-up, the Twingo quickly established itself as a flagship figure of the city, appreciated for its compactness and its surprising habitability. Drivers learn to love its “nice” side, while Renault continues special series and offbeat marketing, gradually building a real community of “Twinguists”. This turnaround illustrates the idea that a confusing design can become an argument of sale, if the identity of the product is clearly assumed and supported by a bold campaign.
The French cookies of Michel and Augustin
Unlike the automotive industry, Michel and Augustin are embarking on the cookie factory with the ambition to decompartmentalize the snack. In their early days, the two founders struggle to convince: their round and good shortbread, with colorful packaging and embellished with small jokes, seem too “informal” in the eyes of certain distributors. They are criticized for an infantile tone, a price above average and an identity too facetious to impose itself within a radius dominated by historical marks.
This offbeat audacity ends up making a hit, first in some thin grocery stores, then in supermarkets. Consumers, in search of craft and narrative products, are caught up in the game. Michel and Augustin values transparency on the ingredients and cultivates a mischievous tone. This transforms what was perceived as a risky bet into a sign of differentiation. The “nice” cookie then becomes a symbol of the trendy “French food”, exportable outside the borders.
Lessons to be learned for entrepreneurs
These examples reveal that certain failed launches, or at least received lukewarm at the start, may experience resounding success provided that you persevere and adjust communication. The reasons for the initial failure vary: look too disruptive, your judged offbeat, function deemed useless. However, if the product meets a real need or arouses a strong emotion, the market ends up giving it a place. It is crucial to measure the impact of the first impression, without giving up the original concept. Sometimes, a simple detail of use, a better highlighted argument or a more daring marketing campaign overthrow the verdict. On the other hand, knowing how to mobilize passionate ambassadors helps to transform a rejection into a craze. When customers become evangelist, she participates in reverse the initial trend and in the long -lasting installing the brand in the landscape.
The triumph of authenticity
Far from being a random phenomenon, the “rehabilitation” of decried products underlines the power of authenticity and coherence. For business leaders, it is a question of staying faithful to his vision while listening to returns, even if it means developing certain attributes of the product. By relying on strong values and an assertive identity, it becomes possible to transform a semi-failure into a cult phenomenon. When competition intensifies and the attention of consumers is fragmented, the ability to surprise or cause a sincere affection is a decisive asset.
An initially shunned product can finally seduce, if the brand manages to make its singularity accept and to give birth to a feeling of belonging. For entrepreneurs, these opinion reversals confirm the adage: failure is sometimes only a step towards success, provided you persist and adjust its trajectory.
