La publicité, le marketing et la communication ne sont pas des inventions récentes. La Stéarinerie Dubois a utilisé ces moyens tout au long de son histoire. Remontons le temps !
In 1823, Victor BERTRAND, wax keeper at 55 rue des Lombards, whose company will merge in 1830 with that of Théodose DUBOIS, promotes his shop and his candles in a chic and worldly magazine, le Diable Boiteux, Journal des spectacles, des mœurs et de la littérature. This takes the form of a fictitious letter, full of innuendo.
It is also necessary to be known in the directories and almanacs which identify the best suppliers. The brand “A la Ruche” will remain the flagship product of the house Dubois for a very long time.
In the second half of the 19th century, major exhibitions were an opportunity to make yourself known, show your excellence and be talked about. DUBOIS takes part in the exhibitions of 1844 and 1855. It receives an award in 1844.
Marketing also involves the creation of logos and registered brands. Maison Dubois often uses the beehive as an emblem, thus associating its candles with beeswax; raw material for luxury candles and candles.
67/5000But a brand is defended, if necessary before the courts.
In 1891, Dubois registered the brand “Bougie L’Idéale”
Dubois defends its brand against a competitor, the “Dijon Idéale” candle… and the court agrees. The case is listed in the jurisprudence as an example where a banal word like “ideal” used not to qualify the quality of a product as a “fancy name” can become a brand … that it is not allowed to counterfeit.
Communicating also means writing articles in the press extolling the merits of the company and the products. This is the case of this article published in 1900:
We can also carry out public relations operations like this gift of candles during the 14-18 war. There was no desire for recovery in this initiative since at the time, the two children of René Dubois, aged 19 and 20, were both mobilized on the front.
In the 1925s, the marketing of the Stéarinerie Dubois Fils brand emphasized seriousness and quality, based on the status of producer (the Montreuil factory) as well as on the age of the company. The hive remains the emblem of the company … but the swan is beginning to make its appearance.
From the 1950s the company logo changed. The swan replaces the hive. The whiteness of the swan echoes the whiteness of “triple pressure” stearin.
In 2020, the swan is modernized to celebrate the 200th anniversary of the company.