Do you know the marketing tactic used by Le Bon Marché, Le Cheval de Troie? Since 1852, the founders of this chain of stores, Marguerite and Aristide Boucicaut, had been offering inflatable balloons to the children of customers visiting their stores. Indeed, it's rare for a child to refuse such a gift. These balloons were cleverly marked with the imposing "Le Bon Marché" logo. On their way home, the children unwittingly helped spread the brand's name by showing off their balloons, thus arousing envy in other children.