Carambar: The countrywide joke

This case study describes how Carambar, the French confectionery, reactivated love for a previously iconic brand and revitalised sales.

Carambar: The countrywide joke

Agency: Fred & Farid ParisAdvertiser: Mondelez InternationalBrand: CarambarCountry: France

Objectives

A candy bar that goes beyond the taste buds

More than a caramel candy, Carambar is an institution in France, where it has reached iconic status mainly because of its jokes. The jokes, which appear in the inside of the candy wrappers, are so typical that they have become an entire sub-category of French humor: a "Carambar joke" is a generic term used to designate any joke that is goofy and falls a bit flat.

A stagnating business

Although...

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