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...