Carambar: The countrywide joke
Marie-Julie Lorenzo
Campaign details
Brand owner: Mondelez InternationalAgency: Fred & Farid Group (including Kids Love Jetlag, Fred & Farid Media)Brand: CarambarCountry: France
Executive summary
The case study shows how a French candy bar, Carambar, which had been starting to lose its iconic edge, was the subject of the first social-media-powered joke played on an entire country. In only five days, the campaign had generated the equivalent of a full year of communication without a penny having been invested.
Carambar is famous for the 'jokes' written on its wrapper since...