A few days ago, we received a small Carambar binder at the editorial office. Inside, an announcement that went viral on social networks and in the press: Carambar was stopping making us laugh and replacing its jokes with edutainment games.
So what were we to make of this announcement? It seemed so big … so we decided to wait and see what was behind this farce…
The well-crafted dossier was picked up by all the major French media and bloggers! Support clubs for Carambar jokes were forming here and there … Were we about to witness the birth of a huge bad buzz ????
OUF! It was a joke!
This morning, three days after the joke began, I received this message on Twitter.
While most French journalists are crying foul, I’m delighted with this wonderful buzz, deciphered in this video.
“SINCE THE LATE 1960S, THE CARAMBAR JOKE HAS BEEN ONE OF THE PRODUCT’S EMBLEMATIC VALUES, CAPITALIZING ON THE GOOD HUMOR AND WHIMSY ASSOCIATED WITH GOOD EATING… AND THAT’S NOT ABOUT TO CHANGE. AT CARAMBAR, WE WANTED TO BUILD A SYMPATHETIC MESSAGE BY MOVING AWAY FROM TRADITIONAL
STRATEGIES. INSTEAD OF TALKING ABOUT OUR JOKES, WE DECIDED TO MAKE A BIG ONE”, EXPLAINS MAGALI MIRAULT, THE BRAND’S MARKETING MANAGER.
“THE RELATIONSHIP BETWEEN CARAMBAR AND THE FRENCH IS LIKE A LOVE STORY: FROM TIME TO TIME, IT NEEDS TO BE REKINDLED. IT’S WHEN YOU THINK YOU’VE LOST SOMETHING DEAR TO YOU THAT YOU REALIZE HOW MUCH YOU CARE. THE PROOFS OF LOVE THIS OPERATION HAS GENERATED REMIND US THAT THE CARAMBAR BRAND IS PART OF
OUR COLLECTIVE HERITAGE” EXPLAINS THE FRED & FARID GROUP BEHIND THIS OPERATION, CONCEIVED AND ORCHESTRATED BY ITS TWO AGENCIES, KIDS LOVE JETLAG AND FRED & FARID MEDIA.
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