{"id":2008629,"date":"2013-03-25T16:46:46","date_gmt":"2013-03-25T15:46:46","guid":{"rendered":"https:\/\/www.luxsure.fr\/2013\/03\/25\/carambar-was-serious-business\/"},"modified":"2026-03-11T22:06:49","modified_gmt":"2026-03-11T21:06:49","slug":"carambar-was-serious-business","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2013\/03\/25\/carambar-was-serious-business\/","title":{"rendered":"Carambar was serious business!"},"content":{"rendered":"<p>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.<br \/>\n\n\t\t<style type=\"text\/css\">\n\t\t\t#gallery-1 {\n\t\t\t\tmargin: auto;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-item {\n\t\t\t\tfloat: left;\n\t\t\t\tmargin-top: 10px;\n\t\t\t\ttext-align: center;\n\t\t\t\twidth: 33%;\n\t\t\t}\n\t\t\t#gallery-1 img {\n\t\t\t\tborder: 2px solid #cfcfcf;\n\t\t\t}\n\t\t\t#gallery-1 .gallery-caption {\n\t\t\t\tmargin-left: 0;\n\t\t\t}\n\t\t\t\/* see gallery_shortcode() in wp-includes\/media.php *\/\n\t\t<\/style>\n\t\t<div id='gallery-1' class='gallery galleryid-2008629 gallery-columns-3 gallery-size-thumbnail'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.luxsure.fr\/en\/print-francais-2\/'><img decoding=\"async\" width=\"216\" height=\"160\" data-src=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-fran\u00e7ais-216x160.jpg\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-srcset=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-fran\u00e7ais-216x160.jpg 216w, https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-fran\u00e7ais-75x55.jpg 75w\" data-sizes=\"(max-width: 216px) 100vw, 216px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 216px; --smush-placeholder-aspect-ratio: 216\/160;\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.luxsure.fr\/en\/nouveau-site-2\/'><img decoding=\"async\" width=\"216\" height=\"160\" data-src=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Nouveau-site-216x160.jpg\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 216px; --smush-placeholder-aspect-ratio: 216\/160;\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.luxsure.fr\/en\/print-maths-2\/'><img decoding=\"async\" width=\"216\" height=\"160\" data-src=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-maths-216x160.jpg\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-srcset=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-maths-216x160.jpg 216w, https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-maths-75x55.jpg 75w\" data-sizes=\"(max-width: 216px) 100vw, 216px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 216px; --smush-placeholder-aspect-ratio: 216\/160;\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.luxsure.fr\/en\/print-hist-geo-2\/'><img decoding=\"async\" width=\"216\" height=\"160\" data-src=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-hist-g\u00e9o-216x160.jpg\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-srcset=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-hist-g\u00e9o-216x160.jpg 216w, https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Print-hist-g\u00e9o-75x55.jpg 75w\" data-sizes=\"(max-width: 216px) 100vw, 216px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 216px; --smush-placeholder-aspect-ratio: 216\/160;\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon '>\n\t\t\t\t<a href='https:\/\/www.luxsure.fr\/en\/fond-decran-2\/'><img decoding=\"async\" width=\"1\" height=\"1\" data-src=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Fond-d\u00e9cran.jpg\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1px; 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--smush-placeholder-aspect-ratio: 216\/160;\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/www.luxsure.fr\/en\/nouvelle-papillote-2\/'><img decoding=\"async\" width=\"216\" height=\"160\" data-src=\"https:\/\/www.luxsure.fr\/wp-content\/uploads\/2013\/03\/Nouvelle-papillote-216x160.png\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 216px; --smush-placeholder-aspect-ratio: 216\/160;\" \/><\/a>\n\t\t\t<\/dt><\/dl>\n\t\t\t<br style='clear: both' \/>\n\t\t<\/div>\n<br \/>\nSo what were we to make of this announcement? It seemed so big &#8230; so we decided to wait and see what was behind this farce&#8230; <\/p>\n<p>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 &#8230; Were we about to witness the birth of a huge bad buzz ????<\/p>\n<p>OUF! It was a joke!<br \/>\nThis morning, three days after the joke began, I received this message on Twitter.<br \/>\n<iframe width=\"560\" height=\"315\" data-src=\"http:\/\/www.youtube.com\/embed\/o73GGno9Bc8\" frameborder=\"0\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>While most French journalists are crying foul, I&#8217;m delighted with this wonderful buzz, deciphered in this video.<\/p>\n<p><iframe width=\"560\" height=\"315\" data-src=\"http:\/\/www.youtube.com\/embed\/4qEGCN5j3qE\" frameborder=\"0\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>&#8220;SINCE THE LATE 1960S, THE CARAMBAR JOKE HAS BEEN ONE OF THE PRODUCT&#8217;S EMBLEMATIC VALUES, CAPITALIZING ON THE GOOD HUMOR AND WHIMSY ASSOCIATED WITH GOOD EATING&#8230; AND THAT&#8217;S NOT ABOUT TO CHANGE. AT CARAMBAR, WE WANTED TO BUILD A SYMPATHETIC MESSAGE BY MOVING AWAY FROM TRADITIONAL<br \/>\nSTRATEGIES. INSTEAD OF TALKING ABOUT OUR JOKES, WE DECIDED TO MAKE A BIG ONE&#8221;, EXPLAINS MAGALI MIRAULT, THE BRAND&#8217;S MARKETING MANAGER.  <\/p>\n<p>&#8220;THE RELATIONSHIP BETWEEN CARAMBAR AND THE FRENCH IS LIKE A LOVE STORY: FROM TIME TO TIME, IT NEEDS TO BE REKINDLED. IT&#8217;S WHEN YOU THINK YOU&#8217;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<br \/>\nOUR COLLECTIVE HERITAGE&#8221; EXPLAINS THE FRED &amp; FARID GROUP BEHIND THIS OPERATION, CONCEIVED AND ORCHESTRATED BY ITS TWO AGENCIES, KIDS LOVE JETLAG AND FRED &amp; FARID MEDIA.  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&hellip;<\/p>\n","protected":false},"author":2,"featured_media":598706,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[30094],"tags":[61941],"class_list":["post-2008629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture-en","tag-carambar"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Carambar was serious business! - LUXSURE - Fashion Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.luxsure.fr\/en\/2013\/03\/25\/carambar-was-serious-business\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"pascal iakovou\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.luxsure.fr\\\/en\\\/2013\\\/03\\\/25\\\/carambar-was-serious-business\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.luxsure.fr\\\/en\\\/2013\\\/03\\\/25\\\/carambar-was-serious-business\\\/\"},\"author\":{\"name\":\"pascal iakovou\",\"@id\":\"https:\\\/\\\/www.luxsure.fr\\\/#\\\/schema\\\/person\\\/e3e28d08083f4cbc258957c924e39423\"},\"headline\":\"Carambar was serious business!\",\"datePublished\":\"2013-03-25T15:46:46+00:00\",\"dateModified\":\"2026-03-11T21:06:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.luxsure.fr\\\/en\\\/2013\\\/03\\\/25\\\/carambar-was-serious-business\\\/\"},\"wordCount\":298,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.luxsure.fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.luxsure.fr\\\/en\\\/2013\\\/03\\\/25\\\/carambar-was-serious-business\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.luxsure.fr\\\/wp-content\\\/uploads\\\/2013\\\/03\\\/Nouveau-logo.png\",\"keywords\":[\"Carambar\"],\"articleSection\":[\"Culture\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.luxsure.fr\\\/en\\\/2013\\\/03\\\/25\\\/carambar-was-serious-business\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.luxsure.fr\\\/en\\\/2013\\\/03\\\/25\\\/carambar-was-serious-business\\\/\",\"url\":\"https:\\\/\\\/www.luxsure.fr\\\/en\\\/2013\\\/03\\\/25\\\/carambar-was-serious-business\\\/\",\"name\":\"Carambar was serious business! 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