Advertisements for a Candy Bar Reveal Unused Design Concepts That Didn't End Up on the Product's Packaging
The French chocolatier, Le Chocolat des Français, has unveiled a new campaign, created by TBWA\Paris, that humorously showcases the dual nature of France. Unlike previous campaigns, this one does not focus on urban issues such as trash, pollution, drunkenness, or labor strikes. Instead, it highlights the brand's candy bars keeping only the best of France.
The campaign, named "TBWA\Paris," aims to be fun and engaging, steering clear of images of bicycle baskets filled with baguettes or romantic espresso dates by the Seine. However, it does not ignore the country's famous associations, subtly incorporating elements of French culture into its advertisements.
Le Chocolat des Français is renowned for celebrating French heritage and creativity. This new campaign continues that tradition, emphasizing the brand's commitment to quality and authenticity. While visiting France may involve seeing billowing trash or encountering common urban issues, this campaign invites consumers to imagine a France that is unblemished, where the best of the country's culture and charm is preserved.
A notable collaboration between TBWA\Paris and Le Chocolat des Français was launched on March 8 for International Women's Day. This special edition featured chocolate blocks honoring exceptional French women, further demonstrating the brand's dedication to celebrating the best of France.
France is famous for its soul-elevating architecture, and while this campaign does not focus on it, the country's beauty is subtly represented. The campaign by Le Chocolat des Français is designed to remind consumers of the country's rich history and culture, while also emphasizing the brand's commitment to quality and authenticity.
In a country where regions may experience incessant labor strikes, this campaign provides a refreshing change of pace. It offers a humorous and engaging perspective on France, inviting consumers to imagine a France that is unblemished and filled with the best of the country's culture and charm.
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