Product/ServiceAIR FRANCE
Category B02. Promotional Item Design
Entrant BETC Paris, FRANCE
Idea Creation BETC Paris, FRANCE
Production RITA FILMS Paris, FRANCE
Production 2 GUM Paris, FRANCE
Name Company Position
Rémi Babinet BETC Chief Creative Officer
Ivan Beczkowski BETC Executive Creative Director
Jasmine Loignon BETC Executive Creative Director
Marie-Eve Schoettl BETC Creative Director
David Soussan BETC Creative Director
Chloé Perignon BETC Art Director
Nathan Brunstein BETC Art Director
Chrystel Jung BETC Copywriter
Céline Mazza BETC Strategic Planning
Flaminguettes NA Director
Yannis Cullaz Rita Producer
Bertille Toledano, Tiphaine Du-Plessis, Brune FaiIlliot-Clémence Korber-Romain D BETC Agency Management
Caroline Fontane, Mélanie Guillain Air France Brand Management

The Campaign

Many passengers suffer from pain in their ears during take off and landing because of pressure variations. To restore the pressure, you only have to chew! That’s why we decided to create the “La gomme à mâcher” by Air France, the first “à la française” chewing gum for take off and landing. La gomme à mâcher tastes like France, with two flavours inspired by iconic French desserts: Macaron pistache and Crème brûlée. It is produced in France with 100% natural gum. When you travel with Air France, you already have an “avant-goût” of France. The Gomme à mâcher operation is the perfect example of this.

Creative Execution

First we had to create the product, from research on the flavours to the packaging design. We also identified the right partners to create a 100% natural gum that is produced in France. We added a little paper in every pack to get the customer to stay clean and chic to throw their gum away. Then La gomme à mâcher was distributed in selected flights and at Air France lounges. It was also sold on Airfanceshopping and at the famous Colette shop in Paris. The media campaign supported the launch to create awareness around the product to a larger audience, with a film displayed online and all its shorter versions on social media to optimize the use of every social media platform.

Indication of how successful the outcome was in the market

70 000 Gomme à mâcher packs were produced More than 25 million media impressions and 6 million views of the launch video Extensive press coverage in France and abroad in both trade and travel press. (Business insider, Lonelyplanet, Lefigaro, Marie Claire…)

In the airline market where competition is always tough, our brand positioning “France is in the air” is essential to consolidate Air France’s difference and create brand preference. Through customer experience we were able to identify areas of tension for passengers and ease them with little things that highlight the quality of the Air France service. In this campaign we focused on take off and landing, a real moment of tension for a lot of passengers.