CARAMBAR 2.0

TitleCARAMBAR 2.0
BrandCARAMBAR & CO
Product/ServiceCARAMBAR
Category A02. AR
Entrant FRED & FARID PARIS, FRANCE
Idea Creation FRED & FARID PARIS, FRANCE
Media Placement SNAP London, UNITED KINGDOM
Media Placement 2 KR WAVEMAKER Paris, FRANCE
Production MAKEMEPULSE Paris, FRANCE
Credits
Name Company Position
Fred & Farid Fred & Farid Chief creative officers
Olivier Lefebvre Fred & Farid Executive Creative Director
Julien-Pierre Mallet Fred & Farid Directeur de Création
Romain Touzé Yann Rougeron Fred & Farid Artistic Directors
Rafaël Berdugo Fred & Farid Copywriter
Anthony Bober Fred & Farid Head of social media and influence
Caroline Courtois Fred & Farid Creative Strategist
Nicolas Rajabaly Make Me Pulse CEO
Julien Rault Make Me Pulse Production Manager
François Cavalin Make Me Pulse Interactive Producer
Florentin Monteil Make Me Pulse Creative Developer

Background

Carambar is one of the most famous french candy in France. But after 50 years, Carambar needed some refresh to continue to engage with the young generation that is more and more digitalize. Carambar creates a brand experience everytime a sweet is unwrapped, by giving people a joke and a laugh. To celebrate the brand's 50th anniversary they wanted to reinvent and reinvigorate the way the brand connected experience and laughter with the product.

Describe the creative idea

CarambAR 2.0 a reinvention of a 50 year old brand experience heritage to reconnect and communicate with a young audience in a way they understand.

Describe the strategy

Our strategy was simple. Let's reinvent brand expeirence for Carambar by reinventing the way the brand's famous jokes are discovered and experienced. Let's also do it in a place where we know our targte audience hangs out. 80% of Gen Z in France are on Snapchat on a daily basis, and they're playing with AR. By printing Snapcodes on nearly 1B packs of Carambar we were able to create a connection between the audience and the product to launch an AR experience - a Carambar telling a joke in AR, thereby creating an immersive, engaging, authentic and highly sharable piece of branded content.

Describe the execution

"in France, almost a billion of snapcodes were printed on the Carambar packs you can shop from anywhere and snapcodes on the candy bar itself too ! We also created Snap Ads to swipe up and unlock the AR Jokes and relay the snapcode on several digital platforms to reach the digital nation

List the results

2min spent playing with the AR experience (benchmark : 15sec) 9% share rate of the lens (benchmar : 2-4%) +6% weekly sales during the campaign (usual market average 0,5%)