The brand Le Chocolat des Français is famous all around the world for its illustrated, colorful and fun packagings. Each bar shows the best symbols of France, illustrated by an artist. The brief was to create and promote seven new “Le Chocolat des Français” bars. The objective was to seduce people visiting the shop and convince them to go back home with “Le Chocolat des Français” bars as a souvenir.

Create beautiful illustrations for the bars packaging that will work alone, but also fit with the illustrations of the visual that promote the bars in shop. Seven French illustrators, seven different styles with one common denominator: playful and gutsy treatment with a colorful palette, to create positive packaging that contrast with a negative background. The heart of the visual shows the bar with a positive cliché about France. When we look at the background all around the bar, we discover a negative cliché about France. In shop, once visitors are in front of the display, they can read the line “Only keep the best of France” written on the sticker. Then they can take directly the chocolate from the illustration to keep the best of France literally.

The main strategy was to seduce people by having self humour about french people and french culture. A lot of people has positive clichés in mind when they think about France. But the country also has a lot of funny defaults. All these positive and negative insights make the core of the campaign to invite people to "Only keep the best of France".

In the store, displays presented the seven illustrations and the seven new tabs. A sticker with the line “Only keep the best of France” invited the visitors to take the part of the visual with the best side of the country: the tab in the middle of the display.

The seven new bars have been sold in less than one week. The campaign also contributed to make the brand and its positioning even more famous and strong : a handmade crafted, fun and colorful brand, close to its target, with no fear to have self humour.