Le Chocolat des Français is a brand known for its illustrated and creative packaging. For Valentine's Day 2022, the brand created chocolate using ginger, renowned as an aphrodisiac. Ideal to reawaken the libido of couples who have fallen into routine.

The brief was simple: create packaging and a campaign that’s colourful, fun and sexy. Problem was, every time the brand has created daring packaging for Valentine's Day, the algorithms of Facebook and Instagram have suspended the posts, because they were deemed too sexy for their policy. Which automatically lowered online sales. So how to promote naughty packaging on social networks without being censored?

Cheat the innocence of social media algorithms.

We cheated the innocence of social media algorithms.

To promote this new and very hot ginger chocolate, we created 5 original pack designs.

Each pack represents a sexual ambiguity created with everyday objects. Included within an everyday scene of a couple who have fallen into routine. And accompanied by the claim “Spice up your Valentine’s Day.” Illustrations where only the human eye can see the ambiguity.

The algorithms saw nothing unusual. First success, the posts the promote the tabs remained online throughout the campaign, without ever being censored. Better yet, our packaging benefited from wide media exposure, both nationally and abroad, by reaching both traditional media and influencers.

Second success, online sales exploded! All blocks of chocolate were out of stock within 5 days.