We decided to revolutionize the traditional targeting strategy for candies and decided to come up with the first candy campaign to be exclusively dedicated to parents. Introducing: Carambar, the joking candy, now for Adults. If there’s one thing that makes adults laugh, it’s sex jokes!

This is why in 2016, Carambar launched…the Carambar for adults, with jokes only suitable for people aged 18 and over, that children can’t understand!

For a 2 months period, all packs in France were changed and more that 14 millions black wrapped Carambar were inserted for adults to buy and find them. We launched the campaign in an exclusive strip club to announce the big news.

This nationwide campaign took over France and became a social phenomenon since the adult product could be find in every store the brand was distributed in (More than 10 000 points of sale). On top, we displayed contextualized jokes in the French Metro and on famous places such as La Defense.

But it’s not enough. On social media we launched a movie, and during one month, at night time, the community manager did not share traditional jokes as per usual, but shares adults jokes with a specific rule: the more the community is engaged, the hotter it gets.

The pack became « collector » and sold out in most of the point of sales. Fans on social media asked for retail stores with products to be found.

The film launched on social media reached 3 millions views within the first 72h, and 81,5 million people have been touched during the campaign (40 millions on Social media and 40 millions thanks contextualized digital display).

The whole French press, and most of TV and radio shows spoke about the unexpected Carambar for Adults campaign.

On social media, Carambar earned 25000 fans on the Facebook page and 5000 followers and the campaign reach 100 million media impresions.

But above all of this, the French population have rediscovered why they love Carambar, because in the end, we’re all just grown-up kids.

We’ve launched a campaign addressing for the first time a new target audience, on a traditional category market: Candies. We did not speak to the kids as we did by the past and as we should have to, but to those who do not tell the peers they love candies : the adults. All this campaign was led by PR.

98% per cent of the French population (from kids under 18 to adults) have tried at least once a Carambar in their life, and 50% of them buy it for the joke inside the wrapper.

The same kids grow up, become adults and still buy Carambar for its uniqueness: the jokes.

However, the jokes remain the ones for kids. This needed to be changed.

A brand new limited edition with specific pack, and specific Carambar “for adults only” were inserted and remarked by their black wrapper.

Carambar for adults, it’s on, its new and it’s now in your stores.

The joking candy is on market since 1969, with a mission: have the whole French population laugh at its jokes. All adults know Carambar from their childhood, especially for the jokes. And most of the jokes are part of national culture.

This year, Carambar asked for a campaign to drive massive sales around April.

The objective remains the same year after year: to come up with a joke that will entertain the French population so much that it will provoke higher sales during the communication period.