Côte d’Or: 140 years of real emotions

Challenge: The number 1 chocolate brand Côte d’Or is suffering from competition (private label, newcomers,...) and churn of users. . How can we (re)connect with the Belgians and present the brand as part of Belgian cultural memory?

Idea: Starting from the equity brand positioning: “reveal what’s real” and the emotional benefit that chocolate awakens your senses and creates emotions, we launched the “Golden ticket” activation where people can win 140 real emotions.