“140 YEARS OF REAL EMOTIONS” - for Côte d’Or

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 of “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.