Côte d’Or x Biscoff

Client
Côte d’Or x Biscoff
Services
Brand & sales activation
Sector
Food & FMCG
Award
Effie Timely Opportunity
Côte d’Or x Biscoff logos on red

The challenge

Unity is strength: uniting two Belgian icons

Côte d’Or is Belgium’s #1 chocolate brand. But with sky-high cocoa prices and private label copycats on the rise, how can it reach 80% penetration by 2030 and win over a younger audience in the “treat & indulge” moment?

The task: launch an innovation that grows both the core and the younger growth target, and turn a commercial product launch into a national news story.

Côte d’Or x Biscoff milk and white chocolate bars on cracked chocolate

The idea

Starting from the Belgian motto “Unity is strength,” we united the #1 chocolate brand with the #1 biscuit brand: Côte d’Or x Biscoff, in milk and white. To announce the reunion of two Belgian icons, a herd of elephant statues marched from the birthplace of Côte d’Or to the birthplace of Biscoff. Cryptic alerts to journalists and a mysterious @elephantsinbelgium account built the teasing along the way. When the elephants arrived, the global CEOs of both brands revealed the collaboration at a press conference. A TV, digital and in-store campaign followed.

  1. PR stunt – elephants
  2. Key visual
  3. PR launch with 2 CEO’s
  4. Sampling POS
  5. OOH – MOF
  6. Instore promotion
Phone screens with people finding the elephant statues in Belgian cities
In-store display with a chocolate elephant: “Eindelijk samen”
Côte d’Or x Biscoff poster in a bus shelter at dusk

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