A Sweet Marketing Campaign Gone Viral

by: Marc

Today I just wanted to share with you a little bit about the latest French breaking news about a famous candy manufacturer, Carambar. Carambar is a well-known French brand selling caramel candies however the company is famous especially for the childish jokes that are printed on the wrapping paper.

Let me tell you more about that recent story:

On March 21st, the company announced it was to cease printing jokes and would instead provide lame or childish educational facts on the inside wrapper. That statement was a ‘shock’ for the population. A couple of hours later, thousands of people, including celebrities and even politicians, started to tweet about the announcement and by the end of the day, it was revealed to the whole country through the breaking news. Immediately, Carambar’s Facebook and Twitter pages had been filled with complaining comments from people who were really disappointed to no longer read jokes in their candies.

Finally, on March 23rd, the company revealed that it was… a Carambar joke. Yeah! That’s right.

My point here is that I wanted to share with you the impact that ‘word of mouth’ can have on your company. This is something you have no control over. Indeed, even though Carambar’s team released what we could call a ‘fake’ announcement and planned the whole campaign, they did not think that it could actually have such an impact on the French population.

Unfortunately, the story does not tell us if that ‘fake’ announcement boosted their sales but we do know for sure their brand has been quoted more than it has ever been for the past few years.

If you want to know more about this sensational story, check their YouTube video explaining all about their ‘joke’. Unfortunately it is a French Video, but I am sure that French-speaking fellows are following us too.