Le Chocolat des Françaises
Le Chocolat des Français
TBWA\Paris
The Challenge
Le Chocolat des Français loves making beautifully illustrated packaging for their chocolate bars with lots of French symbols: monuments, gastronomy, great men… But hardly any women. Why is that? Because most of French history was written by men, who often forgot to remember the great women.
The Solution
On International Women’s Day, Le Chocolat des Français decided to give the great forgotten women of French history the spotlight they deserve, by creating a collection dedicated to them: Chocolat des Françaises. To make amends for the lack of women on its bars, the brand decided to go all in by putting the spotlight on 4 forgotten women who were unfairly deprived of their creation, discovery or fame.
A collection of bars with interactive packaging was made. When the 4 portraits represented on the packaging were scanned on Snapchat, buyers could uncover 4 animated films in which these exceptional women tell their stories.
The Results
10,000 bars were sold in under a week. The films were played more than 50,000 times on Snapchat, the equivalent of around 27,000 minutes of playback. Google searches for the names of our four pioneers increased drastically on Google (multiplied by 653 for Olympe de Gouges, by 1034 for Alice Guy, by 748 for Marthe Gautier, by 873 for Sophie Germain)
