Côte d'Or goes Out of Africa

Since years, Côte d'Or wants to evoke the mythical world of cocoa origin, based in Africa. The TVC were based around dark chocolate and their strong icon, the elephant.
The set-up and idea of the activation is good. The 3 black man in traditional african clothing make enough noice on their djembe to be noticed. The jeep looks sportive and evokes African values. Good branding through look&feel, packshots, and flags. And the sampling has always been the best tool to sell your product.


The formula is expensive but proved its long term profitability to Coca Cola and Red Bull. The contacts are sometimes very low, like on these pictures. The cost / contact must be huge, but the conversion rate must be huge as well and remains.

By the way, interesting as well is the relaunch of their chocolate bars. They repositioned them as a snack by changing the traditional aluminium and paper foil into a closible plastic candy bar looking wrap.