CÔTE D'OR ASSERTS ITS "STRENGTH OF CHARACTER" WITH A NEW BRAND PLATFORM
Côte d'Or unveils its new brand platform in France : "Force de Caractère". A collaboration between Ogilvy Paris, Ogilvy Social.Lab Brussels and Hogarth Paris, this brand platform represents a pivotal moment for Côte d'Or and aims to reinforce its position as an iconic and distinctive brand in the chocolate category under the Mondelēz umbrella.
Inspired by the daring life of Charles Neuhaus, the brand's founder, who sailed to the Côte d'Or in search of the most intense and aromatic cocoa beans, the new platform invites us to step out of our comfort zone, to dare the great sensory or real journey towards our deepest aspirations, despite the looks from others and our own vulnerability. It's a quest for authenticity.
Benjamin Bregeault, Executive Creative Director at Ogilvy Paris, says : ""Strength of character" is a very rich territory. It's in all of us and each of us relies on it throughout our lives. Whether it's walking through the door of a new job, talking to your future partner in a café or leaving everything behind to become the person you've always dreamed of being, strength of character is a driving force in our never-ending search for authenticity and affirmation of our uniqueness. The parallel with the reality of the product is a powerful one, because Côte d'Or is made from cocoa beans with an intense, distinctive flavor that sets it apart from the rest."
Anne Galavielle, Côte d'Or Mondelēz Europe Marketing Director, expresses her excitement about this collaboration : "Within Mondelēz International, Côte d'Or has always been committed to offering a gourmet, intense and unique taste experience around its chocolate. The "Force de Caractère" brand platform reflects our commitment to the quality of our recipes, and our ambition to stand out in the chocolate category. We are delighted to be partnering with Ogilvy Social.Lab Brussels, Ogilvy Paris and Hogarth Paris on this fantastic venture, and we can't wait for our consumers to discover this new era in the Côte d'Or story, one of indulgence, character and authenticity."
The global campaign rolls out in France end of December 2024 on TV and on digital from 2 January 2025.