CHANEL
The Ask: Chanel wants their first partnership deal - who could they collaborate with to bolster their trailblazing reputation and differentiate themselves from other fashion house partnerships?
The Insight: Coco Chanel and chocolate. Pillars of French culture, but both with dark pasts.
The Idea: Introducing Cocoa Chanel. Chanel will proudly partner with À la Mère de Famille, the oldest chocolatier in Paris and a champion for ethically-sourced ingredients. A portion of proceeds from Chanel’s partnership with À la Mère de Famille will go to The World Cocoa Foundation, in recognition of Chanel and the chocolate industry, continuing to move forward towards a better future for all.
COCOA CHANEL
CHOCOLATE BAR
In collaboration with À la Mère de Famille, Chanel will launch a special edition, Chanel-branded chocolate bar.
OOH
Placed outside of Chanel stores, luxury fashion malls, and urban areas.
SOCIAL
PERFUME LINE
Chanel, in collaboration with À la Mère de Famille, will create a new fragrance inspired by chocolate aromatic notes.
IN-STORE ACTIVATION
À la Mère de Famille will open up a chocolate cafe in select Chanel stores and showcase their artisan chocolate making skills alongside Chanel artisans creating the iconic Chanel handbags.
The Willy Wonka to my Oompa Loompa (AD): Kaya Rivera
