Using the Times’, we talked about French film in a credible way convincing consumers of Carte Noire’s French authenticity and heritage.

We created a relevant and engaging dialogue amongst consumers which re-connected Carte Noire with it’s French roots.

The campaign was launched with a full colour supplement – “100 Best French Films” – celebrating France’s long and respected cinema history.

We reconnected Carte Noire with it’s French heritage and dramatically altered consumer perception of the brand.We increased belief in Carte Noire’s provenance by 37% which increased consideration of the brand by 42% and ultimately halted sales decline.