Le Chocolat des Français has mostly represented historical men on its bars, as French history books were written by men and mention very few great women. The brand wanted to change this by striking a symbolically on International Women's Rights Day. The aim was not only to sell as many bars as possible, but also to publicize the names of 4 great women who had been forgotten in French history.

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. To achieve this, the brand created a collection of bars with interactive packaging. By flashing the 4 portraits represented on the packaging via Snapchat, buyers could discover 4 animated films in which these exceptional women tell their stories. The aim was to give these women the recognition they deserved, not only with the brand's regular customers, but also with the general public via the campaign's media exposure.

The first target is the brand's consumer but, thanks to its media clout, the brand knew that by dedicating an entire collection to these four mysterious ladies on International Women's Rights Day, other media would in turn talk about them and popularize their name. In other words, by turning its bars into media, the brand was betting that other media would talk about them. The increase in Google searches for our four pioneers attests to this strategy’s efficiency. (multiplied by 653 for Olympe de Gouges, by 1034 for Alice Guy, by 748 for Marthe Gautier, by 873 for Sophie Germain).

The campaign kicked off a week before International Women's Rights Day on March 8 (late February-early March launch). The 10,000 flashable bars were available on the website and in the Le Chocolat des Français shop. They sold out after just one week.

They were publicized through sponsored media and a major PR and influencer campaign. Over 50,000 views of the augmented reality films were recorded via Snapchat. Job done.

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).