Chapitre D'ouvrage Année : 2025

Can a Creative, Arty and “Made in France” Advertising Campaign Help Sell Le Chocolat des Français Worldwide?

Véronique Boulocher-Passet
  • Fonction : Auteur
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Sabine Ruaud

Résumé

The case study, Le Chocolat des Français, presents the first national advertising campaigns of a French brand built around the Country of Origin (COO) branding strategy. Already present in some twenty countries internationally, the brand is distributed via a selective network of department stores, delicatessens, concept stores or museum boutiques. To increase brand awareness and sales abroad, the export team is looking into the possibility of using the already created national advertising campaigns in their foreign markets, thus using a standardized approach to their marketing communication. The case study will drive students to analyse the extent to which both advertising strategy and advertising execution can be standardized or should be localized. Students will reflect on how marketing communication is the more culture-bound element of the marketing mix, how culture strongly influences advertising, and how globalization of advertising is not as simple as it appears to be.

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Dates et versions

hal-05326888 , version 1 (22-10-2025)

Identifiants

  • HAL Id : hal-05326888 , version 1

Citer

Véronique Boulocher-Passet, Peter Daly, Sabine Ruaud. Can a Creative, Arty and “Made in France” Advertising Campaign Help Sell Le Chocolat des Français Worldwide?. Routledge. International Marketing in Practice – A Case Study Collection, Routledge, pp.94-98, 2025. ⟨hal-05326888⟩
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