This is a pro-active campaign created by the collective LesGonz.com based in Paris. The Carambar sweets have been following all of us since childhood. We are now adults, but some of us still buy a packet or two, ignoring the childish designs on the wrappers, and still laughing at the stupid jokes inside the wrappers.
From this observation came the idea of creating a adults only limited edition for the famous sweets for Valentine's day. We decide for this special occasion to create a sexy Carambar... including a sexy package and corny jokes.... for adults only!
We printed the wrappers ourselves and packadged the whole thing as an obvious Valentine's gift before delivering it to Carambar's marketing director.