Carambar is a French candy bar, famous for the 'jokes' written on its wrapping-paper since 1969. The brand recently started to lose a bit of its iconic edge, so we decided to push the joke further. To remind an entire nation why they love Carambar: we conceived the first social-media-powered joke… to an entire country. We announced that Carambar was about to replace its famous jokes with school exercises. Obviously, it created uproar from the entire nation, which suddenly remembered why and how much they love Carambar – and how sad a world without fun will be. In a typical French manner, people that used to criticize the quality of the Carambar jokes were now petitioning like it was an endangered species… until we revealed #itwasajoke. In only 5 days, we created the most successful buzz campaign ever done in France, generating the equivalent of a full year of communication… without a penny invested. And it translated into record breaking sales, not only during the campaign, but for the entire year.