When Vandals Targeted His Campaign, This CMO Went Guerilla

CMO Romain Jolivet on his move from Danone and the challenges of marketing a plant-based product

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Various brands across the plant-based meat sector have stirred up controversy with their marketing in hopes of generating debate and making consumers think hard about their diets and the benefits of cutting out animal meat.

However, one such brand became more controversial than it expected, despite aiming to highlight how its products could bring cultures together.

French company La Vie (Life), which produces vegan bacon and fully embraces the color pink across its communications, has a brand mission to make people choose to switch from animal to vegetable fat.



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