French Chocolate Brand Releases Sexually Ambiguous Valentine's Packs

The illustrations across the packaging images and the aligning ads work together to set a scene using optical illusion

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


A French chocolate brand wants to highlight its aphrodisiac qualities, while reviving the love lives of couples across the country, with the release of some sexually ambiguous illustrations on its limited edition wrappers.

Released by Le Chocolat des Français and promoted through a campaign by TBWA\Paris, the company wants to bring back the romance for those couples who have fallen into a routine. It uses optical illusions that appear to be one thing you would expect to celebrate the country’s culture—but are discovered to be something a little saucier when the packaging is framed against the wider illustrations in the corresponding ad.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in