I have been asked by Carlos Henrique Vilela, Brazilian planner, what my favourite campaign is. You can find my answer below.

My favourite campaign it is a French one from the mid 90’s for Kiss Cool (Cadbury).
You can read about the campaign and see some ads here. (In French)

I have tried very hard to look for the best campaign with a great strategy and a great execution and then I though it maybe wasn’t a perfect way to find one. I digged in my personal memories and remembered this campaign I loved as a teenager. I may be trusting my guts than my brain here but it feels like the right thing to do!

Although the brand just died this year, this is the typical example of a brand built mainly by communication. No only the ads were funny but they entered popular culture in a very deep way in a time where the Internet wasn’t really developed. Some people are still using the tag line from the campaign: “Kisscool, c’est frais mais c’est pas grave”.

This is for me what good advertising should tend to be: a brilliant piece of content tapping into common references.

I guess they will have the opportunity to relaunch the brand in a little while a la Wispa, an other Cadbury brand…