Launching After Eight in France

I was given the task of persuading our French colleagues to launch After Eight mints in France and, what’s more, to adapt and adopt the British TV campaign.

You remember the scenario? Upper class British dinner party. Everyone in evening clothes (tuxedos, black ties, long frocks, tiaras etc). Silver candelabra on a groaning table. Plum-in-mouth accents. Horsey laughter. After Eights being passed.

JWT at their most posh.

The French thought this quite impossible.

First of all, chocolate and mint together? Absurd.

Then, all those ridiculous clothes. Nobody in France goes to dinner dressed like that.

“Nor do they in England,” I responded. “It’s a… joke.”

Long pause…

“Why would anyone want to go to dinner dressed as a waiter?” they enquired.

Game. set and match.