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Carte Noire Experience

Carte Noire

Issue 22 | March 2012

Background

For 20 years, the brand strategy for the French coffee Carte Noire had been to talk about desire. But to win a new, younger audience the positioning needed to be radically changed.

What is the most precious commodity to today’s youth? Time.

Carte Noire set out to breathe life into this new strategy, to give young people the time to live stronger.

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