La Vosgienne’s campaign “Still the best way to enjoy nature.” repositions the brand by juxtaposing the harsh realities of nature with the comforting sweetness of its pine sap candies. The core brand proposition highlights that while nature can be unpredictable and sometimes unforgiving, La Vosgienne offers a simple, sweet, and reliable pleasure—symbolized by its iconic pine drops preserved in vintage tins. This contrast serves to reinforce the product’s enduring appeal as a small but genuine respite amid the rawness of natural experiences.
Strategically, the campaign taps into a cultural insight regarding the idealization of nature, particularly prevalent on social media where outdoor escapades are often romanticized. La Vosgienne challenges this sanitized portrayal by presenting nature’s unpredictable side through a trilogy of brief, humorous films lasting around 10 seconds each. This creative approach caters to a newer, younger target audience—nature enthusiasts and adventure seekers who value authenticity and recognize both the freedom and challenges of outdoor life. By employing offbeat humor and brevity, the campaign maintains a connection to La Vosgienne’s heritage from its 1990s cult campaigns while refreshing the brand’s tone for modern consumers. The films’ quick and witty format leverages the brevity favored in digital media consumption, aiming to engage viewers with a smile and subtle brand recall. Overall, the campaign situates La Vosgienne as a relatable companion for genuine nature experiences, blending the brand’s nostalgic identity with contemporary cultural attitudes toward adventure and environment.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign most closely fits the "Show the Problem" format. The core of the campaign is to juxtapose the romanticized social media vision of nature with the often harsh reality: "Nature: beautiful but also sometimes cruel." In each of the three short, humorous films, unpredictable or rough aspects of real-life nature are briefly illustrated—presenting the problem—before La Vosgienne appears as the comforting alternative, essentially showing that enjoying nature via the sweet is preferable (or at least reliably pleasant). The 10-second structure delivers a quick setup of the problem (nature’s unpredictability), then positions the product as the solution, without relying on elaborate narrative arcs, symbolism, endorsements, or parody.
1. Carambar – Positioned as a playful and nostalgic confectionery brand in France, Carambar emphasizes fun and humor with its iconic caramel sticks and quirky jokes, targeting families and children. It leverages its long heritage to create emotional connections through engaging campaigns and product innovations that combine taste with entertainment.
2. Ricola – Known for its herbal throat drops, Ricola positions itself as a natural, Swiss-origin wellness confectionery brand that combines traditional herbal recipes with effective soothing benefits. Its emphasis on natural ingredients and health benefits differentiates it in the candy and throat-drop segment, appealing to health-conscious consumers.
3. La Pie Qui Chante – This classic French candy brand is positioned around tradition and craftsmanship, offering a wide range of nostalgic sweets including fruit drops and hard candies. Its strategic angle centers on heritage and authenticity, targeting consumers seeking familiar, high-quality confectionery products from a trusted source.
4. Vivident (Perfetti Van Melle) – Vivident is positioned as a refreshing chewing gum brand focusing on innovation in flavor and lasting freshness. It appeals to young, dynamic consumers who value convenience and oral care benefits in a fun and modern format, merging confectionery with functional gum benefits.
5. Haribo – An internationally dominant confectionery brand, Haribo leverages its broad portfolio of chewy candies and gummy bears to appeal across generations. Its market positioning is built on joyful, colorful, and playful product experiences, strong global brand recognition, and consistent quality, making it the go-to for playful and varied confectionery treats.
Q: What is Still the best way to enjoy nature. about?
A: Still the best way to enjoy nature. is a 2022 campaign for La Vosgienne, the iconic French pine drops brand, created by Ogilvy Paris for the French confectionery and snacks market. The campaign consists of three short, humorous films that reposition La Vosgienne by contrasting the often idealized vision of nature with its unpredictable and sometimes harsh realities. Each film, lasting around 10 seconds, uses offbeat humor to highlight that while nature can be rough, the sweet comfort of La Vosgienne pine drops remains a reliable pleasure. The campaign draws on the brand’s heritage while targeting a new generation of adventure-seeking consumers.
Q: What creative device does Still the best way to enjoy nature. use?
A: Still the best way to enjoy nature. employs the Show the Problem format, as classified by Clapboard’s 12-format taxonomy. This creative approach sets up a relatable problem—in this case, the unpredictable and sometimes unforgiving side of real-life nature—before presenting La Vosgienne’s pine drops as the comforting solution. Each film delivers a quick, humorous scenario illustrating nature’s challenges, then positions the product as the preferable alternative. The concise 10-second structure aligns with digital media consumption habits, ensuring the message is delivered with impact and clarity.
Q: What is the campaign proposition for Still the best way to enjoy nature.?
A: The campaign proposition for Still the best way to enjoy nature. is that La Vosgienne offers a simple, sweet, and reliable pleasure amid the unpredictable realities of nature. By juxtaposing the harshness of authentic outdoor experiences with the comforting sweetness of its pine sap candies, the brand addresses a younger, adventure-oriented audience seeking authenticity. This positioning matters in the confectionery market, where La Vosgienne leverages its nostalgic identity and vintage tin packaging to stand out as a genuine companion for those who appreciate both the beauty and challenges of nature.
Q: How does Still the best way to enjoy nature. rank in Clapboard's archive?
A: Still the best way to enjoy nature. holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in La Vosgienne's category?
A: In the French confectionery and snacks category, La Vosgienne competes with brands such as Carambar, known for its playful caramel sticks and humor-driven positioning targeting families and children; Ricola, which emphasizes Swiss heritage and natural wellness benefits in its herbal drops; La Pie Qui Chante, a classic brand focused on tradition and craftsmanship for consumers seeking authenticity; Vivident, offering innovative, refreshing gum for young, dynamic audiences; and Haribo, which leverages a broad portfolio of playful, colorful candies to appeal across generations with strong global recognition.
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