Mikado Even If You Shouldn’t

Kraft is running an advertising campaign across seven countries in Europe, returning the French Mikado biscuit brand to the humour that turned it into a cult brand in France. The “The Photocopier” commercial, voted one of France’s 5 most popular TV-commercials in the past 40 years, created brand loyalty, complicity with consumers and new expectations in terms of the brand’s future communication. In the new saga, Mikado is repositioning itself in the impulse snack market, convincing younger consumers of how irresistible the snack is, for decades shown through the signature: “Your weakness will be your downfall”. The new tagline, “Mikado. Even if you shouldn’t”, is played out in scenarios where just holding the pencil-shaped snack has disastrous consequences.

Mikado Trek Bear

Click on the image below to play the Siberia video.

Click on the image below to play the Auction video.

Click on the image below to play the Trek video.

Mikado Credits

The Mikado campaign was developed at BETC Euro RSCG, Paris, by managers Valerie Frances Dhotel and Yolaine Proult, global creative director Stephane Xiberras, creative director Marie-Laure Billette, art director Agnes Cavard, assistant art director Gregory Ferembach, copywriter Valerie Chidlovsky, legal negotiator Aicha Fethoui, TV producer David Green, working with Kraft Mikado marketing team Chrystel Barranger, Alexandra Van de Wiele and Steven Saenen.

Filming was directed by Neil Harris via Quad Productions, Paris. Post production was done at WIZZ, Paris.

Music was produced at Kouz Production, Paris.