French Bee
Launching a French Brand Unknown in Québec
Client:
French Bee
Type:
Campaign
SECTOR:
Travel
A Cultural Wink Turned into a Creative Platform
Frenchbee entered the Québec market with no brand awareness and no established reference points — but with a clear mission: carve out space in a highly competitive industry. To succeed, we needed more than a campaign; we needed a platform rooted in local culture, one that could elevate every message. The insight was cultural: when people think of the French, they think of their frequent use of the expression “du coup.” Rather than ignoring this cliché, we embraced it.
The expression became the foundation of a simple, flexible creative platform: “Du coup à moindre coût.” A memorable play on words linking France, low cost, and the obviousness of choosing Frenchbee. The concept was then adapted for different audiences (business, tourism, fashion, and more). Whatever the angle, “du coup” always found its place. Results: An omnichannel campaign that not only launched Frenchbee in Québec but also laid the groundwork for a long-lasting brand language capable of evolving with all future marketing initiatives.
