For the launch of two new Folie flavors, we created a colorful, playful activation, inspired by Tik-Tok challenges. Popa Challenge is an original music and dance video clip, featuring popular TikTokers/YouTubers Fraoules22 and glorifying gamification of consumption through popping of croissant confections. The video went viral in an instant with minimum media, the first community for the brand on Tik-Tok was created and sales for the new products were launched immediately. That’s how we reintroduced an iconic -yet forgotten- brand to young audiences and created enormous brand awareness on a very small budget.