Celebrating 65 years with a brand experience rooted in heritage.
Guylian
Web Design
The Challenge
How do you celebrate a major anniversary without sounding like everyone else? For its 65th year, Guylian needed to stand out. The goal was to move beyond standard chocolate marketing tropes and create a celebration that felt authentic to the brand's unique story.
The Insight
The most powerful stories come from a brand's origin. Guylian is famous for its Original Chocolate Seashells, inspired by the Belgian coast. We decided to celebrate not just with a message, but with an experience that physically connected the brand to its inspiration.
Our Move
We created a brand experience that was simple, ownable, and participatory. To mark 65 years, we organized a 65-kilometer bike ride along the entire Belgian coastline, from De Panne to Knokke-Heist.
Along the route, the team surprised residents and tourists in six coastal towns with samples of Guylian's Seashells. This activation directly linked the product's iconic shape to its source of inspiration, creating memorable moments instead of just running ads.
Slim werk
