2 points Carambar case study: Carambar is a French brand of chewy caramel candies. It has been popular in France for more than 40 years for its association with "Carambar jokes". Each candy stick is wrapped in paper on which is printed one joke. Over the years, these jokes have become strony linked with the brand and one of the distinctive features of consuming a Carambar. However, typical consumers of Carambar do not only appreciate the "Carambar jokes, but also appreciate the authentic and unequaled taste of the candy bar, due to the high quality ingredients the company use it is melty, tender, smooth and intense. Carambar is considered as a subtle shot of indulgent that put a smile on every face To revitalize the brand with its key audiences, agency Fred & Farid developed an astute campaign aimed at leveraging the popularity of the jokes and the power of interactions in social media. On 21 March, 2017, the agency sent a press kit to key influencer's, announcing that the company wbuld replace its traditional jokes with mathys exercises and other similar quizzes for school children. In less than 48 hours, all major media outlets in France were covering the story and the brand decision generated intense debate in social media. Seventeen petitions were created to ask the brand to revert to its original jokes and abandon its new policy. On March 25, the company revealed, by means of a video on social media, that the story itself was a jokel Of course, the announcement generated additional publicity for the company, and reminded all consumers of the importance of the association between the company and its jokes. The campaign, run with virtually no financial costs, generated significant impacts in terms of brand awareness and brand preference, In only five days the brand had been mentioned 950 times on different media and generated 55.000 tweets. In spring 2015, the brand regained popularity with significant sales increase compared to its key competitors. What type of communication channels was used by agency Fred & Farid on March 21, 2017 to promote Carambar? What type of communication channels was used by agency Fred & Farid on March 21, 2017 to promote Carambar? Non personal communication channel Indirect communication channel Personal communication channel Social communication channel Click Save and Submit to save and submit. Click Save All Answers to save all answers, In the case study Carambar above, Caramba is most likely positioning it brand on basic product attributes short-term benefits strong beliefs and values self-image enhancement service variability