“Le Grain”: art, dance and emotion in the new Carte Noire campaign

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Carte Noire, a symbol of the art of French coffee and part of our Group since 2016, changes the brand’s communication language with a new advertising campaign: “Le Grain”. Two compelling subjects interweave the intense aroma of coffee and intense emotions in a blend of painting, dance and fashion.

The new campaign shows how a small gesture, like enjoying a cup of delicious coffee, can trigger great changes and achievements. Create, succeed, stand out: Carte Noire becomes a source of inspiration for every new venture. Because sometimes achieving great things starts with small gestures, like enjoying a cup of coffee.

Based on the concept of a painting, each scene represents an intense moment and each character embodies the soul of the brand renowned for premium quality coffee for over 40 years.

“For this communication platform, we based ourselves on what makes Carte Noire unique: its quality and expertise in the coffee business, starting with the raw material but also including all its sensory qualities, staged in an emotional and artistic universe. This approach propels Carte Noire into a new era in which bold creativity gives the brand a new boost” – Yann Chardenoux, Carte Noire Communication Manager.