Pour un monde plus rose !

Daddy partnered with Passing-Shot to relaunch its brand platform and reconnect with a broad audience.

Context

Daddy, a leading French sugar brand, returns to mass communication with a renewed ambition:

reaffirm its role in everyday family moments while supporting its product and packaging transformation.

The challenge was to create a platform that is:

• emotionally engaging

• culturally relevant

• consistent with its cooperative and responsible roots

Idea

Sharing is the sweetest pleasure.

A simple, universal idea rooted in real life moments, where baking, transmission and joy bring generations together.

The return of the signature “Pour un monde plus rose !” reinforces a warm, optimistic and timeless brand territory.

Brand Commitments

Beyond storytelling, the campaign highlights key brand commitments:

• Reduced plastic packaging for over 10 years

• Sugar grown, processed and packaged in France