From the very beginning, we worked with Twilio and Charles and Louis-Marie Lorin on the strategy, focusing on one central question: what topic should we tackle? We ultimately chose the “pain au chocolat”—a semantic dispute that has divided France for generations. The Lorin brothers then proposed mapping out the boundary: their voice agent, Brigitte—built on Twilio Programmable Voice—called 6,592 bakeries to trace the “Chocolatine Line,” bakery by bakery.
The launch was supported by an embargoed press release, distributed on the day of SIGNAL Paris, where the Lorin brothers took the stage to present their approach. We sent it to a wide range of media outlets—including business, tech, and marketing and communications publications, as well as television, radio, and regional daily newspapers—to bring the discussion to wherever it is taking place.
To make a lasting impression, we paired it with a format rarely seen in the B2B sector: an exclusive, in-person delivery to ten journalists. Each received a Twilio box containing an XXL pain au chocolat signed by pastry chef Philippe Conticini, along with other thoughtful gifts. At the same time, a video of the Lorin brothers sharing this pain au chocolat on a café terrace was posted on LinkedIn two days before SIGNAL Paris to spark conversation on social media.