Lindt takes its team “To the top” in the Pyrenees
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From chocolate to the mountain
The brief was clear: to reinforce Lindt’s positioning as a premium brand, but without falling into the usual trap. The answer? To translate the values of effort, perseverance and reward into a real, physical experience that could be lived in first person. And what better scenario than the mountain, where there are no shortcuts: either you climb or you don’t make it.
An experience designed as a brand journey
Far from being just a fun activity, “To the top” was structured as a customer journey applied to the event. The journey included stops with team dynamics linked to the brand values and experiential touchpoints in which Lindt was organically integrated.
Added value: from claim to muscle
What made the difference was not the format, but the background. "To the top" managed to turn an abstract claim - the pursuit of excellence - into a physical and emotional challenge. The message was not conveyed in inspirational phrases, but in the attendees' own experience: shared effort, real fatigue and genuine satisfaction in reaching the goal.
This transfer of the brand discourse to the body and memory is what gives the event a strategic value: when values are experienced, there is no need to explain them. They are remembered because they have been experienced.
Result: a metaphor that lives on
The impact was immediate - high engagement and an experience that participants described as unforgettable - but the most interesting thing is what came next. The "To the Top" concept has become a reusable corporate story, useful for internal communication and as a cultural reference within the organization.
And finally, the audiovisual coverage broadened the scope of the event, allowing the narrative to transcend far beyond the day on the mountain.
