KICKCANCER AND AIR LAUNCH THE SWEET COALITION

That’s the surprising message that a dozen snack brands posted on their social media this week. They later clarified that this request only applies to March 15, the date of Éclair Day 2025. On that day, every éclair sold in one of the 500 participating bakeries will help KickCancer fund pediatric cancer research. To support this initiative, brands that are normally competitors have come together around a common message: “Don’t eat our snacks. On March 15, the only snack is an éclair against cancer.”

KickCancer and Air have named this alliance of brands “The Sweet Coalition.” This year, 10 brands have joined the coalition: Maison Dandoy, Meurisse, Nescafé Dolce Gusto, Nats Rawline, Delisweet Cakes, Generous, Rob The Gourmet’s Market, Fiordifrutta, FrOui, La Laitière, KitKat and Lilalou. KickCancer and Air are determined to grow the coalition year after year—so that there is as much research on cancer as there is cream in an éclair! Because children deserve the crème de la crème of treatments.

So, on March 15, for your snack, forget about chocolate, biscuits, chocolate mousse, cakes, jam crêpes, cookies, and all the other snacks you might be thinking of. On March 15, the only snack you can eat is an éclair against cancer.

This new campaign is part of a bigger story. Air has always been committed to using its expertise to support NGOs. Today, Air is working on structuring this support to make it as impactful as possible and to truly be a force for good. In this context, the agency is experimenting with a three-pillar approach that has already proven effective with BelRefugees and continues to show promising results.

The first pillar is a “Lunch & Learn” session, where the agency had the chance to meet Delphine Heenen, founder of KickCancer, and learn more about her important and necessary fight. The second pillar is direct support “on the ground”—the agency formed a team, raised funds, and participated in the iconic RunToKick. An emotional and inspiring moment that only strengthened their motivation for the third pillar. The third pillar is where Air steps onto its home turf: communication. The “Sweet Coalition” is the first result of this third pillar—a pillar that, Air hopes, has a bright future ahead. Because today, Delphine’s fight is also a little bit ours.

After the effort of RunToKick, Air will enjoy the comfort of Éclair Day. On Saturday, March 15, Air will take its second “on-the-ground” action by visiting one of the 500 participating bakeries, which you can find here: https://kickcancer.org/bakeries-list?locale=en.

Credits

Client : Kick Cancer ​
​Contacts : Delphine Heenen, Nathalie De Clercq ​
​Agency : Air ​ ​ ​ ​
​Creative Director : Creative Council ​
​Creatives : Marie Paris, Anouk Lemm ​
​Strategic Director : Michelle Defooz ​ ​ ​ ​ ​
​Client Manager : Georgia Vandenberghen, Emma Abrassart, Julie Demoulin ​
​Designer : Christophe Liekens, Boris Delire, Gabrielle Dumont ​
​Special thanks to : Maison Dandoy, Meurisse, Café Dolce Gusto, Nats Rawline, Delisweet Cakes, Generous, Rob The Gourmet’s Market, Fiordifrutta, FrOui, Lilalou, La Laitière et KitKat