Dr Morepen, the over-the-counter (OTC) arm of the fast-moving health goods major Rs 430-crore Morepen Ltd, is now betting high on its health candy brand C-Candy. The company aims to take the sales of the brand launched early this year to Rs 10 crore by March 2003.
To achieve that target, Dr Morepen will for the first time invest in creating pull for the brand with the launch of its first-ever advertising campaign worth Rs 2 crore. While the bulk of the spend will be dedicated to the electronic media, part of it will also be spent on below-the-line activities. The television campaign (TVC), to be aired next month, will target kids and highlight the blend of taste and benefit of Vitamin C in the candy.
The brand has so far notched up sales of Rs 60 lakh per month. The company may also extend the candy to a new flavour such as black currant. Targeted at kids, and priced at 50 paise, C-Candy is already available in three flavours.
To reach out to its target audience—children— Dr Morepen is currently sponsoring the World Wide Entertainment (WWE) RAW tour of India. The company also organised a special store tour of Dr Morepen’s health and beauty retail store Lifespring for Test, the well-known wrestling superstar, last week. Dr Morepen also plans to launch a sales promotion campaign with WWE merchandise to spur the sales of C-Candy.
Apart from C-Candy, Dr Morepen has two more brands—Gol Goli (digestive candy) and 2 kool (throat drops)—in the confectionery category. The company plans to be present in the hard-boiled candy category with its niche positioning of candy filled with Vitamin C.
Dr Morepen’s total ad budget across all brands is Rs 20 crore and it hopes to clock in a sales turnover of Rs 40 crore by the financial year 2003.