CRIC

Alpenliebe's fruit candy promises to bring hearts closer, but with a splash of ‘shararat’

The TVC has been created by McCann, New Delhi

e4m by exchange4media Staff
Updated: Sep 5, 2020 8:31 AM
alphenlbe

Confectionery brand Alpenliebe recently announced its extension into the fruit candy segment with the launch of Alpenliebe JuiCyfills.

Commenting on the new extension, Rajesh Ramakrishnan – Managing Director, Perfetti Van Melle India said, “We take immense pride that Alpenliebe has delighted Indian consumers for over 25 years with its innovative offerings and heart-warming campaigns. We believe this offering will continue our mantra of bringing innovative, enjoyable products to the Indian consumer. We are excited to enter into the fruit candy segment that will offer consumers a differentiated juicy experience like never before.”

The new launch would be supported by a TVC which builds on the brand promise of ‘bringing hearts closer’, but with a splash of ‘shararat’ (mischief). The TVC showcases a kid who relishes the fruity blast of the new Alpenlibe JuiCyfills and is suddenly hit by an idea to bring his bickering grandparents together. Bolstered with the fruity mischief the kid plays a prank that lands his grandparents in a sweet moment of reconciliation.

Commenting on the new product and TVC, Rohit Kapoor - Director Marketing, Perfetti Van Melle India said, “With this launch, Alpenliebe enters the fruit candy segment and unlocks a huge growth opportunity for the brand. Alpenliebe JuiCyfills is an unique liquid filled candy with fruit juice content and Vitamin C. In these testing times, Vitamin C has increased importance since it helps build immunity. As a brand, Alpenliebe has always focused on bringing hearts together and adding moments of togetherness around everyday gestures among families. The product’s fruitiness lends a sense of mischief which has been integrated with the brand purpose in the TVC. The launch would be supported with a 360 degree campaign across traditional, digital mediums ,sampling and modern trade activation.”

Speaking on the TVC, Kapil Batra, ECD and Creative Head, McCann - New Delhi, said “Alpenliebe, has always been about fun and family. So, for creating communication for Juicyfills, the latest offering from Alpenliebe, we were looking something that’s consistent with the brand personality but yet unique. And that’s how we landed on ‘shararat ka phal meetha bhi hota hai’. The ad film shows how Alpenliebe Juicyfills sparks an act of mischief that ends up bringing the dada- dadi together.”

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