Alpenliebe turns sour moments sweet with ‘Meetha Bolo’ campaign

INDIA: Alpenliebe has rolled out a new campaign, ‘Alpenliebe Kholo, Meetha Bolo’, pitching its signature caramel sweetness as a salve for hurried tempers and hasty words. The film, released by Perfetti Van Melle India, leans on the idea that a simple gesture and a softer tone can defuse everyday friction.

Set at a child’s birthday party, the ad follows a young guest whose careless remark sparks an awkward moment. A timely Alpenliebe, however, takes the edge off. As he savours the caramel, his tone shifts from curt to kind, a sweet intervention that steadies the mood.

Perfetti Van Melle says the campaign reflects how small conflicts easily escalate in a fast-paced world, and how a touch of sweetness can reset the emotional temperature.

Perfetti Van Melle India marketing director Gunjan Khetan, said the brand wanted to champion “small yet powerful shifts” in how people speak during tense moments. “Conversations today often get strained, but a little sweetness can transform them and create space for warmth and togetherness,” he said.

Running across TV, digital and social media, the campaign builds on Alpenliebe’s long-held positioning since its 1995 launch: indulgent taste paired with gentle connection and now, the promise that even bitter words can melt.