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Tag: Alpenliebe

  • Alpenliebe introduces Mango flavour to its Popfills lollipop range

    Alpenliebe introduces Mango flavour to its Popfills lollipop range

    Mumbai: As the summer heat begins to rise, Alpenliebe, one of the legacy brands from the house of Perfetti Van Melle, announces the addition of the Mango dlavour to its delectable Alpenliebe Popfills range of lollipops.

    In August 2022, Alpenliebe Popfills revolutionized the lollipop experience by offering consumers the ‘best of both worlds’: a lollipop that combines the classic crunch of a candy’s exterior with a center that is smooth and creamy, providing a delightful ‘Lick & Chomp’ sensation. Building upon the success of the original caramel flavour, Alpenliebe Popfills has unveiled its newest Mango flavoured lollipop.

    Evoking the essence of summer with every lick, Alpenliebe Popfills Mango flavoured lollipop promises to transport taste buds to a tropical paradise. Packed with the irresistible sweetness of ripe mangoes, this luscious treat provides an indulging escape from the summer heat.

    Commenting on the new launch, Perfetti Van Melle India (PVMI) marketing director Gunjan Khetan said, “Alpenliebe is thrilled to expand its Popfills lollipop range with the introduction of Mango flavour. Every summer, kids eagerly anticipate the arrival of mango season, and with Popfills Mango, they can now relish the delightful essence year-round! We are excited to bring the joy Alpenliebe Popfills Mango to our valued customers across India.”

    The new offering of Alpenliebe Popfills Mango flavoured lollipop is now available at your nearby stores at a price point of Rs 5.

  • Alpenliebe celebrates 25 years of Sweet Indulgence in India

    Alpenliebe celebrates 25 years of Sweet Indulgence in India

    New Delhi: Alpenliebe – the iconic candy brand from the house of the global confectionary group Perfetti Van Melle marks 25 glorious years in India. One of India’s most-loved candy brands, Alpenliebe has been helping consumers create sweet memories with its delectable portfolio of deposited candies, filled candies and lollipops.

    Introduced in 1995, Alpenliebe made way into the hearts of consumers with its unique deposited candy technology and innovative pillow-pack packaging. Its rich and smooth taste established a strong emotional bond with consumers, true to the brand essence of ‘bringing hearts closer’. Apart from the core offering of caramel candy, Alpenliebe has been extended into multiple formats across the years – Deposited lollipop (2003), Filled caramel candy (Creamfills, 2006), Liquid filled fruit candy (Mangofillz, 2009) and into deposited Jellies in 2012.   

    To mark this milestone Alpenliebe packs will carry a special commemorative logo throughout the year. Alpenliebe has also planned a consumer engagement contest to help Alpenliebe families create sweet memories. The campaign would be supported by a special TVC aired on TV and digital mediums. As part of the contest, 25 lucky winners stand a chance to win Holiday vouchers worth Rs 1 lakh. Participants can also win  Zoop by Titan watches every 25 minutes during the contest period.

    Link to the TVC – Alpenliebe 25yrs TVC

    Speaking on the occasion, Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India said, “It has been a great innings for Alpenliebe in India especially on the back of product innovations and memorable campaigns over the years. We have created a strong, innovative product and marketing playbook which caters to the ever evolving consumer needs under the brand portfolio. 25 years later, we can take pride in saying that Alpenliebe has been successful in delighting consumers with its variants and flavours, and the core essence has remained relevant and engaging.”

    Commenting on the milestone and the launch, Rohit Kapoor, Director – Marketing, Perfetti Van Melle India said, “It has been an amazing journey for the Alpenliebe where the brand played the role of creating the category. Alpenliebe’s superior indulgent experience, category first innovations and heart-warming communication done over the years managed to win consumer preference. We would like to thank our consumers for trusting us with their love. This milestone besides celebrating Alpenliebe’s 25 years of Indian journey in India also celebrates the journey of the brand going beyond just being a candy but being a connector – for families and relationships. The current campaign is another attempt to engage with our consumers and provide them an opportunity to deepen the family bond”

  • Alpenliebe bring family closer in new campaign

    Alpenliebe bring family closer in new campaign

    MUMBAI: Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign: ‘Alpenliebe Ghuley toh Dil Milein’.

    The TVC is centred around the sweet, rich taste of Alpenliebe and is the result of a comprehensive consumer demand space mapping.

    Over the years, Alpenliebe has found its space in the Indian family set up. In India, joint families are still popular and research showed that the inevitable tiffs between generations are still commonplace. The story was thus based on the insight that making the first move to apologise is still the biggest barrier to get family members talking again.

    The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfather’s love for Alpenliebe to bring the duo closer. Using the candy as a bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something that’s completely the opposite of reality. The campaign also stars Boman Irani to improve campaigns memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike.

    Perfetti Van Melle India director marketing Rohit Kapoor says, “The new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the three generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.”

    McCann Delhi Creative head Kapil Batra adds, “The task was to dramatise the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.”

    The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.

  • Alpenliebe To Bring Hearts Closer

    Alpenliebe To Bring Hearts Closer

    MUMBAI: Alpenliebe, the flagship candy brand of Perfetti Van Melle India, has launched a new campaign: ‘Alpenliebe Ghuley toh Dil Milein’. The TVC is centered around the sweet, rich taste of Alpenliebe and is the result of a comprehensive consumer demand space mapping.

    Over the years, Alpenliebe has found its space in the Indian family set up. In India joint families are still popular and research showed that the inevitable tiffs between generations are still commonplace. The story was thus based on the insight that making the first move to apologize is still the biggest barrier to get family members talking again.

    The commercial revolves around a little girl who, irked by the tension between her father and grandfather, uses her grandfather’s love for Alpenliebe to bring the duo closer. Using the candy as a bait, she lures the old man into walking up to the chess table where the father-son would often play each other before the fight. As the grandfather relishes the candy by the chess table, she leads her father into believing something that’s completely the opposite of reality. The campaign also stars Boman Irani to improve campaigns memorability, sweet charm and reinforce the message that Alpenliebe candy is for a treat for kids and adults alike.

    Alpenliebe plays role of a catalyst for family bonding and positioned as a candy that “Brings Hearts Closer”.

    Commenting on the campaign, Perfetti Van Melle India, Director Marketing, Rohit Kapoor said “the new ad campaign is in a warm and comforting space. The emotional story very beautifully involves the 3 generations of the family members and conveys the core message powerfully that rich indulgent taste of Alpenliebe triggers resolution of small tension points in the family. The communication tone is very consistent with brand values built over the years and hopefully should connect well with the audience.”      

    McCann Delhi, Creative head, Kapil Batra added, “The task was to dramatize the indulging experience that comes with an Alpenliebe and make it equally relevant to adults as well. With this campaign, we have managed to do that in a fun, light-hearted way.”

    Boman Irani commented “I love getting lost while eating an Alpenliebe candy. The story is light hearted yet has family values at the core of it”

    The new campaign will be aired across all mainstream TV channels and further amplified on digital medium.

  • Alpenliebe launches new product with 47% fruit pulp

    Alpenliebe launches new product with 47% fruit pulp

    MUMBAI: Long gone are the days when the sole sign of the discerning Indian shopper, aka mom, was squeezing maximum value from her budget. Today she is not only looking for value for money offerings but equally important are the wellness benefits delivered by the product.

    Organisations attuned to changing shopper needs are responding with exactly that – A Better for You (BFY) portfolio. Nothing epitomises this truth more than two recent releases from the house of Perfetti Van Melle India – all new Alpenliebe POP and Alpenliebe Juzt Jelly Goody Bears.

    The first one is the relaunch of the Alpenliebe POP, a long popular brand of lollipops in India in two variants, with added fortification. First is the caramel variant which is added with calcium and second is cream-strawberry variant, with added vitamin C. Available at two price points, Rs 5 for a single lollipop and Rs 30 for a multi pop family pack.

    The second introduction, Goody Bears, is an extension under Alpenliebe Juzt Jelly, a brand which is a leader in the jellies segment and popular for its ‘made with 25 per cent fruit pulp’ credentials according to the company. Taking the wholesomeness credentials further, Goody Bears has 47 per cent fruit pulp and is enriched with vitamin C.  These bear shaped jellies come in a handy sachet which a mom can easily add to the child’s tiffin. One sachet fulfils 10 per cent of the daily vitamin C needs of a kid.

    And it’s for this reason that this innovation could be a perfect ‘tiffin treat’ for the concerned Indian mom, constantly seeking to walk the fine line between kids’ desire for sweet treat on one side and ensuring some nutritional value on the other. Goody Bears are priced at Rs 120 for a box containing 11 sachets.

    Perfetti Van Melle India managing director Ramesh Jayaraman says, “We passionately care about consumers and their ever-evolving needs. I am excited about the two new offerings, both in the Better For You segment.”
    The support plan for these innovations includes TV communication for Alpenliebe POPs and digital and on ground activations for Goody Bears.

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    To leverage e-commerce opportunity, Alpenliebe Juzt Jelly Goody Bears was rolled out exclusively on Paytm Mall. Paytm Mall COO Amit Sinha adds, “We are glad to have partnered with Perfetti Van Melle for the exclusive launch of Alpenliebe Juzt Jelly Goody Bears. This collaboration has given us the opportunity to bring this appealing jelly to kids across the country while offering a truly distinct retail experience. It is encouraging to see a larger number of FMCG brands appreciating the power of e-commerce while bringing new offerings to the Indian market.”

  • A lollipop that kills boredom

    A lollipop that kills boredom

    MUMBAI: Alpenliebe Pop is the new ‘Anti-Boring‘ device. Perfetti Van Melle India (PVMI), the leading confectionery player which is known for its innovative products and clutter breaking advertising has launched a new TVC positioning its lollipop product, Alpenliebe Pop, as ‘Anti-Boring‘ device.

    The insight behind the ad stems from the fact that subjects like history and science are fascinating – but only to historians and scientists and not to the students who are forced to study them for their examinations. In the tongue-in-cheek ad film, Archimedes comes to life and offers the student an Alpenliebe Pop to deal with the boredom.

    The creative idea behind Alpenliebe Pop is that it helps one get through dreary situations – whenever there is a really boring situation, one simply has to resort to an Alpenliebe Pop and avert the boredom.

    Commenting on the launch, Perfetti Van Melle India director-marketing Nikhil Sharma said “In many markets across the world lollipops have a significant consumption amongst youth while in India it is dominated by kids. Seeing this as an opportunity, the challenge for us as leaders is to not only increase consumption among current users but also convert non-users to users. This communication is hence targeted specifically at the youth and is based on an insight that they can easily relate to.”

    Ogilvy & Mather GCD Anurag Agnihotri said, “We borrowed the insight behind the ads from life. Every youngster, at some point or the other, grows bored of studying and says or at least thinks that if only he could get hold of the mathematicians, scientists etc. who formulated such complex equations, he would give them a piece of his mind.”

    The product is available in three exciting flavors – caramel, cream strawberry and orange. Alpenliebe Pop looks set to be a product youngsters will latch on to in order to drive boredom out of their lives.

  • Clash of the Titans

    Clash of the Titans

    Sony, on the other hand, is all geared up to strike a chord with family viewers through Indian Idol Junior (IIJ), which will be running for 14 weeks. Title sponsor being Nissan Micra and powered by Horlicks, this new kids singing reality show has Real Fruit, 99acres.com, Kellog’s Oats and Alpenliebe as other associate sponsors. According to the channel, over 6,000 promos spots have been played for IIJ.

    “IIJ has one thing going for it,” says a media observer. “It is commencing at 8:30 pm, half an hour before the rest. This could well work in its favour in terms of it getting viewers tuning into it Whether it will manage to make them sticky will depend on the show’s content.”

    Indian Idol Junior judges Shekhar, Shreya & Vishal will be innovating while dealing with kids on the show

    That is a legacy story, says Sony Entertainment Television (SET) marketing head Gaurav Seth. But what sets IIJ apart from the rest is its brand positioning, he adds. He further elaborates: “It is a brand extension of the very popular Indian Idol format on SET. We believe children have a lot of potential and talent on offer and hence, we wanted to explore this segment and showcase it to pan Indian audiences. We conducted a massive nationwide hunt to search for these kids through our eminent judges and we believe our viewers are going to be stunned with the talent on display through the rounds. Kids have a lot to offer in terms of their innocent, spontaneous and completely endearing actions which makes for compelling television viewing.”

    Sony’s Seth has marketing for Indian Idol Junior covered from all angles

    Launching an extensive campaign revolving around kids, Sony is comprehensively promoting the newest branch of its much loved franchise. Seth explains: “We have executed a huge national communication roll-out to inform TV viewers across India about the show and what to expect. This has been across all major media platforms and has succeeded in building immense recall for the show prior to launch. As it progresses, we believe that the talent on display will continue to attract loyal viewers interested in following the fortunes of their favourite contestants.”

    Sony plans to sustain viewer interest through city concerts, activation and celebrity episodes designed to keep highlighting the high-points in the show throughout the current season. Says Seth: “It has been one of the most popular talent shows on television and we hope to keep the success of its past editions alive with this new and fresher avatar. Indian Idol is a profit maker and the latest offering has received a favorable response from our advertising partners.”

    Zee TV is counting on its all new concept of DID Super Moms derived from one of its most successful properties – Dance India Dance (DID) to do the trick for it. For the first time, mothers, who always have been seen supporting their children in DID, take center-stage in this unique dance reality show focused on moms.

    DID Super Moms team are looking at replicating DID’s success

    Zeel marketing head Akash Chawla asserts: “With DID Super Moms we wanted to capture the emotions of the audiences where a mother is a very important part of our lives and she always played a crucial role in our success. Our communication revolved around the fact that now it’s time for mothers to be in the spot light and we should cheer them and support them helps them to fulfill her dreams.”

    Coming back to JDJ, one of the innovative strategies launched by Colors exclusively for the show is a promotional tie-up with YRF’s upcoming Ranbir Kapoor- Deppika Padukone starrer Yeh Jawani Hai Deewani. “We will be running JDJ promos during YJHD. We have targeted 900+ screens in over 40 cities. While in terms of amplifying the campaign with the help of cable TV, we have planned a 10 Day activity in 130 cities and have bought over 1,000 spots,” adds Rajesh Iyer.

    Movie promotions are what IIJ will be banking on too to rope in celebrities and also heighten viewer engagement. Seth reveals: “There will be movie integrations at a later stage once gala rounds begin. We will also form strategic tie-ups with news channels to promote content and/or activation and concerts.”

    Season six of JDJ is being lauded for its aesthetically beautiful promos directed by Colors’ in-house team led by Monica Nair. JDJ is being heavily promoted on the channel with promos not only seen during the ad breaks but within shows as well. “In order to increase the recall value of the viewers, we’re trying this different mode of in-show promotion wherein we show a JDJ promo even before the advertisement break – between the show and the coming – up of the next segment,” asserts Iyer.
    Creatives

    Colors- Marching Ants

    Sony- Leo Burnett

    Zee TV- Draft FCB Ulka

    Sony’s IIJ also has commendable creatives designed by Leo Burnett, with a strong positioning- Gaanon ka wohi jaadu ab bachchon ki awaaz mein. The promos, directed by the creative team at SET along with Fremantle Media, depicting young kids singing old classics have become quite popular. It has been an immensely clutter breaking campaign on all media especially TV with the spots getting high salience and recall,” says Seth.

  • Kajol’s TVC for Alpenliebe builds on greed theme

    Kajol’s TVC for Alpenliebe builds on greed theme

    NEW DELHI: Versatile actor Kajol has become the brand ambassador for the Alpenliebe candy and features in a new television commercial carrying on the theme of ‘Greed above all else‘.

    This position of irresistibility had been the central thread for all previous communication for the brand and featured characters going to great lengths to be able to savour their favourite candy.

    The new campaign builds further on this concept by putting three colorful characters in a sticky situation and to get through it, they must necessarily resist the temptation of an Alpenliebe candy.

    The story is set in a row boat on a tranquil lake. But these old boats have a habit of springing a leak or two.

    The campaign has been timed with the launch of a refreshed look for the entire Alpenliebe range. With this new and attractive packaging, Perfetti Van Melle is aiming to make the brand more contemporary and distinctive.

    Group Product Manager Munir Lamba said, “India is a unique market, where most candies are sold in single pieces at low price points. This campaign is part of our effort to build larger pack formats for the consumers‘ enjoyment.”

    Commenting on her role in the new campaign, Kajol said, “I have had a long association with Alpenliebe and it is one that I cherish. Working on this campaign was both fun and challenging. I especially enjoyed the whole retro look that this TVC has brought to life.”