In the spirit of creating LOTTE Moments through various LOTTE Fests, Coffy Bite, the iconic confectionery brand of Lotte India in partnership with Dinamalar hosted a quiz competition for children through the daily newspaper. This was an attempt to engage the children in a fun and exciting manner during Lockdown.
This exciting competition was held across Chennai, Coimbatore, Pondicherry and Madurai for a period of 7 days. The first quiz was held on 27thMay 2020 and continued for a period of 7 days, ending on the 2nd of June 2020. Advertising spread across 3 days (May 22nd-26th, 2020) informed the readers to partake in the activity. The competition saw participation of over 50k children, and the daily winners were chosen by a team. Out of the total winners, 50 winners everyday were awarded with exciting Coffy Bite gift hampers.
Commenting on this activity Mr Venkatesh Parthasarathy Vice President, Marketing said “We are happy to present a unique, interesting and rewarding engagement opportunity for children during this difficult lockdown. Through the Dinamalar partnership for this quiz, Coffy Bite has brought smiles to children across four cities in TN. I’m sure it's been fun and educational at the same time.”
During the seven days of the contest, the quiz section created significant buzz, reaching the entire readership in the Dinamalar editions of Chennai, Madurai, Coimbatore & Pondicherry.
Lotte India Corporation Ltd. celebrates this Mother’s Day with two innovative digital campaigns #PauseToThank (Lotte ChocoPie) and #ArgumentsWithMom (Coffy Bite). While Lotte Chocopie seeks to thank all mothers on the occasion, Coffy Bite focuses on the many arguments that one has/had with his/her mom at different points in time.
The digital campaign titled #PauseToThank celebrates the bond of love and affection between a mother and her children. Lotte ChocoPie also launched its new digital film “PauseToThank", which shows two kids wrapping a surprise gift for their mother and wishing her on the occasion. The iconic brand, Coffy Bite has an interesting take for Mother's Day – #ArgumentsWithMom – highlighting age old, fun filled arguments, everyone has had with their mothers. While these arguments have continued for decades, to no end, the mother-child bond stays stronger than ever.
Commenting on the launch, Venkatesh Parthasarathy, VP Marketing, LOTTE India said, “We are extremely delighted to launch these campaigns to honor Moms – truly the most inspiring people in our lives. Mother's Day is special for children as well as mothers and they get an opportunity to relish the everlasting bond of love and affection between them. Through these campaigns, we would like to create moments where people can thank their wonderful, endearing mothers and also an opportunity to make them feel special and to cherish some unforgettable moments spent together."
YouTube links to the TVC is:
To participate in the campaign, please visit one of the following links:
MUMBAI: Lotte India’s Coffy Bite, the iconic coffee toffee brand of yesteryears, has been refreshed with a whole new campaign that is set to start a nationwide an argument on whether it tastes ‘Coffier or Toffier’.
32 years after establishing its brand life with the ‘Coffee vs Toffee’ proposition, Lotte’s Coffy Bite is staging a comeback with a refreshingly new way of interpreting the argument story. Vernacular for better consumer connect, four 30 second films have been unveiled on TV- each situation presenting an argument on whether Coffy Bite tastes “Coffier or Toffier”. A refreshment of the brand’s website, YouTube, Facebook and Instagram channels also forms part of the campaign.
Commenting on the campaign launch, Milan Wahi, Managing Director, Lotte India said, “Coffy Bite is clearly a gem in our confectionery portfolio that has the highest recall and enjoys a significant share of heart amongst confectionery lovers in India. Seeing the nostalgic pull the brand enjoys, this year we decided to turn the spotlight on Coffy Bite with an aggressive on-air marketing campaign, after a gap of more than a decade. And what better way to do it than giving a novel spin to the ‘argument continues’ theme that garnered eyeballs for the brand in the first place.”
Venkatesh Parthasarathy, Marketing Head, Lotte India added, “We were searching for a creative partner who could breathe new life into the argument story and 1pointsize seemed the perfect fit to take the brand forward as they could sense the pulse of Coffy Bite and reinvent it for the current marketplace.”
“Coffy Bite is a strong household name in South India. And seeing the way coffee shops have exploded in our country, we are extremely bullish about the brand. Our core task was to put the buzz back into Coffy Bite. Our solution was to pitch Coffy Bite as the new taste of argument. Since the all new Coffy Bite is softer and richer, we decided to explore the ‘Coffier vs Toffier’ thread as the talking point of our comeback commercials.” said, Sharad Haksar, CEO, 1pointsize.
Elaborating on the creative idea, Haksar said, “Our advertising TG is the 25 to 34age group who grew up on Coffy Bite. From a consumption point of view, this generation was earlier into ‘good old shopping’ and ‘first day first shows’ vs ‘ecommerce’ and ‘binge watching’. Bonding with friends was essentially offline than online. While this TG, which practically grew up on Coffy Bite, is now well adjusted to the fast-paced digital world, our key effort was in telling these guys that like all good things, their favourite Coffy Bite has changed too – for the better. We left the interpretation of ‘better’ to the taster. We coined two new words – “Coffier” and “Toffier” to describe the new taste. And we started a whole new argument around these words.”
“Since we, Indians, are argumentative by nature, we are confident that this campaign will really resonate well. We’ve done a series of four commercials which will be on air from this Diwali. We’ll start with the four southern states – TN, AP, Telangana and Karnataka, and then go national.” Concluded Parthasarathy.
