Alpenliebe re-creates irresistibility in Ice Age 4
Perfetti van Melle India teams up with Fox Studios for the latest marketing campaign for Alpenliebe
BestMediaInfo Bureau | Delhi | July 31, 2012
Perfetti van Melle India has partnered with Fox Studios for the latest marketing campaign for Alpenliebe – one of the best known confectionery brands in the country. The creative for the campaign is set in Ice Age, the internationally successful franchise from Fox, with the release of its latest installment – Ice Age 4 Continental Drift.
The campaign aims to bring alive the “irresistibility” positioning of Alpenliebe. In this TV commercial, Scrat, who is one of most loved characters from the franchise, has turned this attention towards his favorite Alpenliebe. But his greed for Alpenliebe cascades into a hilarious chain of events. An entertaining chase for the pack of Alpenliebe ensues that takes him to the deepest parts of the planet and changes the face of the earth.
The campaign will surely surprise and entertain consumers and create an excitement around the brand. This campaign can be seen on all leading kids channels and in the digital media on youtube and facebook. .
Commenting on the initiative, Nikhil Sharma, Director Marketing Perfetti van Melle India, said, “The objective of this campaign was both to bring alive the brand proposition and to entertain our consumers. Thanks to the support we received from Fox Studios, we have been able to produce a TVC that delivers very well on both counts.”
He further added,“Scrat's tireless chase of an acorn is a well established and entertaining part of the Ice Age story and the whole piece fit very beautifully to highlight the 'irresistibility' of Alpenliebe – something which is very rarely the case in such associations.”
Adds Vijay Singh, CEO, Fox Star Studios India, “Ice Age is the most successful animated franchise in India, and highly beloved amongst children and families; we are really pleased on the association between Ice Age 4: Continental Drift and Perfetti van Melle. The Indian team is very passionate and creative. The idea has been seamlessly depicted in the TVC, from the perspective of both Alpenliebe and Ice Age franchise.”
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