Alpenliebe Juzt Jelly turns into Fruity Bears

Conceptualized by McCann India, Perfetti Van Melle is all set to attract more consumers with the brand new Alpenliebe Juzt Jelly Fruity Bears. The campaign engages consumers with its adorable characters

BestMediaInfo Bureau | Mumbai | January 15, 2016

Click on the image to watch the TVC.

Alpenliebe Juzt Jelly, category leader in the jelly segment, has rolled out an exciting innovation to delight the Indian consumer – unique bear shaped jelly with 25 per cent fruit pulp. With sugar sanding on top, the product has a differentiated feel in the mouth, making it even more appetizing.

The simple but effective commercial shows a kid having fun with the jumping jelly bears. The commercial opens with a kid trying to find out who has taken his Alpenliebe Juzt Jellies and the entire family decides to stay quiet. The 40-second commercial is entertaining and funny as it brings alive a soft song in the back ground, 'Damroo bajega to nachega bhaloo', which helps the child find out where his Alpenliebe Juzt Jelly Fruity Bears are. The lighthearted commercial is surely set to grab the attention of consumers. The launch will be supported by TV, digital, modern trade and on-ground activations.

Alpenliebe Juzt Jelly was launched in 2012. At that time, the category was at a nascent stage with estimated sales of Rs 50 crore. The brand did the job of category creation in the last three years and in the process became one of the fastest growing confectionery brands. The category is now worth Rs 400 crore and Alpenliebe Juzt Jelly is the leader with a dominant share of close to 50 per cent.

Mandar Keskar, Category Head, Perfetti Van Melle India, said, “We are happy to bring in truly distinct experience to our consumers. The endeavour is to make the proposition playful and it reflects in all aspects including packaging and the communication developed to support the launch.”

Kapil Batra

On communication development, Kapil Batra, ECD, Mccann India, said, “The brief was to bring bears alive and I think we have delivered well on it. These characters are very adorable and we hope consumers love them just like we do.”

As a category leader, the brand defines aggressive category expansion as the key task for 2016. This is where the new Alpenliebe Juzt Jelly Fruity Bears comes into play. This product offers truly distinct experience to consumers. And as a result Fruity Bears will also have the potential to appropriate newer consumption occasions. At Rs10 and Rs 25 price-points, this format serves the purpose of expanding the jelly category into higher price-points (currently the category derives majority sales from the Re 1 price-point).

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Perfetti Van Melle India

Client team: Rohit Kapoor (Director - Marketing), Mandar Keskar (Category Head), Ritesh Sud (Group Product Manager), Karan Buddhiraja (Product Manager)

Creative Agency: McCann India

Creative team: Prasoon Joshi, Kapil Batra, Ashish Nath

Account Management: Nutan Sooda, Ashlesha Shukla, Sumanka

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