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JWT weaves in love and sharing for Nestle Alpino

The two TVCs show married couples sharing private moments. By setting the scene with one of them sharing the wrong thing, the storyline builds on Alpino’s sharing ritual and brand proposition in a natural way

BestMediaInfo Bureau | Mumbai | August 26, 2013

 

Click on the image to watch all the TVCs.

‘To love is to share’ is the idea behind Nestlé Alpino, an idea that is brought out in the ongoing campaign conceptualised by JWT India. Nestlé Alpino is another step to build Nestlé’s premium confectionery portfolio. Alpino is a premium experience that is unique and delightful. The TVCs revolve around the sharing ritual and bring meaning to the USP of the brand – ‘To love is to share’.

The Alpino campaign has two TVCs, both showing married couples sharing a moment in their homes. By setting the scene with one of them sharing the wrong thing, the storyline builds on Alpino’s sharing ritual and brand proposition in a natural and engaging way. As a result, the product shot is integrated within the overall storyline, hence allowing all these different elements to seamlessly come together within thirty seconds.

Discussing the creative thought, Nitin Pradhan, Executive Creative Director, JWT, said, “The fundamental task was to launch Alpino with a communication platform that was unique to the product. We figured that ‘sharing’ in a product like this was intrinsic and hence ownable as an idea. However, one had to be careful about sharing not becoming a preachy or a mushy cliché while talking to couples across age groups and that it gets introduced in a fresh way. So, we kept the films lighthearted yet real, on the everyday wisdom of sharing and how Alpino is ‘the best thing to share’. It helped us make communication that's sticky for couples of all ages and get an engaging creative platform for the brand.”

The campaigns are live on TV with a heavy media plan of both executions. The TVCs are also being screened on YouTube, and was promoted on the Facebook logout page. The TVCs were shared with a percentage conversion that is much higher than many brand campaigns with strong digital presence. The TVCs will also be played in cinema halls. The brand will engage with consumers on Facebook and Twitter to drive its concept and capitalise on elements like the message that are intrinsically linked to sharing.

In the bedroom film, a young couple on a lazy Sunday morning look through a photo album. The husband compliments his partner’s looks, going on to express his relief that she doesn’t resemble her parents. Even as he says it, he realises it wasn’t the right thing to share, further emphasised by the voiceover that asks: “Yeh bhi koi share karne ki cheez hai?” The voiceover continues, explaining: “Share hi karna hai, toh try the new Nestlé Alpino”. The husband takes her through the ritual, offering her one bonbon to reveal the words on the tray, enjoying the chocolaty bonbon with its creamy mousse centre, and finally discovering the secret love message inside. It makes for a sweet romantic experience that melts away any awkwardness or anger, because to love is to share.

The living room TVC shows a slightly older couple getting ready to go out. The wife asks her husband if he has told her father about his promotion. On hearing his surprise at the question, she lets slip that it would help his image since her father had considered him a ‘loser’. The voiceover says: “Yeh bhi koi share karne ki cheez hai?” Seeing her husband’s hurt look, the wife wonders how to take her words back. With “Share hi karna hai, toh try the new Nestlé Alpino” she takes him through the ritual; they share an Alpino together and are finally shown reading their messages together, happily.

The TVCs:

[youtube]http://www.youtube.com/watch?v=7A7fMOhHWlg[/youtube]

[youtube]http://www.youtube.com/watch?v=2sh7CepiK5M[/youtube]

Credits:

Creative Agency: JWT India

National Creative Director: Swati Bhattacharya

Executive Creative Director: Nitin Pradhan

Creative Director – Copy: Varun Goswami

Creative Supervisor – Copy: Avinash Bajaj

Creative Director – Art: Joy Sengupta

Account Management: Babita Baruah, KRK Ganesh, Siddhartha Ghose, Sakshi Singh

Account Planning: Pinaki Bhattacharya

Films - Agency Producer: Avani Mankotia

Director: Vivek Kakkad

Producer: Shahzad Bhagwagar

Production House: Curious Films

Info@BestMediaInfo.com

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