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Alpenliebe forays into fruity candy segment, unveils TVC

The TVC by McCann builds on the brand promise of ‘bringing hearts closer’, but with a splash of ‘shararat’ (mischief)

Click on the Image to watch the TVC.

Confectionery brand Alpenliebe from Perfetti Van Melle India Pvt. Ltd. has announced its extension into the fruit candy segment with the launch of Alpenliebe JuiCyfills.

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The candy is a delicious offering with liquid filling inside, reminding one of luscious fresh fruits. Developed with state-of-the-art technology, the candy contains fruit juice content and Vitamin C and promises a “juicy-filled” experience to the consumer. Packed in attractive colours of yellow and orange, the candies are available in mango and orange flavours, respectively.

The candy will be available in neighbourhood stores across the country and is priced at Re 1. In addition to the one-rupee pack, the product would be available in an attractive assorted pack at Rs 50 in select modern trade stores.

Launched in 1995, brand Alpenliebe celebrates its 25th year in the Indian market this year.

Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India, said, “We take immense pride that Alpenliebe has delighted Indian consumers for over 25 years with its innovative offerings and heart-warming campaigns. We believe this offering will continue our mantra of bringing innovative, enjoyable products to the Indian consumer. We are excited to enter the fruit candy segment that will offer consumers a differentiated juicy experience like never before.”

The new launch is being supported by a TVC, which builds on the brand promise of ‘bringing hearts closer’, but with a splash of ‘shararat’ (mischief). The TVC showcases a kid who relishes the fruity blast of the new Alpenlibe JuiCyfills and is suddenly hit by an idea to bring his bickering grandparents together. Bolstered with the fruity mischief, the kid plays a prank that lands his grandparents in a sweet moment of reconciliation.

Rohit Kapoor, Director Marketing, Perfetti Van Melle India, said, “With this launch, Alpenliebe enters the fruit candy segment and unlocks a huge growth opportunity for the brand. Alpenliebe JuiCyfills is a unique liquid-filled candy with fruit juice content and Vitamin C. In these testing times, Vitamin C has increased importance since it helps build immunity. As a brand, Alpenliebe has always focused on bringing hearts together and adding moments of togetherness around everyday gestures among families. The product’s fruitiness lends a sense of mischief, which has been integrated with the brand purpose in the TVC.  The launch would be supported with a 360-degree campaign across traditional, digital mediums, sampling and modern trade activation.”

The TVC has been crafted by McCann, New Delhi.

Kapil Batra, ECD and Creative Head, McCann, New Delhi, said, “Alpenliebe, has always been about fun and family. So, for creating communication for Juicyfills, the latest offering from Alpenliebe, we were looking something that’s consistent with the brand personality but yet unique. And that’s how we landed on ‘shararat ka phal meetha bhi hota hai’. The ad film shows how Alpenliebe Juicyfills sparks an act of mischief that ends up bringing the dada-dadi together.”

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