Perfetti Van Melle India’s candy brand, Alpenliebe has unveiled a new campaign to promote Alpenliebe Eclairs Plus.
Conceptualized by McCann, the TV advert is about a family who couldn’t resist opening a packet of Alpenliebe Eclairs Plus which was reserved for guests. As the father pretends to be mad at the rest of the family for opening the package, he gets caught eating the candy himself. The chocolate flowing from his mouth betrays him. The brand aims to reposition itself as a catalyst for family ties, with sales.
The campaign will be amplified on digital channels and mainstream television.
Rohit Kapoor, Marketing Director, Perfetti Van Melle India said, “Alpenliebe’s superior indulgent experience, first-class innovations and heartwarming communication achieved over the years have successfully won consumer preference. The new campaign weaves an emotional narrative involving different generations of the family. The tone is comforting, drawing attention to the rich, indulgent taste of Alpenliebe Eclairs Plus that not only tickles the fun bones, but also helps resolve the smallest tensions in the family. The TVC is another attempt to engage with our consumers and give them the opportunity to deepen the family bond. »
Utsav Khare, Executive Creative Director at McCann, said: “The Alpenliebe brand is built around the warmth of relationships and families. With the Eclairs Plus variant, we obviously wanted to stay in the same world, but at the same time do justice to the differentiated product offering. We are happy that we were able to achieve the strategic intent while retaining the charm and storytelling that one expects from Alpenliebe.
Alpenliebe is also teaming up with BRU Instant to launch café éclairs.