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Alpenliebe Juzt Jelly unveils campaign featuring Bear, Bottle variants
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Wednesday, 18 July, 2018, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Perfetti Van Melle India has launched a new communication campaign for their jelly brand Alpenliebe Juzt Jelly, highlighting the bear- and bottle-shaped jellies in the portfolio in an entertaining manner. It is aimed at positioning the jelly as the enabler of family fun.
Consumer immersions have indicated that there are moments when the family wants to come together and have a fun time. Alpenliebe Juzt Jelly fits in perfectly here due to its juicy, fruity taste and good ingredients (product is made out of 25 per cent fruit pulp).
The campaign portrays one such occasion, takes the viewer on a rollercoaster ride of twist and turns, and endorses the idea of family fun centred around these Juzt Jelly characters. The story revolves around a bunch of bears and bottles trying not to end up as the family’s dessert. They try their best to convince the family members to eat the other one in their own unique ways.
Speaking about the new strategy and television commercial (TVC), Rohit Kapoor, director, marketing, Perfetti Van Melle India, said, “At Perfetti, we are constantly reminding ourselves of our mission, ‘Always innovating what confectionery can do’.”
“This is evident not just in our product innovations but also in who we are targeting. With this TVC, we wanted to reach out to kids in lively cute manner and also to the entire family to promote shared consumption of jellies,” he added.
Kapil Batra, creative head, McCann Delhi, said, “To bring Alpenliebe Juzt Jelly’s shapes (bottles and bears) alive, we have created a world where these shapes, in addition to being irresistible, also have a mind of their own.”
“Like in this film, how the bottles and the bears try to outsmart each other for their survival in this fun-loving family. We are optimistic about this campaign, and want to take this banterbaazi forward,” he added.
The film will be aired on major TV channels in India.
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