Perfetti rolls out new campaign for Creamfills Alpenliebe

Perfetti Van Melle has rolled out a television campaign for its hard-boiled sugar candy, Creamfills Alpenliebe, to communicate its “deliciously surprising taste”.

WATCH TVC now.

Targeting 4-14 year olds, the spot aims to be enjoyable for kids. “We came up with a concept of two lions who surprise a wildlife photographer by breaking into a whacked out jig,” said Sainath Saraban, executive creative director, Leo Burnett. “It is a metaphor for the surprise you will experience when you eat a Creamfills Alpenliebe that has a sudden burst of cream in the centre.”
 
While the last campaign was set in a real life space, this one is “more whacked out,” according to Saraban. “But the core of the idea of a ‘delicious surprise’ remains.”

The film has been directed by Dadu and produced by Black Magic.