alpenliebe
How Perfetti’s marketing formula endures amid India’s changing tastes
Nikhil Sharma explains how grounded fundamentals, humour-led assets and distribution scale continue to anchor Perfetti Van Melle’s playbook in the country’s fragmented, fast-shifting confectionary market.
Perfetti prompts youth to beat boredom with Alpenliebe Pop
Watch the ad film created by Ogilvy & Mather
The monkeys take over in Alpenliebe’s new TVC
With every small kirana store stocking plastic boxes full of a range of candies, even a layperson would get that the category is extremely competitive. Prasoon Joshi, chairman, McCann Erickson, and the writer and creative director on the brand, added, “Nobody does homework before buying a candy; it’s an impulse purchase and the advertising has to be exciting so a brand can be top of the mind.” There wasn’t any particular brief for the new TVC, but the agency and company Perfetti Van Melle decided to continue with their ongoing campaign of Alpenliebe arousing greed.
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”.
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