Campaign India Team
Mar 03, 2022

Alpenliebe Eclairs Plus makes an act of mischief look sweet

Watch the film conceptualised by McCann here

Alpenliebe Eclairs Plus has rolled out a campaign to highlight how the choco filled sweets are relished by kids and adults alike. 
 
The film aims to instil the message of togetherness among family members. 
 
Conceptualised by McCann, the film features a family lounging in the living area when the father enters and is miffed on seeing that his son has opened the packet of Alpenliebe Eclairs Plus kept aside for guests. To avoid confrontation and being scolded for stealing the eclairs, the son tries to escape the scene. But, just as he is about to sneak away, he notices the liquid choco filling of Alpenliebe dripping from his father’s face, changing the whole room's atmosphere. The film closes with the father being caught by other family members and everyone bursting into laughter. 
 
Rohit Kapoor, director marketing, Perfetti Van Melle India, said, “Alpenliebe’s superior indulgent experience, category first innovations and heart-warming communication done over the years managed to win consumer preference. The new campaign weaves an emotional narrative involving different generations of the family. The tone is comforting, drawing focus to the rich indulgent taste of Alpenliebe Eclairs Plus that not only tickles the funny bones but also help resolve the smallest tensions in the family. The TVC is yet another attempt to engage with our consumers and provide them with an opportunity to deepen the family bond.”
 
Utsav Khare, executive creative director, McCann, said, “The Alpenliebe brand is built around the warmth of relationships and families. With the Eclairs Plus variant we obviously wanted to stay within the same world, but at the same time, also do justice to the differentiated product offering. We're glad we've been able to achieve the strategic intent as well as retain the charm and storytelling that one has come to expect from Alpenliebe.”
Source:
Campaign India

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