Campaign Logic: Celebrating small joys of life

A new ad campaign by Perfetti for Alpenliebe Gold attempts to position the candy as a family product

Brand: Alpenliebe Gold

Budget: Rs 10 crore

Agency: McCann India

Perfetti Van Melle India has launched a new campaign — Chhoti chhoti khushiyon ke liye — to promote its flagship candy, Alpenliebe Gold, as a family product. The television commercial features two brothers playing cricket with their grandfather watching them. One of the brothers hits a ball that breaks the television antenna on the roof. Their father — presumably enjoying a show on television as they played outside — runs out in a huff. In an interesting turn of events, as the father approaches his kids to rebuke them for interrupting the show, a monkey parks itself on the terrace. When the father blames the monkey for the mess, the kids and their grandfather heave a collective sigh of relief. Next we see the kids, the father and the grandfather sharing a pack of Alpenliebe Gold. The idea behind the campaign being it is a bad idea to get bogged down by troubles; instead one should celebrate the small joys of life.

“During our consumer interactions we realised that there are many instances in our day to day lives that call for small celebrations. Alpenliebe is a perfect fit for these moments — it’s a delicious little treat, affordable and loved by all,” says Mandar Keskar, associate category director, Perfetti Van Melle India.

The campaign has been conceptualised by McCann India. The budget is estimated at Rs 10 crore.

Kapil Batra, executive creative director, McCann India, says while people want to celebrate the big moments of life, they are few and far between. So it might be a good idea to savour the small victories of life. The team wanted to link up Alpenliebe with these small moments of joy. Celebrating these moments not only enhanced joy, but also deepened family bonds, reminds Batra.

Given that the category is crowded, the challenge for the team “was to create differentiation in communication”. “Make a person remember the communication by breaking through the clutter in a way that is funny, memorable and relatable,” adds Batra.

The confectionery market in India is estimated to be Rs 7,900 crore and Perfetti Van Melle leads the market with a 22 per cent share. The market is highly price sensitive and even today, 50-paise candies contribute nearly 72 per cent of the segment volumes. Perfetti Van Melle India increased the brand’s prices last year and re-launched Alpenliebe as Alpenliebe Gold.

“The brand’s performance in urban markets has been better than rural and going forward we plan to take on the challenge of regaining lost ground in rural markets, while growing the business in urban markets with aggressive marketing,” says Keskar.