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Humans become rockets in Alpenliebe's latest commercial

Conceptualised by McCann India, the campaign for the brand's Jelly Bottles shows how the lure of the candy with 25 per cent fruit pulp can turn humans into imaginary rockets

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Humans become rockets in Alpenliebe's latest commercial

Humans become rockets in Alpenliebe's latest commercial

Conceptualised by McCann India, the campaign for the brand's Jelly Bottles shows how the lure of the candy with 25 per cent fruit pulp can turn humans into imaginary rockets

BestMediaInfo Bureau | Mumbai | February 24, 2017

Alpenliebe Click on the Image to watch the TVC.

Perfetti Van Melle India has launched a new campaign for Alpenliebe Juzt Jelly's 'Jelly Bottles' that are available in cola and mango flavours. The candy brand has played a pioneering role in building the jelly category in India and claims to be a dominant name with nearly 50 per cent market share.

Conceptualised by McCann India, the commercial starts with a kid asking his mother for a bottle to light a rocket. To his surprise, the mother offers him a Juzt Jelly Bottle, confidently asserting that it can make a rocket fly. The kid is perplexed and what follows is a tale of engaging visuals of 'human rockets.' The campaign ends with its proposition, '25 per cent Fruit pulp, banaade 100 per cent deewana.' The new offering has been launched in two sizes -- at Rs 10-25.

Mandar Keskar, Associate Category Director, Perfetti Van Melle India, said, “PVMI is the first to bring jellies in exciting bear and bottle shapes to the Indian market. These products add a new dimension to the jellies category and have us helped expand aggressively. We are sure that new Alpenliebe Juzt Jelly Bottles will be loved by the consumers as much as the Fruity Bears.”

Kapil Batra Kapil Batra

Kapil Batra, ECD, McCann India, said “The challenge was to make the bottle shape the hero, while keeping the irresistible proposition of Juzt Jelly intact. With this copy, I think we have done that quite well. It's fun, its clutter-breaking and I'm sure kids are going to love this as much as the Juzt Jelly Bottles.”

The launch will be supported with advertising on television, digital activity and on-ground visibility tools.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2017/02/Alpenliebe.jpg

Credits:

Client: Perfetti Van Melle, India

Perfetti Van Melle, India team: Rohit Kapoor - Director Marketing; Mandar Keskar - Associate Category Director; Saurabh Suri - Group Product Manager and Karan Budhiraja - Brand Manager

Creative Agency: McCann India

CEO and Chairman (Asia Pacific): Prasoon Joshi

ECD: Kapil Batra

Creative Team Leade: Sameer Kumar

Account Management: Nutan Sooda - General Manager and Ashelsha Shukla - Senior Brand Leader

Production House: QED Films

Director: Dadu

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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