Perfetti Van Melle India has launched a new advertisement for their lead jelly brand Alpenliebe Juzt Jelly, which highlights the Bear and Bottle shaped jellies in the portfolio in an entertaining manner crafted by McCann.
The new ad is aimed at positioning Alpenliebe Juzt Jelly as the ‘Enabler of family fun’. Its intent was to feature the two shape jellies – Bottle and Bear together in the campaign. They were brought as live characters in ad to make the storyline more engaging.
The core target group for the brand continues to be the family. The ad indicates that there are moments when the family wants to come together and have a fun time. Alpenliebe Juzt Jelly fits in perfectly here because it is juicy, it has fruity taste and good ingredients.
The ad portrays one such situation where the idea of family fun centered around Juzt Jelly characters.
Watch video here:
Rohit Kapoor, director marketing - Perfetti Van Melle India, said about the strategy and TVC, “At Perfetti, we are constantly reminding ourselves of our mission, ‘Always innovating what confectionery can do’.”
“This is evident not just in our product innovations but also in who we are targeting. With the new TVC, we wanted to reach out to kids in lively cute manner and also to the entire family to promote shared consumption of jellies,” he added.
Kapil Batra, creative head, McCann Delhi, said, “To bring Alpenliebe Juzt Jelly’s shapes (bottles and bears) alive, we have created a world where these shapes, in addition to being irresistible, also have a mind of their own.”
“Like in this film, how the bottles and the bears try to outsmart each other for their survival in this fun-loving family. We are optimistic about this campaign, and want to take this banterbaazi forward,” he added.
The film will be aired on major TV channels in India.
Checkout previous ads of Juzt Jelly