Alpenliebe Candy: The Soft Side of Tough
Tian Li
Campaign details
Brand owner: Alpenliebe CandyAgency: BBH ShanghaiBrand: Alpenliebe CandyCountry: ChinaChannels used: Cinema, Online video, Social media, TelevisionMedia budget: 1 – 3 million
Executive summary
With low visibility in an extremely cluttered market, Alpenliebe needed to inject new growth into its soft candy portfolio. By wrapping their Soft Milky Chew around an emotionally resonating story and building the brand equity around 'Kindness in the Heart', this is how Alpenliebe were able to appeal to young Chinese adults, drive increased awareness...