Alpenliebe Candy: The Soft Side of Tough

Tian Li

Campaign details

Brand owner: Alpenliebe Candy
Agency: BBH Shanghai
Brand: Alpenliebe Candy
Country: China
Channels used: Cinema, Online video, Social media, Television
Media 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 and so achieve a corresponding spike in sales.

Alpenliebe Soft Milky Chew was a tiny 2%. The low visibility was further escalated by the fact that the soft chew category was extremely cluttered, with 13 better-established brands contributing to over 60% of the category sales, particularly China's historical favourite: White Rabbit.