Alpenliebe Juzt Jelly: Adults as candy grabbers; a strategy to reclaim lost volumes
Campaign details
Brand owner: Perfetti Van MelleBrand: ALPENLIEBE JUZT JELLYCountry: IndiaIndustry ConfectioneryMedia: TelevisionBudget: 1 - 3 million
Executive summary
This is the story of Alpenliebe Juzt Jelly, a candy in an unconventional jelly format that experienced one of the most successful launches yet ran into a rough patch. We shifted the stakes from 'novelty' and 'excitement' to 'irresistibility'. We then executed a 'strategic switch' of the target audience by capitalizing on an insight that was the...