Alpenliebe Candy: The Soft Side of Tough

This case study discusses how Alpenliebe, the soft candy brand, increased sales in China with an emotional campaign message.

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...

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