Perfetti Van Melle India: Halloween treasure hunt with AJJ

Juzt Jelly, a jelly brand, partnered with voice-enabled storytelling app, HiVoco, to launch a Halloween voice-interactive treasure hunt to sell out of limited edition Halloween packs and establish a connection with Gen Alpha in India.

Campaign details

Brand: Perfetti Van Melle IndiaAgency: WavemakerRegion: APAC

Strategy

Objective

The brand wanted to strengthen its positioning of "Family Mein Masti Chali" and re-instate the USP of the product from its competitors that Juzt Jelly is made with real fruit goodness comprising of 25% fruit pulp.

Halloween in India is growing over the years, this was a perfect opportunity for the brand with a clear objective to be sold out with the limited-edition packs. For the kids, brand wanted to create an engaging, interactive, and memorable experience, capturing their attention in a way that...

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