How a tooth fairy helped Alpenliebe with a 100% price hike

Harshvardhan Sahni

Confectionery brand Alpenliebe used a TV, print and digital strategy to introduce a price hike in India.

Campaign details

Brand: Alpenliebe GoldBrand owner: McCann WorldgroupCountry: IndiaIndustries: ConfectioneryMedia channels: Games & competitions, Online video, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Sponsorship - media, Television, Websites & microsites Budget: 1 - 3 million

Executive summary

India is one of the most price-sensitive markets in the world. And here, the confectionery market is one of the most price-sensitive categories. Around 72% of the hard-boiled candy segment is priced at 50 paise (100 paise = one Indian rupee). And almost 44% of consumers in this category comes from rural India,...

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