Alpenliebe Juzt Jelly: Adults as candy grabbers; a strategy to reclaim lost volumes

This case study shows how Alpenliebe Juzt Jelly, a candy brand, turned its declining Indian sales numbers around by refocusing its target audience from children to adults.

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...

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