Alpenliebe Juzt jelly: How to sell candy at a 5000% mark-up

Harshvardhan Sahni

Juzt Jelly, a confectionery brand, increased sales in India by expanding its target market to include adults as well as children.

Campaign details

Brand: Alpenliebe Juzt JellyBrand owner: Perfetti Van MelleLead agency: McCann WorldgroupCountry: IndiaIndustries: ConfectioneryMedia channels: Events & experiential, Online display, Outdoor, out-of-home, Packaging & design,  Point-of-purchase, in-store, Print - general, unspecified, Product sampling, Sponsorship - media, TelevisionBudget: 1 - 3 million

Executive summary

Juzt Jelly was facing a unique problem in India; it had become a victim of its own success. Its successful launch in 2012 was followed by other brands copying its 'soft jelly' format. This meant that its sales started to plateau and research showed that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands