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It is a Caramel Candy with a cream filled center. It was launched as a brand extension of alpenliebe as an innovation in 2005 but within four years it has carved its own identity.
This brand has been built upon the premise of a “Wonderful Surprise” which was extended to the iconic baseline “Kuch Alag Achanak” and the brand grew from strength to strength both in the market and in the consumer mindset. As category of candy had hardly seen any innovation in terms of taste or format, this product offered both a combination of taste and new format of filled candy became an instant hit among the kids.
It has no current flavors in the present format but has an extension in the form “Xtra” – a larger candy in the filled format. Xtra has two additional flavors – Coffee and Mango.
Creamfills is positioned on surprise where one gets more than expected, as the base line says “What a surprise”.
When launched it was an innovation and the only candy available with a filling inside and till 2009 the positioning was of “Kuch Alag Achanak” as one does not expect filling inside a candy and this differentiates it from other candy available in the market.
As the consumer had been exposed to theme of kuch alag achanak, it was repositioned to “What a Surprise” as this line connected more and had universal appeal.
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