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Alpenliebe one of the early brands under the Perfetti Van Melle stable was initially launched just as a candy. Encouraged by the success if this rich creamy caramel candy, the group launched Alpenliebe lollipop.
A strong brand that dared to defy conventional approach to branding, be it in the choice of name, the shape and available flavours. The brand name,otherwise a challenge was turned into big differentiator and advantage as it helped create an international image, this at a time when Indians were going crazy about foreign brands and products. The candy, India’s first round shaped candy was extended even to the lollipop. With three tempting flavours of Rich milky caramel, cream strawberry and cola vanilla, the product did more than justice to the flavours owing to real cream as an ingredient. Alpenliebe was a lollipop that lasted long with a great taste that lingered on longer.
The brand positioning of ‘Lagey Raho’ reflected in the communication, not just communicated the product experience but went beyond. It communicated the pleasure of the long lasting lollipop. In the year of launch (2001) Alpenliebe become the market leader with 46% market share, while the category at large was de-growing. Over the last few years the brand has continued to lead the market with over 40% market share. The Brand was supported through above the line communication and simple activation, promotions etc.
Maintaining the imagery whilst also making the brand more endearing.
Lollipop has always stayed in the kids domain, almost a birthright! It is a memory that every individual would have consumed a lollipop atleast once in their life and truly relished it. But somehow, as part of growing up, largely through teenage, early adulthood and as full grown mature adults we seem to have grown too big (read mature) to enjoy the simple pleasures.
Alpenliebe Lollipop supports the ideas that simple childhood pleasures and experiences can be re-lived even when one is no more a child and thereby growing the audience base of lollipops beyond just kids. |
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