MUMBAI: JWT has conceptulaised the new campaign for Nestlé Alpino with the idea of ‘to love is to share.’

The campaign is another step to build Nestlé’s premium confectionery portfolio.

Discussing the creative thought behind the Alpino, JWT executive creative director Nitin Pradhan said: “The fundamental task was to launch Alpino with a communication platform that was unique to the product. We figured that ‘Sharing‘ in a product like this was intrinsic and hence ownable as an idea. However one had to be careful about sharing not becoming a preachy or a mushy cliché while talking to couples (across age groups) and that it gets introduced in a fresh way. So, we kept the films light-hearted yet real, on the everyday wisdom of sharing and how ALPINO is ‘the best thing to share‘. It helped us make communication that‘s sticky for couples of all ages and get an engaging creative platform for the brand.”

The campaign is live on TV with a heavy media plans. The TVCs are also being screened on YouTube, and was promoted on the Facebook Logout page.