Alpenliebe celebrates 25 years of Sweet Indulgence in India

Commemorates milestone with delightful campaign to thank consumers for their continuous love and p

New Delhi: Alpenliebe – the iconic candy brand from the house of the global confectionary group Perfetti Van Melle marks 25 glorious years in India. One of India’s most-loved candy brands, Alpenliebe has been helping consumers create sweet memories with its delectable portfolio of deposited candies, filled candies and lollipops.

Introduced in 1995, Alpenliebe made way into the hearts of consumers with its unique deposited candy technology and innovative pillow-pack packaging. Its rich and smooth taste established a strong emotional bond with consumers, true to the brand essence of ‘bringing hearts closer’. Apart from the core offering of caramel candy, Alpenliebe has been extended into multiple formats across the years - Deposited lollipop (2003), Filled caramel candy (Creamfills, 2006), Liquid filled fruit candy (Mangofillz, 2009) and into deposited Jellies in 2012.   

To mark this milestone Alpenliebe packs will carry a special commemorative logo throughout the year. Alpenliebe has also planned a consumer engagement contest to help Alpenliebe families create sweet memories. The campaign would be supported by a special TVC aired on TV and digital mediums. As part of the contest, 25 lucky winners stand a chance to win Holiday vouchers worth Rs 1 lakh. Participants can also win  Zoop by Titan watches every 25 minutes during the contest period.

Link to the TVC - Alpenliebe 25yrs TVC

Speaking on the occasion, Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India said, “It has been a great innings for Alpenliebe in India especially on the back of product innovations and memorable campaigns over the years. We have created a strong, innovative product and marketing playbook which caters to the ever evolving consumer needs under the brand portfolio. 25 years later, we can take pride in saying that Alpenliebe has been successful in delighting consumers with its variants and flavours, and the core essence has remained relevant and engaging.”

Commenting on the milestone and the launch, Rohit Kapoor, Director - Marketing, Perfetti Van Melle India said, “It has been an amazing journey for the Alpenliebe where the brand played the role of creating the category. Alpenliebe’s superior indulgent experience, category first innovations and heart-warming communication done over the years managed to win consumer preference. We would like to thank our consumers for trusting us with their love. This milestone besides celebrating Alpenliebe’s 25 years of Indian journey in India also celebrates the journey of the brand going beyond just being a candy but being a connector – for families and relationships. The current campaign is another attempt to engage with our consumers and provide them an opportunity to deepen the family bond”

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