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”


Latest Reads
‘Myntra Fashion Superstar @MTV’ - India’s only digital fashion reality show, returns for its second season

Myntra announces the return of its hugely popular, Myntra Fashion Superstar - a one of its kind digital fashion influencer talent hunt and reality show. Myntra Fashion Superstar @MTV is set to go live on Myntra's own content destination, Myntra Studio and its YouTube channel, India’s no. 1 youth...

MAM Media and Advertising Ad Campaigns
Philips launches a digital campaign #StyleThatSpeaksForYou

Philips India today launches a digital campaign  #StyleThatSpeaksForYou, with the purpose to re-ignite woman’s love for their hair and need to take care of them. The genesis of this campaign is from a simple observational insight that women use their hair to express themselves in small ways every...

MAM Media and Advertising Ad Campaigns
Mobile Premier League (MPL) signed as principal sponsor of both KKR & TKR

NEW DELHI: The Knight Riders and Mobile Premier League (MPL), India’s largest esports and mobile gaming platform, announced today that MPL will become the principal sponsor for both the Knight Riders Franchises in IPL & CPL - Kolkata Knight Riders (KKR) and Trinbago Knight Riders (TKR).

MAM Media and Advertising Sponsorship
Nilon’s launches #AchaarWithVichaar as latest campaign

NEW DELHI: Nilon’s India, one of India’s oldest food companies, has launched its latest new media campaign #AchaarWithVichaar, featuring some of the top content creators of India and its most beloved fans. 

MAM Media and Advertising Ad Campaigns
Gradeup ropes in Kartik Aaryan

NEW DELHI:  Gradeup ropes in Bollywood actor Kartik Aaryan for the launch of Gradeup Super. The 29-year-old actor will be seen endorsing the brand’s vision to become the most effective exam preparation platform for students in India. The actor is known for his seamless dialogue delivery and...

MAM Media and Advertising People
Pradeep Dwivedi elected as IAA vice president and area director for Asia Pacific

NEW DELHI: Eros STX Global Corporation CEO Pradeep Dwivedi has been elected as the vice president & area director for the International Advertising Association (IAA) APAC region. He is a senior media industry professional and is currently treasurer and director of IAA India chapter.

MAM Media and Advertising People
Savour McDonald’s falling fries in this new AR Instagram Game

NEW DELHI: In the era of social distancing, virtual interactions have taken a new shape and form to connect with each other. Providing a perfect solution to the lockdown woes, McDonald’s India North & East in partnership with Swiggy has launched an exciting AR game filter ‘Fries Down Challenge...

MAM Media and Advertising Ad Campaigns
BharatPe partners with Laqshya Media Group

NEW DELHI: The #S Campaign has been conceptualised by Laqshya Media Group in partnership with BharatPe to spread awareness on social distancing and the use of hand sanitisers. ‘#S’ stands for Staying Safe during COVID. 

MAM Media and Advertising Out Of Home
"We see TV channels as partners rather than vendors": Havas Media Group’s Mohit Joshi

A seasoned professional, Havas Media Group MD India, Mohit Joshi, is known within the industry for his sharp acumen and quick knack to adapt to changing trends. With his role expanding in the agency as Anita Nayyar moved on in May.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required