Alpenliebe re-creates irresistibility in Ice Age 4

31 Jul,2012

By A Correspondent


Perfetti van Melle India, the market leader in confectionery, has partnered with Fox Studios for the latest marketing campaign for Alpenliebe. The creative for the campaign is set in Ice Age, the internationally successful franchise from Fox, with the release of its latest installment – Ice Age 4: Continental Drift.


The campaign aims to bring alive the “irresistibility” positioning of Alpenliebe. In this TV commercial, Scrat, who is one of most loved characters from the franchise, has turned this attention towards his favourite Alpenliebe. But his greed for Alpenliebe cascades into a hilarious chain of events.


The campaign will surely surprise and entertain consumers and create an excitement around the brand. This campaign can be seen on all leading kids’ channels and on Youtube and Facebook.


Commenting on the initiative, Nikhil Sharma, Director Marketing Perfetti van Melle India, said: “The objective of this campaign was both to bring alive the brand proposition and to entertain our consumers. Thanks to the support we received from Fox Studios, we have been able to produce a TVC that delivers very well on both counts.”


[youtube width=”400″ height=”225″][/youtube]He added: “Scrat’s tireless chase of an acorn is a well established and entertaining part of the Ice Age story and the whole piece fit very beautifully to highlight the ‘irresistibility’ of Alpenliebe – something which is very rarely the case in such associations.”


Vijay Singh, CEO, Fox Star Studios India said: “Ice Age is the most successful animated franchise in India, and highly beloved amongst children and families; we are really pleased on the association between Ice Age 4: Continental Drift and Perfetti van Melle. The Indian team is very passionate and creative. The idea has been seamlessly depicted in the TVC, from the perspective of both Alpenliebe and Ice Age franchise.”


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