Alpenliebe Juzt Jelly brings in another innovation

21 Feb,2017

By A Correspondent


There is new advertising from the McCann Worldwide stable for Perfetti Van Melle India for Alpenliebe Juzt Jelly brand which has launched Jelly Bottles in cola and mango flavours.


The key advertising task was to communicate the new bottles made with 25per cent fruit pulp and the campaign delivers well on it. The commercial starts with a kid asking his mother for a bottle to light a rocket. To his surprise, the mother offers him a Juzt Jelly Bottle, confidently asserting that it can also make a rocket fly. The kid is left perplexed and what follows is a tale of extremely engaging visuals of human rockets.


Commenting on the launch, Mandar Keskar, Associate Category Director, Perfetti Van Melle India said: “PVMI is the first to bring jellies in exciting bear and bottle shapes to the Indian market. These products add a new dimension to jellies category and have helped expand market aggressively. We are sure that new Alpenliebe Juzt Jelly Bottles will be loved by the consumers as much as the Fruity Bears.”


On the communication, Kapil Batra, ECD, McCann India said: “The challenge was to make the bottle shape the hero, while keeping the irresistible proposition of Juzt Jelly intact. With this copy, I think we have done that quite well. It’s fun, its clutter-breaking and I’m sure kids are going to love this as much as the Juzt Jelly Bottles!”


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