Tuesday, February 09, 2010

Brand Update : Alpenliebe

Yet again another subbrand taking a personality on its own. The brand in question is Creamfills Alpenliebe. The brand launched as a subbrand is now famous because of some smart creatives.
Creamfills Alpenliebe was launched in 2006 specifically for the Indian market. The product idea and the brand name was devised in India. The brand became a huge success and is now exported to China , Poland and other countries ( Source).

Creamfills Alpenliebe although a candy is a different product when compared to Alpenliebe. While Alpenliebe is a hard candy, Creamfills comes with a creamy core.

The brand came into limelight with some very smart advertisements. One such campaign I like was the " Daddy Khar Main " ad

Watch the ad here : Creamfills Daddy ad

The ad smartly communicated the core positioning of the brand. Creamfills is positioned as a candy with a " surprise cream core " inside. The ad had the tagline " Kuch Alag Achanak " translated to "Suddenly Something surprising ". The brand uses the " Surprise " angle to convey the creamy core of the product. The ad was a big hit so was the product.

Last year, Creamfills launched another campaign . The ad was one of the best I saw in recent times.

Watch the ad here : Creamfills Lions Ad
Like the earlier ad, the new TVC reinforced the positioning of the brand of the surprise core. The ad seems to be expensive but worth all the money spent on the animation. ( read an interesting story about the tvc here).

What I liked about the ad most is that it is never boring. I have watched it many times but still it is enjoyable and the message is conveyed spot on.This brand is an example of the power of a good idea backed by smart creative execution.

The natural question that comes to my mind is whether Perfetti missed the opportunity to create a new brand rather than launching a sub-brand of Alpenliebe. Creamfills shares most of the brand elements of Alpenliebe like the color of packaging . But the positioning of Creamfills is entirely different from that of Alpenliebe. Although the parent Alpenliebe brand is not going to be significantly affected by this different positioning, I feel that Perfetti could have given Creamfills an independent role rather than being tied up to another brand.

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