Perfetti, who is the market leader in candy category of the Indian confectionery market ,successfully created a new category of jelly confectionery through the brand Juzt Jelly. Launched in 2012, Juzt Jelly was able to catch the attention of the Indian consumers. The success of Juzt Jelly also prompted ITC to launch the challenging brand Candyman Jellicious.
Juzt Jelly is launched as a sub-brand of Alpenliebe. Alpenliebe launched in 1995 has moved from a sugar candy brand to an umbrella brand endorsing wide range of confectionery products ranging from lollipops,eclairs and jelly .
Juzt Jelly was launched through celebrity endorsement from the Bollywood actress Kajol. The brand had the tagline " mast jelly "
Watch the ad here : Juzt Jelly Launch ad
Later the brand moved to animation based campaign themed Jelly ki Duniya meaning The World of Jelly .
Watch the ad here : Juzt Jelly Animation
The sugar confectionery category consumers are predominantly kids. Hence the animations and jingles catch their attention. The competitor Candyman has taken the jingle route to fight Juzt Jelly. The jingle " Wiggle Wobble " is quite popular. The entry of ITC is set to make the category bigger.
Although Juzt Jelly is available in strawberry , orange and lychee flavors , most of the marketing promotions is concentrated on the strawberry flavor.