Delhi
Mumbai
Bengaluru

More Than Juzt Jelly

Could candy become a cooking ingredient?

Alpenliebe Juzt Jelly is one of India’s leading soft candy brands launched in 2013 available in different flavours and shapes. These jelly candies are made to add masti to the daily lives of not just kids but of each family member irrespective of their age! They are best enjoyed straight out of the wrapper and can also be mixed in delicacies as, after all, they are more than Juzt Jellies!

The Challenge

De-growth in 2018 and the need to sustain in a competitive brand category.
Find out ways to get consumers to buy a whole bagful of jellies instead of 1 or 2 mono packs.
Drive engagement scores, brand affinity and brand love metrics

Objectives

  • Create new consumers
  • Create new usage occasions

Approach

  • Step 1: Tempting the entire family by launching 2 films
  • Step 2: Picking the right influencers
  • Step 3: Re-imagining desserts
  • Step 4: Earning the cultural license
  • Step 5: Extending product accessibility on-ground
  • Step 6: Collaboration with Gobble Foods and Baskin Robbins

Results

  • 30% Growth of Brand association with family fun positioning
  • 15% Increase in sales of strawberry mono packs
  • 12% Increase in overall sales of Alpenliebe Juzt Jelly
  • 5% Increase in the market share
  • 12MN Organic Subscriptions
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