Company Website

https://www.perfettivanmelle.com.cn/

Product concept, highlights and added value

Alpenliebe Incredible Chew range is the leader in Alpenliebe Soft candy family. In recent years, this Incredible Chew range has been loved by consumers for its chewy and non-sticky taste, as well as its rich fruit flavor. In order to further enhance the influence of this range and expand the bouncy chewy candy industry, we have keenly captured the strong demand of young consumers for multiple sensation through various data reports and seized the consumption blue ocean in the candy market. As a result, we have launched a new product with the creative concept - add jelly dots into chewy candy. Double texture candies collide freely in the mouth, each bite will be full of surprises.
This is the first time that chose a combination of "celebrity+IP", quickly expanding the exposure of new products through creative advertising and Weibo live streaming activities, lighting up GenZ's fun time!

Product Images

Please briefly describe how your product communicates with consumers

-Product positioning: As the first "mixed" product of the Alpenliebe, with outstanding chewiness and unique inside, it aims to bring consumers a brand-new taste experience.
-Target audience: Gen-Z consumers who love innovative products and pursue chewiness, rich fruit flavor, and multi sensation.
-Creative concept: Adding the bouncy jelly dots into classic chewy candy, brings consumers an irresistible 1+1>2 feeling.
-Packaging upgrade: We have chosen light pink and bright yellow as the product colors corresponding to the flavors, which also fit the dopamine color favored by young adults recently. The highlight of the packaging lies in the use of bright reflective metallic color as the base color in the printing process, highlighting the sub brand "Incredible Chew", which can attract consumers' attention to the product and brand.
This marketing campaign combines famous idol and cute IP, not only empowering double internet traffic to quickly expand product awareness, but also creating interesting effect through the creative combination of these two, which is in line with the positioning of the Incredible Chew product. Luo Yizhou, as a new generation singer and actor, is deeply loved by young consumers. Nailong, an active IP favored on various social media platforms, be famous for its cute and adorable appearance. And the target audience for these two is precisely the new product.
This campaign has received widespread attention on various social media platforms. The official promotion video also reflects the characteristics of the product through the combination of the real world and animation. The media launch has received positive responses, and the click rate has continued to grow, showing the strong appeal of the product and its partners in the market.

Product Images

Ingredients List Photograph

Launch Date

2023-8

Target Consumer

Young Adults

Weight/Volume per Pack

45g

Price per Item

5.5元

Storage requirements

常温储存（Normal Temperature Preservation）

Marketing Area

Mainland China

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 其他销售渠道 零食渠道