Disruption In The Candy Category By Alpenliebe Juzt Jelly
Juzt Jelly decided to sell itself not as a candy, but as 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 not just the daily lives of kids but of each family member! These are best enjoyed straight out of the wrapper and also mixed in your favourite delicacies, after all, they are more than Juzt Jellies!
De-growth in 2018 and the need to sustain in competitive brand category
Find out ways to get our consumers 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 Onground
Step 6: Collaboration 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 Subscription
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