Alpenliebe Juzt Jelly PR & Influencer Case Study | Candy Brand Marketing | Case Studies

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BRAND OVERVIEW

Juzt Jelly

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!

INDUSTRY

FMCG

Campaign Name

Making Juzt Jelly More Than Just A Jelly

SERVICES

PR & INFLUENCER MARKETING

The Problem

01.

Confectionary category in India- the single most competitive

Forget detergents, soaps, motorcycles and smartphones. The single most cluttered and competitive category in India (probably the world) is confectionary. With almost 50% of the market unorganized and a mind-boggling number of brands, sub-brands, line-extensions, variants, flavours and shapes makes this is a truly difficult one. Adding to the challenge is that the dominant price point is Rupee 1 and the main SKU the 1-rupee mono. This is because the Indian market is very price sensitive and the dominant channel is the local kirana. Consumers (mostly kids) buy 1 or 2 monos at a time which means that driving volume is very difficult, margins are very slim and sustaining a relationship beyond the kirana is next to impossible.

02.

The soft Jelly format- the newest kid on the block

As a result, there is a tendency to stick to the tried and tested variants. You may occasionally try a new brand, but by and large consumers want to make a safe decision and stick with the same format (lollipops, mints, eclairs, hard-boiled) and/or the brand they know the best. And soft-jelly format is the newest one. In fact, Alpenliebe Juzt Jelly was the first nationally launched soft jelly candy (2012). It soon saw impressive growth. But by 2019 the situation had become grim. Other copycat brands soon emerged. If that wasn’t challenging enough, it was constantly trying to convince kids and adults alike to make the switch from the more familiar candy formats.

The Objective

Things came to a head in 2018 when the brand saw de-growth. We had to fix the situation, and we had to do it fast. And the way we saw it, we didn’t have a choice. It wasn’t enough to sell more candy. We had to drive volume per user. We couldn’t afford a consumer buying 1 or 2 mono packs. We had to get them to buy the 10 rupee or 25-rupee bags that contain upto to 25 jellies. Consider the boldness of this move. In category dominated by the 1-rupee price point and the single mono-pack, we were aiming to get consumers to buy a whole bagful! Specific objectives are given below. 1) From de-growth in 2018, return to at least a 5% growth. 2) Increase contribution of the Rs 10 and Rs 25 bags to the overall portfolio sales by at least 10% 3) Drive engagement scores, brand affinity and brand love metrics 4) Above all- do this in a way that stays true to the brand’s positioning roots

Our Approach

01.

Picking the right influencers

We knew that the only way to bring this alive, was to get the launch right. And to get that right, we had to have the most credible influencers. So we partnered with some of India’s most imaginative, well-known chefs loved by Indian moms; Amrita Raichand: Chef and judge on Punjab De Superchef, Saransh Goile: Known for the acclaimed food travelogue ‘India on my platter’ and the famed winner of the Food Food Maha Challenge, Shipra Khanna: Winner of the 2nd season of MasterChef India, Meghna Kamdar: Banker, Mompreneur, Youtuber and host of, Meghna’s Food Magic, she has almost 1.5 million followers across channels, Ajay Chopra: Restauranteur, Chef, Judge on MasterChef India, Kanak Kathuria: Famed for her Youtube channel ‘Kanak’s Kitchen’

02.

Re-imagining desserts

The typical approach to influencers is endorsement based on follower base, but we wanted a deeper relationship. All the chefs mentioned above were imaginative, bold and some of them, like Meghna, had switched careers for their love of food. We asked our chef partners to re-imagine desserts using Juzt Jelly and curate a series of novelty, specialty desserts and what followed were some very interesting takes on popular dessert staples like cakes and cupcakes as well as more exotic creations peanut butter bites, Strawberry Cheesecakes and Cake Pops These were then shared by the chefs on YouTube and other social media channels. This was covered widely in national and local media.

03.

Earning the cultural license

To further drive consumption and integrate Juzt Jelly with the cultural aspect of cuisines, we launched a series of desserts specially made for festivals like Diwali, Ganesh Chaturti, Durga Pooja and Raksha Bandhan. This further increased the usage occasions and catchment area for the brand and gave enormous versatility to the use case scenarios. We even tied up with Baskin Robbins to launch a special flavor of ice-cream

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AWARDS & RECOGNITION

Campaign Name

Award Name

Making Juzt Jelly More Than Just A Jelly - Alpenliebe Juzt Jelly

Afaqs Marketers Excellence Awards 2021

Making Juzt Jelly More Than Just A Jelly - Alpenliebe Juzt Jelly (Perfetti Van Melle India)

Afaqs Marketers Excellence Awards 2021

More than just a Jelly - Alpenlibe Juzt Jelly

Effies 2020

More than just a Jelly - Alpenlibe Juzt Jelly

ET Brand Equity DigiPlus Awards 2020