Alpenliebe Eclairs' Tree of Wishes spreads cheer

Fever 104 FM in association with Perfetti Van Melle's Alpenliebe Eclairs and Maxus Global, conceptualised an activity during the Christmas season last year involving a 'Tree of Wishes' to forget the worries of the past and make wishes for the New Year.

Alpenliebe Eclairs was launched with the promotional line- 'Simply Irresistible'. The company rolled out the activity based on the concept that Christmas is a time when people want to forget their worries and be happy. The activity was carried on in the Delhi market brought alive the brand promise of 'Momentary relief from the daily grind'.

Talking about the initiative, Munir Lamba, Brand Manager, Perfetti Van Melle, told Adgully, "Alpenliebe Eclairs is one of our new launches. Tree of wishes was a great initiative by Fever 104 FM where consumers forgot all their worries and in an upbeat mood made their wishes for ensuing year. We partnered with them as it was in sync with our communication proposition that on consuming the product one becomes oblivilous to all pain. It was great to see so many consumers enjoy sampling our product and make their true wishes for 2011. It was also very heartening that we could help in a small way to bring a smile to special children from Make a Wish foundtation who were given Alpenliebe Eclairs hampers by Jyotiraditya Scindia among other gifts."

Elaborating on the initiative's mass appeal, Lamba, pointed out, "Eclairs is consumed across age groups starting from young kids to adults. Through this initiative, we wanted to reach as many consumers as possible and engage with them. We eventually touched consumers across categories during the activity."

The initiative gauged a good response from the consumers and was a successful in terms of the brand breaking into the market. | By Prabha Hegde [prabha(at)]


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