Perfetti Van Melle’s Alpenliebe shows how caramelly candy can ease tension
Alpenliebe, from the house of Perfetti Van Melle, has launched its new ad film “Alpenliebe Kholo, Meetha Bolo,” celebrating how the brand’s rich, caramelly taste can ease moments of friction and bring people closer. By placing its signature indulgence at the centre of the narrative, Alpenliebe highlights a simple truth: words spoken in haste can turn warm moments cold – but its comforting richness has a way of softening interactions and resolving tension.
The new TVC is set at a child’s birthday party, where a guest lands himself in trouble after an impulsive remark is taken the wrong way. Just then, an Alpenliebe candy comes to the rescue — and as the young guest enjoys its rich, caramelly taste, his harsh words are effortlessly transformed into something warmer and more endearing. The film shows how Alpenliebe can step in at just the right moment, turning bitter words sweet and helping ease delicate situations.
The campaign places Alpenliebe’s rich, caramelly taste at the forefront, demonstrating how it can naturally soften conversations and shift the tone of stressful interactions. In today’s fast-paced world, where minor conflicts can easily escalate, it underscores the value of sharing and speaking kindly — a message that feels timely now and will continue to resonate in the future.
Gunjan Khetan, Director, Marketing, Perfetti Van Melle India, said: “Alpenliebe has always been synonymous with spreading sweetness, and now with ‘Alpenliebe Kholo, Meetha Bolo,’ we are extending that philosophy to the way people react in their moments of bitterness. Conversations today often get hurried, transactional, or even strained, but we believe that a little sweetness has the power to transform them and create space for warmth and togetherness. Beyond its rich caramel taste, Alpenliebe stands for enabling these small yet powerful shifts that make life a little sweeter.”
With this new campaign running across TV, digital, and social platforms Alpenliebe is strengthening its connection with consumers across India. Since its launch in 1995, Alpenliebe has been a beloved brand for all ages. Today, it continues to delight with its rich caramel taste while also standing for sweetness can bring warmth.
