By Malay Desai
By: JWT Delhi
A year after its launch campaign, Nestle’s premium confectionery brand Alpino has continued the initial approach. Unveiling more ‘couple conversations’, the films again portrays situations where one of them mentions something awkward, followed by the voiceover going, ‘Yeh koi share karne ki cheez hai?’ and showing the hidden message under the chocolate cover. One film shows a girl getting a tattoo when her partner begins thinking of one on another lady; and in another a man reminisces his former girlfriend’s lipstick flavour while his partner is putting on hers. Two more videos feature a compilation of ‘awkward things’ said by girls and guys each.
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Hello world’s largest food company with a host of proven and unproven allegations against your ethics, the good news is that this writer, despite being biased against you, has liked your efforts to remind us of last year’s launch, Alpino chocolates.
Taking on Italy’s Ferrero Rocher and Cadbury’s Toblerone wasn’t an easy deal, and last year’s launch campaign was unique, funny and the Rocher-like packaging might have helped you seep in the market. Exactly a year later, we see the same campaign extended and don’t mind it much.
The route here is to play up ‘sharing’, a buzzword for ice-cream and chocolate brands, and this year’s films harp on the exact ‘awkward moment’ situations of 2013. The straight-faced humour gets new scripts, and we particularly connected with the tattoo film where the guy is obliviously day-dreaming about another lady’s ‘secret part’ tattoo before realising he’s sharing too much.
There are two new films this year though, with a guy and a girl each talking to the camera dishing various bytes of awkward moments. If you’ve seen any of the funny videos produced by our comedy collectives or a Buzzfeed, you’d know where this share-able video content is inspired from. It’s a route we see a lot more brands taking in the future, especially for the web.
That said, the ‘premium’ feel of sophisticated settings and a gentle background score adds value to the objective, especially with the usage of black-and-white.
You’ve not scored another customer though, Nestle, for this writer isn’t compromising on his policy of not buying Nestle products. #justsaying
(To watch these film, look up the Nestle Alpino channel on YouTube link)
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