Alpenliebe is a brand of confectionary giant Perfetti Van Melle. The situation in China is that Alpenliebe is predominantly known as a hard candy with not many people knowing it has soft milky chews.
To advertise the soft product variant, BBH China have further defined Alpenliebe’s brand territory of ‘kindness’ to having the feeling of ‘tenderness’.
The idea: You can’t be tough when chewing soft Alpenliebe.
The story is about a tough dad who comes home early, and discovers his daughter has snuck a boyfriend into the house. He catches the boy in the act of trying to exit over the balcony to escape his wrath. But instead of breaking the poor boy’s bones, he turns tender, to his own surprise….
Adding to the humour is the casting of the father in the ad. In Chinese TV he is quite well known for playing tough guy roles.
Agency Credit: BBH China
