Nestle to tap Cupid to beat tepid growth in chocolates

At a time when the chocolate segment is witnessing tepid growth, Nestle India is hoping to tap the power of Cupid to warm hearts with a personalisation initiative this Valentine’s Day (February 14). The company has roped in author Anuja Chauhan to launch special packs of its premium chocolate brand, Alpino, which will be wrapped in carefully crafted “Love Notes”.

Chauhan, who is known for her romantic novels, has written these customised “Love Notes”, which the company will also later release as an e-book.

Over 3,000 of these special edition packs will be sold across modern trade stores in select metros.

This digital campaign called “Alpino Love Notes with Anuja Chauhan” will also allow consumers to share these messages online. Nestle has also tied up with retail chain More to offer personalised calligraphic cards with every pack of Alpino in select cities.

Nikhil Chand, General Manager (Chocolate and Confectionery), Nestlé India, said: “One of the key trends that is emerging in India, especially in the premium segment, is personalisation. We are taking personalisation to the next level through this campaign.

“The premium chocolate category is competitive and we want to make sure Alpino is uniquely positioned in this segment. We are trying to offer consumers an authentic experience by helping them express love with these customised messages,” he added.

The company, which had first introduced Alpino in India in 2013, re-launched it late last year, with a new formulation and packaging.

“We significantly changed the taste of the product, making it more indulgent and have given its packaging a facelift with a sharpened positioning. We have seen good response,” he added.

Besides the bonbon format, the company recently expanded the Alpino brand portfolio with an imported range of premium chocolate bars.

Despite higher penetration, the chocolate segment has been witnessing subdued growth rates in the past two years.

“Our approach has been to make sure we offer a full spectrum of products across various segments. We have been focusing on being innovation leaders by launching new products such as Munch Nuts and KitKat Duo in recent times which were backed by innovative marketing campaigns,” he added.