Alpenliebe is the flagship brand of Perfetti Van Melle, a global MNC in the confectionery market. The rich, milky caramel toffee entered the China market 15 years ago, and was the number one confectionary brand in China in terms of volume. As competition from other candy brands were rapidly emerging, Alpenliebe realized that while it was still recognized by consumers, it wasn't known for anything in particular. Therefore, there was a risk of being perceived as irrelevant and outdated, in a market that consists of brands creatively engaging with consumers.
Our research showed that happiness, kindness and human potential is one of the most important opportunity areas in which brands can bring about positive change. For China in particular, young people were looking for warmth, reassurance and kindness. As the Alpenliebe brand was positioned in the territory of kindness, we converted kindness into a shared purpose, a social heartbeat and created a movement - Small Acts of Kindness - to inspire, organize and energize millions of Chinese youth to share, appreciate and engage in everyday acts of kindness.
We moved our audience through acts of kindness – and at the same time achieved and exceeded business objectives. There was a 20% growth in brand sales volume and 10% growth in category sales volume. The campaign increased the percent of fans interacting with the brand to 3.21 percent and “Positive power” became a 2012 Top 10 Sina Weibo Hot Topic with Alpenliebe leading the conversation.