The product launch is supported by a TVC conceptualised by Soho Square, that focuses on the irresistible taste of the product
Perfetti Van Melle India (PVMI), the market
leader in confectionery category, is expanding portfolio of its snacks
category ‘Stop Not’ with the launch of ‘Stop Not Stixz’ in addition to the existing two variants – Golz and Disks.
Stop Not Stixz is a tasty, crunchy, spicy
new snack. It will be available in three flavors – Wow Masala, Pudina
Passion and Tomato Tadka. The new range will be available across India
in convenient pack sizes of Rs 5, Rs 10 and Rs 20.
This new product launch will be supported
by a television campaign. The campaign, conceptualised by Soho Square,
focuses on establishing the irresistible taste of the product that one
gets hooked onto.
The 35-second TVC highlights a situation
that possibly happens in every household in India, which is the fight
over the TV remote. The story has two brothers who, in order to get back
the remote, distract their father with a packet of Stop Not Stixz. He
unknowingly tries the snack but gets hooked onto the taste and finally
gives up his remote and the power to watch his favourite programme for a
packet of Stop Not Stixz.
Samit Srivastava, Head – Snacks Business,
Perfetti Van Melle India, said, “It was an interesting way to
communicate Stop Not Stixz. The situation is extremely endearing,
real-life and something every kid can relate with. We are extremely
confident about the new brand and are sure that the new TVC will help
generate excitement amongst kids.”
Anuraag Khandelwal and Satish deSa, ECDs
and Creative Heads, Soho Square, Mumbai, said, “However old we boys get,
once dad is in the room he gets the remote to watch what he pleases
–which is always something very, very boring! Protesting is futile. We
showed youngsters how to turn this power equation on its head – with the
addictive power of the new Stop Not’s Stixz.”
The TVC has been directed by Binay Pradhan of Corcoise Films.
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