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Lotte appoints Rediffusion as creative agency for candy business

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | May 26, 2008
Lotte has allotted an ad spend of more than Rs 10 crore for its candy business. The strategic intent and planning for the brand by Rediffusion and its past experience on Godrej's Nutrine and Maha Lacto helped it clinch the business

Lotte & #BANNER1 & # India has roped in Rediffusion DY&R as its creative agency. The agency will be in charge of the advertising for the candy and toffee business of the group, including brands such as Coffy Bite, Lacto King, Eclairs, Butter Scotch, Coconut Punch, Caramilk, Fruitz, Shakthi and Lacto Bon Bon.

JWT was the incumbent agency. Out of the 10 brands in Lotte's basket, four have a strong presence in the market. These are Coffy Bite, Lacto King, Eclairs and Butter Scotch.

Yun Kang Jung, general manager, marketing, Lotte India, says, "While we were looking out for agencies which can partner our creative duties, we happened to get in touch with Rediffusion. They had wide experience in brands that are related to our target group. They had an impressive strategic approach, credentials and an understanding of the market and target group. We found them perfect for our business."

The company has allotted an ad spend of more than Rs 10 crore for its candy business. The company considered several options before settling on Rediffusion. The strategic intent and planning for the brand by Rediffusion, as well as its past experience on Godrej's Nutrine and Maha Lacto helped it clinch the business. The agency's current work on brands such as Airtel and Colgate and its understanding of television as a medium also played an important role in it being chosen.

Minakshi Achan, executive vice-president and executive creative director, Rediffusion South, says, "This is a significant win for the Chennai office. The candy and confectionery category is extremely exciting and gives us a huge opportunity to do some great work on Lotte."

J Janardhanan, branch and business head, Rediffusion Chennai, says, "We presented our thoughts on the strategy process, which was in line with their overall business objectives. The focus will be to work towards strengthening the already strong brands, generate cash flow out of those brands, and utilise the cash flow for new products."

The candy and toffee market is valued at about Rs 1,600 crore. The South Korean multinational, Lotte Group, was incorporated in 1967 and has a global presence. It has business interests in diversified industries such as confectionery, hospitality, food and beverages, retail chains, restaurants, dairy products, financial services, trading, pharmaceuticals, entertainment, construction and petrochemicals. Lotte Confectionery is the flagship company of the group in the food and beverages category. In 2004, Lotte acquired Parry's Confectionery.

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