Titled 'True Valentine Tales', the campaign has been conceptualised by JWT India and features the first video called Puppy. The video shows the story of a couple who came together by sharing their puppy. Published on the brand's YouTube channel on February 10, the video has so far received more than six lakh views.
The campaign is also being promoted on Twitter with the hashtag #toloveistoshare, where people are asked to share their real valentine stories and be a part of the campaign.
The brand has always been marketed around the idea 'To love is to share'. In August 2013, the brand was launched with TV commercials that revolved around the sharing ritual and bring meaning to the USP for Nestle Alpino, 'To love is to share'.
The Alpino TV campaign comprised two TVCs, both showing married couples sharing a moment in their homes. By setting the scene with one of them sharing the wrong thing, the storyline builds on Alpino's sharing ritual and brand proposition in a natural and engaging way. The product shot is integrated within the overall storyline, hence allowing all these different elements to seamlessly come together within 30 seconds.
The brand is also looking to encourage consumers to 'share' the message on social media.
Nestlé Alpino is an international brand in Nestlé's confectionary portfolio since the 1950's. It now comes to India as Nestlé's first premium brand.