Young love blossoming, a son telling his mother in office to take a break, or a young child asking her grandfather to romance her grandmother – there are ways to express love all around and Lotte India wants the Choco Pie to represent them all. Replacing lot with lotte, the brand is working on making the brand connect stronger and more relatable to audiences.
The campaign is a montage of four short films. Two of them portray the innocent exchanges of love and affection between children. Another captures the poignant exchange between a mother and her son and the fourth has a child asking her grandparents to share a pie. Each film ends with the tagline ‘Love and Lotte’.
The campaign conceptualised by Mumbai-based creative boutique Cut the Crap (CTC), includes TV and digital advertising, print, outdoor, on-pack innovations, and on-ground activation.
Milan Wahi, Managing Director, Lotte India, said, “We are delighted to be rolling out our new marketing campaign for our beloved flagship brand, Lotte Choco Pie. Our everyday life is filled with fleeting moments of love and care that make life beautiful. We wanted the essence of this to be captured and celebrated with the sweetness of Lotte Choco Pie. As category creators, we continue to enjoy a strong market leadership and through this campaign we want to connect emotionally with our target audience and become a part of their small, joyful moments. This brand campaign creates a truly novel language for Lotte Choco-Pie with a new world of lingo filled with emotions and emojis that will uniquely connect with our targeted customers.”
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