Like every year, chocolate brands have come up with new innovative strategies to get the attention of the consumers during valentine’s week.
One unique trend we are seeing is from the co-working spaces in metro cities to the gigantic MNCs (and even the Municipal Corporations) - ‘conversational tech’ is having its day in the sun. With smart notifications and interactive messages now becoming mainstream on WhatsApp, some brands are taking their game - on the world’s largest messaging platform - to a whole new level.
Key player among them in this growing conversational-tech space is Tarsense Technologies Pvt. Ltd. (Tars), a B2B SaaS startup that has just announced a brand new partnership with Nestlé India, the Indian subsidiary of the world's largest food and beverage company. Consequently, as a result of the partnership is a unique customer engagement campaign.
Be it the quirky theme or the use of Gen-Z lingo, Nestle India’s intention here is to connect with young consumers in a fun and innovative manner, leaving them with an incredibly smooth customer engagement experience, delivered through their favorite app, i.e. WhatsApp.
Ish Jindal, CEO, Tars said, “WhatsApp Marketing is no longer a rocket, awaiting its confirmation code. It’s already taken off. Sooner or later, every major business will make a WhatsApp play - just like Nestle did through us.”
Also, there is a new KITKAT Love Break campaign that brings a new unique pack of products under the brand.
Rupali Rattan, Head - Confectionery Business, Nestlé India said, “KITKAT Love Break campaign recognizes that the youth today want to be unique in their expressions. Building on this truth, KITKAT wanted to personalize the packs to make their breaks special during this season of love. The millions of unique packs will let youth express themselves in the way they want to and how they define their special relationships”
Again, Cadbury 5 Star, the iconic brand from Mondelez India, has launched an innovative campaign that attempts to save singles from the dreaded question - 'What are you doing on Valentine's Day?’. Encouraging them to respond with “I’m not in town…I’m going to my cousin's wedding”, the brand has planned the perfect solution for singles to stay away from roses and reds that are more like blues.
Taking its proposition of ‘Do Nothing’ a step ahead, the campaign aims to fight off the pressure of celebrating Valentine’s Day in its traditional sense. The brand has taken over an island located off the coast of Karnataka and renamed it ‘My Cousin’s Wedding’ - the perfect alibi for singles looking to get away from the pool of love and cliches. Consumers can join the fun by simply scanning the special Valentine’s Day Cadbury 5 Star packs, which will lead them to the NothingCoin website to mine coins and stand a chance to bid for the island along with winning other exciting gifts.
Speaking about the campaign, Anil Viswanathan, Vice President, Marketing – Mondelez, India, said, “Being at the heart of the country’s youth culture, Cadbury 5 Star has always communicated narratives that are witty and relatable. As a brand that truly understands Gen Z, we wanted our Valentine’s Day campaign to represent singles - to not only help them steer away from the awkward questions but also give them the experience to sit back and do nothing; bringing back the Cadbury 5 Star promise with elements of humor and quirk intact.”