Perfetti Van Melle selects creative agency for Alpenliebe

The appointment came after a three-way pitch, which included Leo Burnett and a local agency.

“The idea presented by Lowe was spot on,” said David van der Lei, marketing director at Perfetti Van Melle Vietnam. “Although new on the brand in Vietnam, they were able to create continuity.”

Lowe Asia-Pacific was named by Perfetti van Melle in July last year to launch a new confectionery range in key markets across the region.

Michel Borelli, managing director of Lowe Vietnam, added that Alpenliebe’s brief was to put creative ideas into the heart of popular culture. “So, we’re really pleased to welcome Perfetti as our new client and look forward to producing some great campaigns for them.”

Headquartered in Singapore for Asia-Pacific, Perfetti Van Melle’s broad portfolio of existing confectionery brands include Mentos, Chupa Chups, Alpenliebe, Center, and Happydent. The company's products are currently sold in more than 150 countries.

BBH currently works with five of Perfetti Van Melle’s brands, including Mentos and Chupa Chups (global), Alpenliebe (China) and Frisk and Vigorsol (Europe). BBH Asia Pacific was selected for the Mentos brief in 2010, resulting in the 'Be Momentos' campaign.