Case Study

Categories Name : C. SOCIAL MEDIA

Sub-Category : C03. Use of Rich Media / Video / Interactive Content

Campaign Name : Alpenliebe Mango Popfills

Brand Name : Alpenliebe

Agency Name : Group M (Wavemaker)

Results

In an overcrowded confectionery market, standing out requires more than sweetness, it requires unforgettable experiences. Alpenliebe Popfills Mango did just that: delivering the joy of mango without the mess, with its crunchy mango shell and creamy center. The challenge? Translating this unique ‘Lick & Chomp’ experience into the digital space where the target audience, kids and young teens (8–14), actually spend time: casual mobile gaming. Alpenliebe partnered with AnyMind Group via its mobile marketing platform POKKT to create a bespoke playable ad inspired by Match-3 games. In a 10-second burst of fun, players matched juicy mangoes and creamy centers on a branded grid, progressing toward the reveal of the Popfills lollipop. Each tap mimicked the real-life discovery of the candy’s creamy core — turning product sampling into play. The impact was immediate and measurable: 15%+ engagement rate (vs. industry average of 8–10%) 1.51% CTR, surpassing benchmarks 82% VTR, higher than category norms Brand lift study confirmed stronger flavour recall and positive sentiment This campaign didn’t just advertise a candy, it reimagined flavour discovery through interactivity. By blending nostalgia, innovation, and gamification, Alpenliebe created an experience that kids wanted to play, remember, and share, proving that the sweetest brand moments today are the ones made interactive.