Cadbury India Limited, India’s leading confectionery company today announced the launch of a new marketing campaign for its leading mints brand ‘Halls’. The new campaign will support an enhanced product offering and seeks to strengthen brand appeal for Halls.
The integrated marketing campaign consists of a high profile TV commercial featuring actor Vinay Pathak which communicates the new brand positioning “Cools throat and gives Intense Cooling” in a humorous and engaging manner. The new positioning is unique to the category, as most other brands position themselves on breath freshness.
Halls is available in 3 distinct flavors – Mentholyptus, Ginger and Orange. Halls Mentholyptus is the best selling variant and is the largest contributor to the brand sales. The New Halls offers a superior tasting formulation & the dual benefit of cooling the throat. The product has been redesigned to create a rounded eating experience for consumers.
Commenting on the launch, Sanjay Purohit, Executive Director – Marketing, Cadbury India Ltd said, ” Currently, the Mints category is growing at a rapid pace. The enhanced product offering supported by the advertising campaign will augment a fresh appeal to brand Halls.”
The all-new Halls is available in all major retail outlets and chemists across the country. Special Halls Jar with a blue tinge will be placed to increase visibility for the brand.