Parle Products has launched a new campaign for its Smoothies Butter Candy, placing the spotlight on the product’s blend of butter, cream and caramel.
The campaign focuses on the candy’s richer formulation, with a higher proportion of butter and cream designed to deliver a smooth, melt-in-the-mouth experience. Through the communication, Parle aims to establish a clearer point of difference for Smoothies in the confectionery category.
Rather than positioning the product around generic indulgence, the campaign centres on its specific combination of ingredients and texture, highlighting the creamy and buttery taste experience offered by the candy.
Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said, “Consumers today are increasingly looking for more distinctive taste experiences, and product differentiation plays an important role in shaping their choices. Smoothies Butter Candy stands out with its rich combination of butter, cream and caramel, with a higher amount of butter and cream that gives it a smoother and more indulgent character.”
He added that the campaign aims to bring this product difference to the forefront and give consumers a clearer reason to choose and experience Smoothies.
With the latest campaign, Parle Products is looking to strengthen the positioning of Smoothies Butter Candy by building its proposition around its richer blend of butter and cream, complemented by caramel.
