Alpenliebe sculpture certified as top of the lollipops

A birthday cake-shaped sculpture, made of Alpenliebe lollipops by young employees of Italian confectionery giant Perfetti Van Melle and a team of volunteers in Shanghai, was certified by the Guinness World Records as the largest of its kind in the world on May 27, marking a new step in the company's brand image in China.

The sculpture, constructed using 123,480 lollipops, stood at an impressive 2 meters in height, width and length. All the lollipops were later donated to the Shanghai Beautiful Mind Foundation to bring more warmth, love and support to children there.

"This is a breakthrough in our marketing communication. Through our support for the creation and donation of this sculpture, Perfetti Van Melle aims to champion the concept of 'bring hearts closer', fostering a culture of love and joy among consumers," said Purple Quan, director of marketing and e-commerce at Perfetti Van Melle Confectionery China.

"We aspire to foster deeper emotional and social connections among individuals, empowering them to fully explore, share and savor the joys of society," Quan added.

Creating value

The colossal lollipop sculpture is just one aspect of the company's efforts to foster social value in China. In recent years, through a series of marketing initiatives that prioritize delivering value beyond mere candy to consumers, the company is dedicated to generating moments of happiness and fostering stronger ties among individuals, with a specific focus on rejuvenating the brand's legacy among the younger demographic, according to Quan.

Since 2020, Perfetti Van Melle China has held the annual "Bring Hearts Home, Hand Out Candies for Love!" Spring Festival marketing campaign, aiming to connect with consumers through emotional resonance.

"We hope we can call on more people to express their love and kindness through a simple sweet lollipop," Quan said.

In 2020, the company crafted a long chain composed of 9,999 Alpenliebe lollipops, a feat that secured it a Guinness World Record as the longest of its kind at the time. All the lollipops were donated to the Blue Ribbon Autistic Children's Organization, encouraging individuals to convey their profound, unspoken emotions through the symbolic gesture of lollipops.

The company also joined hands with the game Eggy Party and the Ice Cream & Tea chain brand Mixue to introduce co-branded products to serve the demands of young generations.

"We aim to go beyond merely commemorating sweet moments; our goal is to provide consumers with candies that serve as tokens of love," Quan said.

China development

Beginning operation in China in 1994, Perfetti Van Melle has become a famous candy company in the country, serving as a loyal companion to generations of consumers. The beloved brands under its umbrella, including Alpenliebe, Chupa Chups, Mentos and Big Babol, are part of the sweet memories of Chinese people. Even in recent years, with concepts such as sugar reduction, sugar-free products, weight management and decreasing birth rates trending in the Chinese market, Perfetti Van Melle continues to maintain its dominance in China.

"In 2023, we achieved a remarkable beyond 20 percent sales revenue increase in China and we anticipate that this positive momentum will continue throughout the current year," Quan said. "Our Alpenliebe lollipops have maintained the leading market share position in China over decades."

Quan emphasized that innovation is a cornerstone of Perfetti Van Melle's success in China. The company consistently introduces new products to offer consumers novel experiences. One notable example is the Chupa Chups Sour Belt series, renowned for its unique flavor profiles and stylish designs. This product has swiftly garnered popularity, particularly among the younger demographic, and emerged as a viral sensation on the internet.

Furthermore, Perfetti Van Melle China's dedication to innovating its product formulations by integrating healthier ingredients such as fruit juice, honey and vitamin C to cater to the rising demand for healthier lifestyle choices is a key driver of its growth.

Additionally, the company's expansive sales network, guaranteeing broad availability of its products, is another factor contributing to Perfetti Van Melle's triumph in China.

"We keep surprising our consumers with new products, new flavors, new packaging and new product concepts that will help them enjoy a moment of sweetness and joy in their lives," Quan said.

Looking ahead, Perfetti Van Melle, which has achieved remarkable success in the realm of sweets since its inception in China 30 years ago, will strengthen its commitment in China to bring consumers tasty, quality and innovative products.

"We take an active approach and always think ahead. We are present where consumers are," said Quan.

Despite the demand for sugarless products, which is the emerging consumption scenario, traditional sugar-based candy products will continue to sustain their growth, according to Quan.

"As long as there are individuals who appreciate the essence of sugar, traditional sugar products will endure. After all, sugar has long been synonymous with joy and delight throughout history," said Quan.

"Let's view the market as a pyramid. Its tip is those healthier products that can drive breakthrough innovation and new growth. But the base of the pyramid is still traditional candy, which is irreplaceable.

"We will remain committed to being a steadfast companion to generations of Chinese consumers, a role we have proudly upheld over the past three decades in the country."

tangzhihao@chinadaily.com.cn