Lotte Choco Pie Boosts Local Marketing Ahead of India’s Biggest Party

Lotte Confectionery has announced that it will launch a new advertising campaign for its flagship product, Choco Pie, from October 1 ahead of the biggest party in India. / Courtesy of Confiserie Lotte

Lotte Confectionery announced on September 29 that it will launch a new advertising campaign for its flagship product, Choco Pie, starting October 1 ahead of the biggest party in India.

The slogan for this ad is “India Ka Pause Button”. The company replaced “Life” with “India” from the slogan “Life Ka Pause Button”, which has been in use since 2010. This highlights that Choco Pie is the representative pie of India.

In this advertisement, various people of all ages appeared and expressed the most pleasant time in life with Choco Pie, expressing delicious Choco Pie in a cheerful atmosphere.

The company recently revived the Choco Pie design manual sold in over 50 countries and standardized the packaging design.

Lotte Confectionery has also established an overseas sales strategy to develop marketing in each country based on a unified concept under the worldwide Choco Pie slogan “Happy Moment”.

In overseas markets, Lotte Choco Pie recorded sales of KRW 90 billion won in 2018, KRW 102 billion won in 2019 and KRW 113 billion won in 2020, continuing strong double-digit growth every year.

Lotte Confectionery plans to make Choco Pie a global mega brand through more aggressive marketing strategies, starting with the Indian market, one of Choco Pie’s main bases overseas, and plans to run ads in Russia and in Pakistan at the end of the year.

Meanwhile, Lotte India currently operates two Choco Pie factories in India and sells around 40 billion KRW won per year.

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