Mondelēz International, the leader in the chocolate bars category in Russia, has released Alpen Gold Max Fun, the recent blasting development. A large bar with the segments of different form and original mix of ingredients will provide a blast of joy to any party.

“Alpen Gold Max Fun is one of a kind chocolate bar. It contains such unusual ingredients as marmalade and bursting caramel. The size of the bar is 160 grams, which communicates it will be suitable for a large gathering. The very name of the product conceals the sensations you can have tasting it. Max Fun — the maximum of fun! This chocolate bar has all potential to become a real best-seller,” says Ksenia Ivanova, the head of marketing group in Mondelēz Rus.

The supporting promotional campaign has been developed in cooperation with Ogilvy & Mather, international advertising, marketing and public relations agency. “The taste of mind-blowing fun!” was chosen as the slogan of the campaign.

The TV ad, supporting the launch of the new product, shows that “mind-blowing” taste of Alpen Gold Max Fun is able to cheer up even the most bored gathering. The scene is set in a museum. The story tells us about tired museum attendants who at the end of the working day decide to try Alpen Gold Max Fun. Mind-blowing taste of the chocolate is so impressive and exhilarating that they are forced to do red-hot dance in line with the world celebrities. This music video was made by the team of professionals including Commercials Director Andy Lambert and choreographer Egor Druzhinin.

“The product like Alpen Gold Max Fun deserves unconventional and bold approach. We wanted it to stand out not only in the shelf but in the block of ads. Thanks to the custom lyrics and inspiring choreography we have been able to demonstrate the activities and fun Alpen Gold Max Fun can bring to any party. Max Fun ensures the maximum fun!” says Anna Kudryavtseva, junior brand manager of Alpen Gold.

Alpen Gold Max Fun chocolate bar is manufactured by the chocolate factory in the town of Pokrov (Vladimir Region). It has already been available at the points of sale throughout Russia.

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Mondelēz Rus has been working in Russia for 19 years being the leader in chocolate bars, freeze dried coffee and biscuits categories. It ranks second in chewing-gum sales. Mondelēz Rus owns favorite Russian brands: Jacobs Monarch and Carte Noire coffee, Alpen Gold, Milka and Picnic chocolate, Yubileynoe (jubilee) biscuits, Barny Bear biscuits, TUC salty snacks and Dirol chewing gum.