ITC forays into sour candies segment with Candyman Sourzzz

ITC Candyman announces the launch of Candyman Sourzzz, thus marking its foray into the dynamic category of sour candies. Candyman Sourzzz is a tangy jelly that is sure to tantalise taste buds with its intense flavour profile. These sour candies are designed to embody the brand Candyman’s essence of playfulness and mischief. The offer is sure to bring out the mischievous streak in candy lovers of all ages, especially the younger audience.

To communicate the launch, the brand has also released a new TVC campaign. It captures the essence of sourness with the tagline, ‘Candyman Sourzzz- Hila De Dimaag Ke Taar’. The commercial combines humour and playfulness, effectively showcasing the delightful and sour taste of the jelly and how it delivers ‘mind-tickling’ fun sensations. The campaign builds on the product’s unique flavour, all the while staying true to Candyman’s brand identity of playful mischief and excitement, ensuring that it captures the attention of its younger target audience. The TVC highlights how youngsters are often forced into unnecessary social conventions, but with Candyman Sourzzz, they can reclaim their power in a fun and playful way.

Talking about the new launch, Rohit Dogra, chief operating officer of the Chocolates, Coffee and Confectionery, ITC Foods said, “Sour candies  are gaining tremendous  popularity, and we wanted to bring something truly exciting to this category. Candyman Sourzzz offers an unforgettable,      delightful and tangy experience with a sweet and sour finish and we’re confident that it will become a favorite in no time. At ITC, innovation is key and with Candyman Sourzzz, we continue to push boundaries and bring fresh, exciting products to our consumers.”

Commenting on the new TVC Campaign, Damodaran Nair, president of FCBUlka Bangalore, the agency who ideated the campaign, said, "It was a delightful experience working on the Candyman Sourzzz campaign. Capturing the thrill of sourness in a fun, engaging way was the driving idea behind the ad. Our aim was to bring out the intensity of the candy while maintaining the playful and mischievous tone of the Candyman brand. We are confident that it will strike a chord with the younger audience."

Candyman Sourzzz is set to hit retail stores at an affordable price point of Rs 5. It will be available across key markets in Northern and Western parts of India, including metro cities and Tier II towns, making it easily accessible for consumers to enjoy the tangy and tasty new offering.