Hershey India's Launch its Sofit Protein Cookies - Conceptualised by Vibgyor

Marketing | November 15, 2018 | News

Vibgyor Brand Services

Hershey India Private Ltd. entered the biggest category in packaged foods, with its ‘Better For You’ cookie on Tuesday, November 13, 2018, at Tote on the Turf', Mumbai. The new member in Hershey’s family ‘Sofit Protein Cookies’, is a delicious product which combines the crunch of a cookie with the goodness of Protein, Omega-3, Fibre, and Vitamins. 

Vibgyor Brand Services conceptualised the entire press launch for the all-new Sofit protein cookies.  More than 100 media personnel including business and entertainment media, bloggers, digital Influencers were part of the iconic launch. A unique Hershey history wall with milestone pictures from the rich 100 years old legacy of the Hershey Company was installed in the pre-function area. The highlight was the Sofit Energy Wall showcasing the importance of three important ingredients of Sofit’s Protein Cookies – Protein, Omega-3, and Fiber.

The launch began with Herjit S. Bhalla, MD, Hershey India Pvt. Ltd. sharing leadership insights and evolution of Sofit through the years. An unconventional high energy revelation act was performed to reveal the product, where acrobats propelled down from the ceiling and out of the shadows for a one of a kind parkour performance. At the end of this high energy Parkour Act John Abraham, Bollywood actor and Sofit Brand Endorser and Herjit Bhalla launched Sofit protein cookies with a rotating life-sized Sofit Protein Cookies pack and Confetti Shower. Post the revelation, John talked about his association with the brand, the new product and how it would help him to keep his energy levels up with that extra boost of protein. 

Commenting on the launch of Sofit Protein cookies, John said, “I have been proud to represent Sofit, because it cares about providing protein and nutrients to consumers who seek better ways to snack. The launch of Sofit Protein Cookies continues this journey. I am happy that Sofit has introduced a tasty way to consume nutrients in the form of crunchy cookies which can provide them the energy to do more.” 

Kunal Wadiwala, Sr. Account Manager, Vibgyor says, “Vibgyor worked closely with Hershey India for one of their biggest launch-Hershey’s Kisses in India. The biggest challenge for Sofit Protein Cookie launch was to highlight its USPs and ingredients in a unique way, to generate maximum PR and media attention. Vibgyor came up with the perfect concept to overcome this challenge and its flawless execution led us to witness a unique launch which delighted our client and sufficed their expectations."

Vibgyor recently executed Hershey India's Sofit protein cookies launch which was held at Tote on the Turf, Mumbai.

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