Lotte Confectionery announced on September 29 that it will launch a new advertising campaign for its flagship product, Choco Pie, from October 1 ahead of the biggest holiday in India.
The catchphrase of this advertisement is "India Ka Pause Button". The company changed "Life" to "India" from the catchphrase "Life Ka Pause Button", which has been in use since 2010. This is to emphasize that Choco Pie is India's representative pie.
In this advertisement, various people of all ages appeared and expressed the most enjoyable moment in life with Choco Pie, expressing delicious Choco Pie in a happy atmosphere.
The company has recently re-established the design manual of Choco Pie sold in more than 50 countries and standardized the package design.
Lotte Confectionery has also established an overseas sales strategy to develop marketing in each country based on a unified concept under the global 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 a steep double-digit growth every year.
Lotte Confectionery plans to nurture Choco Pie as a global mega brand through more aggressive marketing strategies, starting with the Indian market, one of the main bases for overseas Choco Pie, and plans to air advertisements in Russia and Pakistan at the end of the year.
Meanwhile, Lotte India is currently operating two Choco Pie factories in India and is selling about KRW 40 billion won a year.
