In 2010, Alpenliebe introduced Juzt Jelly into the Bangladesh market - a delectable range of juicy and pulpy jellies with unique shapes and flavors. Alpenliebe Juzt Jelly with real fruity pulp and luscious texture, embodies the goodness of real fruit, thereby making it an irresistible offering that is hard to ignore. Over the years, Alpenliebe Juzt Jelly has successfully captured the sweet tooth & imagination of consumers. Currently it is the second bigger player in the soft candy segment with Strawberry and Green Mango flavors. The brand is synonymous with the jelly category itself and is most popular amongst kids (8 to 12 year olds). To appeal to a wider age group, in July 2020, Perfetti Van Melle Bangladesh introduced the tantalizing ethnic variant "Juzt Jelly Chutney" in a lip-smacking spicy tamarind flavor. Even amidst COVID-19 closure and restricted trade environment, Juzt Jelly Chutney received positive response from the traders as well as the consumers. From August, the variant set out for national launch, followed by the thematic campaign "Mon Chailei Chutney". With an endorsement of "ethnic" taste, the Chutney variant has a great potential to appeal to the AJJ consumers as well as young adults and their families. Hence, it is imperative to drive more trial for this new variant. However, the recent trade & social environment brings more challenges to a new brand to enter consumer households and drive trial. Since consumers now mostly stay at home, spend lesser time at trade, and hardly spend any time at social gatherings, there are lesser touchpoints to reach the target consumers. Also, candy being an impulse category, may not always be a priority on their shopping list. As the new brand manager of Alpenliebe Juzt Jelly how would you devise a 6 month-long campaign calendar to drive awareness and subsequent trial of this newly launched product with a budget of BDT 5 Million. 1. As the Brand manager it will also be your duty to ensure your product gets as much exposure as possible, hence, the correct promotional tools should be used. Now the question is, would you choose the traditional way or the unconventional way to promote your product? Justify your choice of promotional tools (traditional or unconventional) and how you would deploy them. liko them. In conjunction with that, mention what your activation strategy would be to inte