Chupa Chups is the iconic lollipop, but the confectionary category is fiercely competitive and even the best brands need to keep moving to stay relevant. What kind of short-term promotion could Chupa Chups do to boost their cut-through and spike sales?
Strategy
Stakeholder Management
Co-Brand Identity
Packaging & POS
Marketing Collateral
Online Microsite
Competitions
Focussing on Halloween, when sales of sweets go into overdrive, we proposed a temporary redesign to package Chupa Chups as the perfect Halloween treat. This would be complemented by a strategic brand partnership to make the campaign an event.
We partnered Chupa Chups with the family-friendly frights of Hotel Transylvania 2, the latest instalment of Sony Pictures’ hit franchise. This gave Chupa Chups a fresh story to tell and striking imagery to help it stand out on shelf in new packaging and a high impact POS unit that ensured store prominence.
As part of the spooky redesign, we created a Chupa Chups container that provided plenty of sweets for parents to give away to Trick-or-Treaters, but then also became a colourful treat bucket for their children to collect their own Halloween haul.
This was augmented by Hotel Transylvania temporary tattoos to help get kids in the Halloween mood, and a major competition to win a trip to Hollywood.
