Chupa Chups: "Chuck's Cup – A Less Serious World Cup"
BBH
BACKGROUND
In 2008, BBH launched Chupa Chups’ new brand idea with the help of a new brand mascot, Chuck, and his ‘Life less serious’ philosophy.
Chuck’s key role in communications quickly became apparent: as a personable ‘face’ of the brand, he offered numerous opportunities to engage culturally diverse, global audiences across a variety of different channels – from traditional favourites like TV, to more recent additions to the mix like social media.
However, in early 2010, Chupa Chups faced a tough challenge: the brand knew that a...