Chupa Chups: Chuck Studios - a new publishing model for branded games

David Webster
Bartle Bogle Hegarty

Campaign details

Brand owner: Perfetti Van Melle
Agency: Bartle Bogle Hegarty
Brand: Chupa Chups
Country: France, Italy, Poland, Saudi Arabia, United States
Industry: Confectionery, Websites, online services, apps
Media budget (USD): Up to $500k
Channels used: Branded content, Games and competitions, Online video, Public relations, Social media, Word of mouth and viral

Executive summary

This case study describes a revenue-sharing partnership between BBH Asia Pacific, the agency, and Perfetti Van Melle - owner of the lollipop brand, Chupa Chups - to develop high quality branded games at low cost, under the Chuck Studios name. BBH had previously worked with the Chupa Chups brand when it gave birth to the Chuck character as part of its 'Life Less Serious' brand campaign. The character had gained a global footprint of millions of engaged fans on social media. This paper outlines the development of a new model whereby in exchange for a share of revenue, Chuck Studios provided social game developers with seed-funding and use of the Chupa Chups' brand IP along with access to its global online fan community and marketing support. It makes the case that this arrangement is both sustainable and scalable and creates mutual incentives for both developers and Chuck Studios to produce best-in-class games, and to operate and monetise them over time.

Campaign background