Chupa Chups: Unlocking the confectionery potential in young adults

Chupa Chups, a confectionary brand, appealed to young adults, who typically consider confectionery as childish, with a campaign encouraging them to indulge in child-like fun.

Campaign details

Brand: Chupa ChupsAgency: Ogilvy & Mather India

Strategy

Objective

Chupa Chups opened its doors to two new categories for the company – lollipops and extruded jellies – and offered another entry into the high value packs market. Chupa Chups within a year of its launch became category leader in lollipops and gained 7% share in the extruded jellies segment. However, it faced several challenges before its national launch in 2016 as a category in steep decline and a premium offering that was planned for launch in a mass category. Despite above challenges, the brand was...

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