Chupa-Chups: White Day Campaign
Campaign details
Brand owner: Perfetti Van Melle Asia Pacific Pte., Ltd.Lead agency: McCann KoreaBrand: Chupa-Chups Country: South KoreaIndustry ConfectioneryMedia: Events & experiential, Mobile & apps, Outdoor, out-of-home, Social mediaBudget: Up to 500k
Executive summary
Chupa-Chups had been the no.1 but was now losing market share in the candy category. The White Day culture in Korea contributed largely on Chup-Chups sales and market share. In 2013, the brand achieved 25% of market share, but in 2015 it had dropped down to 17%. Rebuilding brand...