Chupa Chups – Using a silent puppet to drive word of mouth

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'.

Chupa Chups – Using a silent puppet to drive word of mouth


Tasked with the challenge of using a silent puppet to drive word-of-mouth about the new Chupa Chups' brand idea “Life's Less Serious”, we adopted a simple but effective strategy to spread the brand message.

We launched Chuck on certain video sharing sites, and watched digital channels closely for consumers who are considered to be super creators. Once these consumers were identified, they were immediately given exclusive access to Chuck content, something they could use to build status in their online communities, whilst also giving them creative impetus...

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