Chupa Chups: 'Chuck' Cup - A Less Serious World Cup

Chupa Chups, the confectionery brand, wanted to create an engaging campaign during the soccer World Cup but lacked the media budget to engage Asian audiences directly via traditional media channels.

Chupa Chups: "Chuck's Cup – A Less Serious World Cup"



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...

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