Chupa Chups introduces dual-flavored Mix Up Lollipop

Brand to leverage its innovation equity to recruit new consumers looking for a differentiated experience
Chupa Chups introduces dual-flavored Mix Up Lollipop

Chupa Chups dual-flavored Mix Up Lollipop

Photo - Chupa Chups

Chupa Chups, one of India’s most loved lollipop brands, has dialed up the fun with the launch of Chupa Chups Mix’Up – dual color, dual flavor lollipop!

Chupa Chups had earlier broken through the category codes with another innovation combining two formats – lollipops and bubble gums (Chupa Chups Gum Filled Lollipop). The new ‘Mix-Up’ variant will reinforce the image of Chupa Chups as an Innovative, young brand, especially for those who seek a full candy lollipop with a differentiated experience.

Chupa Chups Mix’Up comes in two delightful flavors: mango + orange flavor; and watermelon + pineapple flavor. The distinctive orange-red and yellow-green color combinations make the lollipop a feast for the eyes as well as for the tongue! Developed using state-of-the-art technology, the lollipops have been fortified with fruit juice content and Vitamin C that promises a juicy experience to the consumer.

Commenting on the new launch, Rajesh Ramakrishnan, managing director, Perfetti Van Melle India, said, “We are delighted to expand the Chupa Chups portfolio with the launch of Mix’Up. The category benefits from innovative product extensions like this. Chupa Chups Mix’Up will help us recruit new consumers who are looking for differentiated offerings and help in retaining interest from brand loyalists who have more to look forward to. With Chupa Chups, we continue to explore newer, never-tried-before formats to maintain the brand’s growth while up-aging and premiumizing the category.”

The new launch is supported by a TVC building on the brand promise of forever fun among the target audience. The TVC shows many teenage friends having fun by effortlessly mixing the real and virtual worlds - overlaying pictures and videos on their phones onto everyday real-life situations, leading to hilarious outcomes for them and the viewers. All this is inspired by the fruity blast of Chupa Chups, which always espouses the philosophy of ‘Karte Raho, Fun Fana Fun Fun’.

Speaking about the product and the campaign, Rohit Kapoor, director Marketing, Perfetti Van Melle India, said, “With the launch of Mix’Up, Chupa Chups enters the full candy lollipop segment, which in turn unlocks a huge growth opportunity for the brand. Being one of India’s most loved confectionery brands, Chupa Chups has always believed in spontaneous fun. This communication campaign brings alive the same belief. We believe that this launch campaign will increase the relevance for Chupa Chups in the fast-growing lollipop category and improve both saliency and shares for the brand. The campaign shall be provided 360 support with TV, digital, product sampling and POSM part of the mix.

Speaking about the campaign Shahrukh Irani, group creative director, Ogilvy & Mather India and Saurabh Kulkarni, group creative director, Ogilvy & Mather India, said, “Chupa Chups has built its brand image by constantly introducing products that are playable and fun. Mix’Up Candy Lollipop is another such great product. To bring alive the mixing of two flavors, we showed a bunch of teens who turn mundane stuff around them into fun.”

The new Mix Up lollipops will be available in neighborhood stores across the country and for Rs 5.

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