Lollipops often take us back to the carefree fun days of our childhood. While we all enjoy having a Lollipop, do we know that there is actually a day to celebrate the Lollipop- the World Lollipop Day? To celebrate this special day, Chupa Chups, the iconic confectionery brand from the house of Perfetti Van Melle introduced their ‘Color Your Tongue’ campaign. The campaign has been curated for the brand’s young consumer-base to celebrate the Lollipop’s birthday in a novel and quirky way.
Pegging Chupa Chups lollipop in a typical teen avatar, the first leg of this campaign started with dropping hints on the internet about what makes 20 July so special – like it is for any excited teen before their birthday!
Eventually the campaign unveiled a Digital film which shows a bunch of teens celebrating our lollipop’s birthday. With this film the brand encourages young consumers to ‘Color their tongue’ with the new Chupa Chups Blueberry lollipop which further enhances the celebration.
This film opens with a teenage girl who pops Chupa Chups lollipop that colors her tongue blue. Excited about celebrating Lollipop’s birthday, she urges her squad to join her in celebrating World Lollipop Day. However, seeing her uninterested batchmates, she starts losing her enthusiasm as well. To match her energy, one of her friends breaks into song and dance. Seeing their infectious energy, the whole group starts singing, wishing Lollipop a happy birthday. The entire sequence is supported by an uplifting track that not only builds the excitement but resonates well with the brand philosophy of ‘Forever Fun.’
Stating the thought behind the campaign Rajesh Ramakrishnan, managing director - Perfetti Van Melle (PVMI) said, “Chupa Chups is guided by the positioning of ‘Karte Raho Fun Fana Fun Fun’ and our celebratory campaign for World Lollipop Day further enhances this spontaneous, cheeky, child-like fun experience of having a lollipop. Our goal is to keep the engagement with our young consumers forever fresh, and we hope that this product and campaign finds its way into their hearts and minds- just like all our prior campaigns.”
The campaign has been conceptualized by Ogilvy and is on air starting July 20th. Commenting on the campaign Ritu Sharda, Chief Creative Officer, Ogilvy North added, “Who knew a day like World Lollipop Day even existed. And if there was a brand that could own this day, it had to be Chupa Chups. With the Colour Your Tongue lollipop, we found the whole act of showing off your coloured tongues, irreverent, in a fun way. So we took this child-like act and turned it into a wacky happy birthday song to celebrate World Lollipop Day”
As an extension to the campaign, the brand has also associated with teen influencers to continue with the buzz around the moment and build on the curiosity as several consumers wished the lollipop a very Happy Birthday.