Ogilvy & Mather Takes Fun Seriously in Chupa Chups Campaign
Perfetti Van Melle India, started producing Chupa Chups Bubble Gum filled lollipops earlier this year in India. After a very good start with this product, Perfetti, the market leader in confectionery, has now introduced a range of soft candy offerings - Chupa Chups Sour Belt and Sour Bites, which are playful and exuberant fun.
The unique first of its kind offering will surprise consumers with its tongue tickling sweet and sour taste in delicious Strawberry, Raw Mango and Mixed Fruit flavors. The distinctive shapes and textures of both the products naturally lend themselves to playful consumption.
The first product is Sour Belt, where the soft chewy candy is offered in a unique belt shape and offers fun ways of enjoying the product. The offering will be available in a single pack at ₹5 in Strawberry and Raw Mango flavors, and also in an 8pc tray pack at ₹30 containing multi-coloured belts in Mixed Fruit flavors.
The second product, Sour Bites, offers a differentiated experience of multi-coloured bite size pieces in mixed fruit flavour. Each bite is a burst of sweet and sour tastes in the mouth. Available in a bag at ₹10 and a larger pack at ₹30, it would be great for sharing with family or friends, and for on the go consumption.
In a statement, Mr. Ramesh Jayaraman, Managing Director, Perfetti Van Melle India said: We are delighted to expand the Chupa Chups portfolio in India with the launch of Chupa Chups Sour Belts and Sour Bites. Our recent launch, Chupa Chups Bubble Gum Filled Lollipops, has received a very positive response from consumers. With this launch now of Sour Bites and Belts, we are raising the innovation bar further. Substantial investment has been made in the manufacturing line, and we are delighted once more to be the first in India to bring a major innovation to the market. The Chupa Chups fun personality is inherent in these offerings and their distinctive shape and textures offer great scope for playful consumption.
Elaborating on the launch, Mr. Rohit Kapoor, Director - Marketing, said: We are really excited to launch Chupa Chups Sour Belt and Sour Bites, innovative soft candy offerings with ‘sweet and sour’ sprinkles on top. These are extremely successful formats in some international markets and it was indeed a challenge to bring these delightful offerings at mainstream price points in India. These offerings also provide us a perfect opportunity to carve out a new ‘sweet-sour’ segment in the confectionery market. The launch will be supported by a communication campaign on the ‘take fun seriously’ platform, that includes a new TVC, point of purchase material in general trade, visibility drive in Modern trade and digital campaign targeting the brand’s core teenage audience.
The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The commercial shows a school principal entering an examination hall to make an important announcement. The kids sit up, alert, wondering what’s next. Then in a very serious tone of voice the principal introduces Chupa Chups Sour Belt and Sour Bites to the kids and demonstrates to them the different fun ways in which the products can be had. The unexpected announcement adds fun to the serious atmosphere of the ongoing examination.
Commenting on the campaign, Anurag Agnihotri, Executive Creative Director, Ogilvy & Mather Mumbai said: It’s a delight to create a fun piece of communication for a product that’s so true to its brand philosophy. The new Chupa Chups Sour Belt and Sour Bites commercial brings alive the positioning of ‘Fun ko seriously lo!’ in a cheeky and humorous manner.
The campaign will air across all major national and regional channels and digital media as well.
Advertiser: Perfetti Van Melle India Pvt Ltd
Creative Director: Rajiv Rao
Executive Creative Director: Anurag Agnihotri
Group Account Director: Ankita Singh
Creative Agency: Ogilvy & Mather
President: Kapil Arora
Account Executive: Kovid Ummat
Senior Creative: Saurabh Dikshit, Shahrukh Irani
Vice President: Vishwajeet Rana
Category: Food , Sweet
Genre: Comedy , Dialogue , Digital , PR