Chupa Chups has long been known for its lollipops. However, the brand was struggling to gain traction for its other confectionary products due to the overriding success of its lollies. With a new proposition, “Forever Fun”, it wanted to encourage consumers to sample and play with the new Mini Tubes and Bites to raise awareness that it isn’t just a lolly brand.
Our objectives to support this messaging were:
• Get consumers to sample the new Mini Tubes and Bites
• Encourage engagement through gamification with prizes
• Encourage participation and dwell time in an immersive experience at Barcode
Barcode is known for hosting multiple FMCG brands vying for attendees' attention. Our research showed that outside networking with other FMCG colleagues, many festivalgoers seek entertainment and exposure to new products at the event. To stand out, we needed to create an experiential marketing activation that allowed adult consumers to play and, most importantly, have fun to tie in with the brand’s key proposition.
We decided to embrace the nostalgia of guests’ childhoods with an experience that felt like they could relive their youth. So, we created a playful, adult skate park experience with games, sampling and photo ops to spread the “Forever Fun” message far and wide.
We kickflipped into GroceryAid’s Barcode festival with an iconic Chupa Chups experience. Promoting its “Forever fun” slogan, we excited attendees to play like big kids in an immersive graffitied skatepark with tasty samples of its Mini Bites and Mini Tubes.
Festivalgoers jumped on a skateboard connected to a motion detector camera to compete in a world inspired by Chupa Chups’ Roblox game. Picking avatars like unicorns or punk rockers, they swooped through the streets, dodging spiky objects to win branded merchandise.
A funky photo op, boom box seating, flashing traffic lights and giant lollipops (naturally) rounded off the experience, making it a standout at Barcode!
