Chupa Sticks To Salacious In Ad Tests - Chupa Chups lollipop ads - Brief Article

Brandweek, March 5, 2001 by Mike Beirne

Chupa Chups stays a bit naughty in print ads currently testing in consumer focus groups that could be included in a $12 million print, radio and outdoor campaign with heavy sampling this spring.

One execution, via D'Arcy, St. Louis, features close-up shots of people sucking lollipops with "Licalize It" stamped across their faces. Another concept uses the lollipop symbol: a vertical line with a circle on top-to convey playful messages like, "Me, Myself" and the lollipop symbol. Another ad flashes the universal symbols for man, woman and the lollipop.

Then there's the concept showing the playful salaciousness for which the Spanish candy maker is known, with scantily-clad women against pastel backgrounds. Headline: "Lick Me."

The primary target for the ads, which will hit fashion, film and music magazines, are 12-24 year-olds. But, the marketing strategy is intended to reach down to the younger crowd without professing to be a kiddie confection.

"Kids today grow very fast and are very brand-conscious and know exactly what they want," said Jordi Ferre, Chupa Chups vp-marketing. "Seven-and 8-year olds look at what teens are doing so they grow out of Disney movies much faster than they did in the past. If you find a way to market to that teenager or young adult, the kids will follow."

Distribution for Chupa Chups includes grocery and mass merchandise stores, outlets that the brand is finding itself in more frequently thanks to a 15-year distribution and marketing deal with M&M/Mars (Brandweek, Sept. 4). The deal extends Chupa's reach beyond South and West Coast c-stores, strengthens Mars' non-chocolate offerings and gives Mars a piece of the fast-growing lollipop category.