BRANDED CONTENT STRATEGY
CHUPA CHUPS Ana Raluca Balbae, Christina Johantgen, Jasmyn Scaramella, Kildine De Saint Hilaire, Valeria Rey
THE BRAND Chupa Chups was founded in 1958 in Asturias by Eric Bernat, which has in mind the idea of creating a product that "would be like eating a sweet with a fork" . The original name was GOL, changed to Chups in 1960 and finally to Chupa Chups in 1963. The Chupa Chups logo was designed by Salvador Dali at the height of his fame as a surrealist painter. He also suggested that the logo be placed on top, rather than the side, so it could always be seen. Originally the flavour produced were 7, we can count now more than 100, sold all over the world.
THE VISUALS Colorful Alternative Relatable Local Playful
In line with the Chupa Chups identity without being too childish or polarizing. Appealing to creative millennials.
THE PILLARS Humor Spanish heritage Creativity and art Having fun and “taking life less seriously”
THEÂ PERSONALITY Whimsical Youthful Free-spirited
TARGET AUDIENCE English speaking people aged 15-30 interested in creative arts and spanish culture. Avid consumers of digital content and current creative events.
OLD CAMPAIGNS Campaign to substitute daily life habits like the electric cigarette, biting glasses/ pen for a lollipop.
OLD CAMPAIGNS Shows the fruity taste of the lollipop & the explosion of flavours.
OLD CAMPAIGNS Promotes the absence of sugar in candy.
INSIGHTS The past campaigns are clever, colourful, fun, witty, and ask the audience to take a jump in logic.
THE ARCHETYPE Modern, carefree, young adult with a fun and creative passion. He as a regular job, but hopes to make his passion a real success.Â
THE BIG IDEA A “day in the life” of a Spanish rapper who does music to express himself and hopes for a big break. The aim is to look inside the (w)rapper to follow his journey and go behind the surface.
THEÂ STRATEGY Insert Chupa Chups into the territory of conversation of rap music in order to attract and engage a younger audience.
PRODUCTION PLAN The video will be shot in La Tabacalera, a self-managed social centre in Madrid dedicated to arts. It will feature a Spanish rapper that will talk about his ambitions and passions that multicultural environment.
THE TALENT Aspiring asturian rapper living in Madrid. Bilingual in Spanish and English.Â
LIGHTING SCHEME For the outdoor shots, natural light in the shadow will be used. For the indoors, neon lights.
MAKE UP AND HAIR The medium long hair of the rapper will be tied in a knot, out of the way to see the face.
STYLING / PROPS The styling will be casual. The talent will be wearing a Hawaiian shirt and shorts with Ray-Ban sun glasses. Props: paper and pen to write rap, sunglasses and earphones.
MOCKUPS
MOCKUPS
THANK YOU!