Chupa Chups Brand Magazine by thebrenv

COVER Lips soaked in dripping sugar syrup

Thad

Pauline

Thad

I S S U E N O . 1 9 5 8 C H U PA C H U P S

EDITOR’S NOTE Welcome to the 1958th edition of magazine B. Chupa Chups is a popular Spanish brand of lollipop and other confectionery sold in over 150 countries around the world. The brand was founded in 1958 by Enric Bernat, and is currently owned by the Italian-Dutch multinational corporation Perfetti Van Melle. The name of the brand comes from the Spanish verb chupar, meaning “to suck”. In the early 1950s, Enric Bernat worked for an apple jam factory called “Granja Asturias”. After he broached the idea of making lollipops, the investors left. Bernat took over the company in 1958 and renamed it Chupa Chups. He built the production machines and sold a striped bonbon on a wooden stick for one peseta each. Bernat got the idea of his lollipops from his getting sticky hands from melting sweets. Bernat felt that at that time, sweets were not designed for children. Shopkeepers were instructed to place Chupa Chups near the cash register within reach of children’s hands, instead of the usual placement behind the counter. In 1991, Bernat passed formal control of to his son Xavier. The Smint subsidiary brand/company was founded in 1994.

In July 2006 the company as a whole was acquired by the Italian group Perfetti Van Mell A giant Chupa Chups lollipop for sale The Chupa Chups company was a success. Within five years Bernat’s sweets were being sold at 300,000 outlets. When the candy was first created, the lolly sticks were made of wood but they switched to plastic sticks. After the end of the Francisco Franco dictatorship (1939–75), the self-funded private company went international. In the 1970s the lollipops appeared in Japan and Southeast Asian countries such as Indonesia, Singapore, Philippines and Malaysia, as well as Australia. In the 1980s it expanded to the European and North American markets, and in the 1990s to most Asian countries, including South Korea. In China they were manufactured by Tatagum in Panyu, near Guangzhou. As of 2003, 4 billion lollipops a year are sold to 150 countries. The company has 2,000 employees, makes 90 percent of its sales abroad, and has a turnover of €500,000,000. Brenda Lim Si Gin, Chief Editor

I S S U E N O . 1 9 5 8 C H U PA C H U P S

CONT

Introduction

Editor’s Note

Line-Up

Tasty

Features all Chupa Chups’ key flavors

Consumers sharing their connections & love

Timeline of taste

Quotes

Chupa Chups flavours and appearance influence

How is sweet significant in life

Numbers

Outro

Chupa Chups’ status displayed in figure

ENTS 14

Comments

Lollies and sweeties

Chupa Chups on social media

Other sweet brands opinion

Sweet Spot

Pleasures only

Look how Chupa Chups move towards international markets and mark a spot at every candy chain stores

How people incorporate Chupa Chups ino their life

Sweet story

Advertising

Find out Chupa Chupsâ&#x20AC;&#x2122; story

Campaigns that helps build this sweet empire

COMM

“What the best for beach? Lollipop.” #ChupaChups

“LOL LOOK AT MY SHIRT!! IMMA LOLLIPOP!” #ChupaChups

“Pink dusted lollipops” #ChupaChups

“OMG i was so excited when i saw this, literally my favourtie in wheels” #ChupaChups

ENTS

“Childhood addiction that I can’t quit” #ChupaChups

“This is better than a boquet of flowers” #ChupaChups

“Life is always imperfect” #ChupaChups

“Chupa chupa chup” #ChupaChups

COMM

“Have you see her being sexy” #ChupaChups

“Galaxy lips” #ChupaChups

“This is not a tattoo, im crazy over lollipop but not that crazy, you know.” #ChupaChups

“I have nothing to post with so why not?” #ChupaChups

ENTS

“Fits my mood today” #ChupaChups

“I was just watching tv and i dont even know where did he pops out from holding this boquet of “flowers” filled with lollipops hahahahah i love you” #ChupaChups

“Happiness is everywhere, just feel it” #ChupaChups

“GUESS WHAT they are lip balms!!” #ChupaChups

Sticky

LOLLIES AND SWEETIES “Why did you start STICKY??” Michael Gregoire, CEO of CA Technologies, an IT management software company, admits that his favorite interview question is a bit Machiavellian. It never fails to catch people off-guard, and “really reveals what they think about their leadership style,” he says. In theory, there is no right answer, but in practice the role they’re interviewing for determines which way the CEO leans. In a collaborative environment, it’s better to be respected than feared; at a business unit that’s struggling, the stick may be more useful than the carrot. “Why are you here today?” It’s an incredibly open-ended question, but when he asks it in interviews, Gordon Wilson, CEO of Travelport, a UKbased, Nasdaq-listed software firm, is looking for a very specific answer.

“I’m surprised how many times people talk about the benefit of the job from their point of view, versus the benefit that they’re going to bring to the company,” Wilson says. This helps him judge whether a candidate is joining a team or whether “it’s all about me.” Presumably, he’s looking for an even split between the benefits to the company and the person? “At least!” he says. “I’d want 75-25: if you benefit the enterprise the personal thing will come.” “What’s your biggest dream in life?” A little homework goes a long way before a job interview. This certainly applies when facing Zhang Xin, co-founder and CEO of SOHO China, a commercial property developer.

Chupa Chups

LINE - UP Chupa Chups product line reflects 59 years of continous effort by the classic flavours

Basics of the basic Chupa Chup began with 3 exclusive flavours of lollipops: Coke, Strawberry and Grape. Enduring best-sellers to this dsay, these classic flavours laid the groundwork for the brandâ&#x20AC;&#x2122;s growth. Chuapa Chup made a name for itself with a no fuss non sticky sitation for eating sweets. It is made out of sugar, milk, egg, flavourings and infused salt.

Breaking the traditionals Chupa Chup began with 3 exclusive flavours of lollipops: Coke, Strawberry and Grape. Being experimental, they came out with all sorts of different flavours every month. Itâ&#x20AC;&#x2122;s a trial and error, they will eliminate the un-popular flavours and keep the popular ones as one of the default flavour.

Not only the pop Chupa Chup built their famous lollipop empire. Rarely does anyone know, Chupa Chups also did tried to launch chocolates and other sweets but it all did not succeed. They even came out with ice cream lollipop but it was too sweet or rather it couldnâ&#x20AC;&#x2122;t sustain.

TASTY What are they talking about Chupa Chups?

1. Chi Wang | 19 | Chicago, USA Favourite Flavour Strawberry It’s apparently the most popular flavours among all in the States. It’s a delicious fruity combination with another popular basic flavour soda pop. Secrect recipe Place it in some sparkling water or tonic drink to make it interesting.

2. Kareen | 59 | Malaysia Favourite Flavour Soda pop This is my absolute favourite. I can suck on this everyday without changing flavours. Secrect recipe Put it in the freezer for icy soda taste

3. Sharlynn | 24 | Singapore Favourite Flavour Pudding It makes me feel like im eating a pudding without all the hassle, sometimes you just want to eat something not at it’s original form.

4. Shi yuan | 12 | China Favourite Flavour Coke Everyone drinks Coke, but I like to eat it instead. Luckily, its widely popular so basically you can find this flavour in everystore. Try to put it in coke too, coke-ception!

6. Dannel Kim |30| South Korea Favourite Flavour Strawberry It’s apparently the most popular flavours among all in the States. It’s a delicious fruity combination with another popular basic flavour soda pop. Secrect recipe Place it in some sparkling water or tonic drink to make it interesting.

5. Shi lang | 19 | China Favourite Flavour Orange WHO DOESN’T LOVE ORANGE!! It’s like the best version of orange juice, a condensed orange juice in a pop!! Secrect recipe Place it in some orange juice

7. Taesan | 34 | Tokyo, Japan Favourite Flavour Strawberry In Japan we love everything that relates to fruits including lollipop, but my personal favourite will be strawberry, it taste not very artificial. Secrect recipe Place it in some sparkling water or tonic drink to make it interesting.

2. Kareen | 59 | Malaysia Favourite Flavour Soda pop This is my absolute favourite. I can suck on this everyday without changing flavours. Secrect recipe Put it in the freezer for icy soda taste

3. Sharlynn | 24 | Singapore Favourite Flavour Pudding It makes me feel like im eating a pudding without all the hassle, sometimes you just want to eat something not at it’s original form.

Paul Amerci

SWEET SPOT

W H E R E

C A N

F I N D

Y O U ? Chupa Chups had been a neighbourhood branding internationally, their products had been sold world wide as much as more than 50 countries. Chupa Chups do not have their own exclusive retail store, they put their store, within other stores. This is one of the reason why Chupa Chups is so widely known and popular, itâ&#x20AC;&#x2122;s everywhere from you can see and reach. It is easily accessable from your neighbourhood supermarkets, stores to even high-end shopping malls. Chupa Chups do not have any boundaries regarding imaging problems. 39

Kwangku

Chupa C

Chups x Furniture

Song Ji Yung

Thad

PLEASUR

“My favourite sweet became a drink” #ChupaChups

“It taste sooooo gooooood!!” #ChupaChups

“Childhood turned nightmare is the best horror” #ChupaChups

“I almost ate it as a lollipop” #ChupaChups

E O N LY

“They aren’t sweet, they’re balms and drinks!” #ChupaChups

“This is how you elevate a product” #ChupaChups

“I almost ate it as a lollipop” #ChupaChups

PLEASUR

“Now i can smell like a lollipop” #ChupaChups

“Heard that pop is the new trend?” #ChupaChups 48

“Take me away in this van please!!” #ChupaChups

“Im a lollipop floating on the sea” #ChupaChups

E O N LY

“Hmmm it turns dirty” #ChupaChups

“Look at my new covers!!” #ChupaChups

“Join us at Chupa Chups party tonight!” #ChupaChups

“Too much love for the cute designs they have” #ChupaChups 49

biel_sastre

Thad

TIMELINE OF TASTE 52

In 1985 Chupa Chup started off its company of 3 basic flavours, strawberry, grape and coke. It may seem like ages ago, but chances are, a Chupa Chups was the go-to sweet treat in your Latino household. The brand, which originated in Barcelona, Spain in the 1960s, has always offered eccetric flavors - many of which will bring on some nostalic feelings of the past.

COLA

A Chups classic, Cola gave kids their favorite soda flavor in lollipop form.

“Cola flavour is just like Coca Cola in real life! It is sweet, delicious and refreshing. Who doesn't like Cola flavour IT IS AMAZING!”

“This is the most awesome flavour I have ever tasted in my life. I think it definitely should be in the number 1 spot.”

“Just fantastic, cannae beat it. My FAVOURITE DEFINITELY, just splendoroodaapulous”

S T R AW B E R R I E S A N D C R E A M

Chupa Chups took some of their classic fruit varieties and made a themeven better with added creamy flavors.

“Strawberry and Cream is so delicious I can never get enough of them but Cola is good too. Chupa Chups is the greatest lollypop makers and they create the best flavours ever. GO STRAWBERRY AND CREAM!”

It's lush! So much flavour! My ultimate fave!

“I LOVE strawberry cream because it is so nice the two flavors are perfect together!”

“Strawberry has a totally refreshing taste, it's of course the best of all chupa chup flavours!”

“Strawberry and cream is so sweet! delicious”

“Best ever! Tastes like ice cream without the fat! I love it so much it tasted so good!”

C h o c o l a t e Va n i l l a

Can’t decide between your two fave flavors? No worries. Chups has the answer.

“It's so nice (: the chocolate is great and so is the vanilla because its sweet and creamy! Truly delicious and could eat them all day!”

“I think it is sweet and SO yummy my apsaloot fave flavour”

“The flavor just melts in my mouth and I never Want the moment to end. It is truly one of a kind.”

“Awesomest flavour ever. It melts in your mouth and just tastes like angels just appear inside your mouth its has so much mouth watering goodness in it, it can't be beaten by other crap flavours such as mango and cherry flavors, Watermelon too!”

ASSORTED FRUITS Every childhood flavour you love

S T R AW B E R RY

WAT E R M E LO N

RASPBERRY

GRAPE MANGO

ORANGE C HERRY

LEMON PINEAPPLE

QUOTES

SWEET MAKES PEOPLE SEXY

SWEET MAKES

SWEET MAKES PEOPL

PEOPLE HAPPY SWEET MAKES PEOPLE SPECIAL E FEEL CONFIDENT

HIG IT MAKES Y Sugar is found in a range of foods: from a batch of homemade holiday cookies to a bottle of ketchup. Many of these foods contain processed sugar (also known as sucrose), which causes significant spikes in blood sugar and insulin levels. Processed sugar also increases endorphins that can boost mood and provide a temporary chemical “high” . Sugar may not be the only substance to lift our spirits, it makes you feel confident and sexy at the same time. For some, it may be harder to steer clear of the sweet stuff. It turns out we can blame genes for making us wish it were Halloween everyday, as certain people may be genetically predisposed to crave sugar. Plus, recent research suggests people who prefer sweets are more likely to be friendly, more confident, and yes— sexier.

“THEY ARE JUST LIKE GH HEELS YOU SEXY”

“LICK IT CONFI IT’S YOUR INNE

Look the part. Or, as the saying goes, “fake it ‘til you make it.” If you know that you look like a confident, capable person, eventually you’ll start to feel it, too. You should dress how you feel best -- not what you think confident is. How you carry yourself communicates a lot to other people, so make sure you’re telling them that you’re confident and incharge. Keep your shoulders back, your spine straight, and your chin high. Walk with purpose instead of dragging your feet, and sit up straight. When you look like a confident person on the outside, you’ll be approached as one by the world around you. This is exactly how Chupa Chups should make you feel, sexy and confident.

I D E N T LY, ER LIPSTICK”

SWEET STORY

C U H PA CHUPS WHO? Up until the late 1950s, sweets were different shapes and colours. But children, being children, would pop them in and out of their mouths regularly to examine them, to talk to friends, to hide them from parents or to put them in their pockets for later.This meant that kids and sweets were a messy mix. In 1958 Enric Bernat created a universally appealing sweet that would make kids and parents happy. Suddenly it struck him: the world needed a product that “would be like eating a sweet with a fork”. The name, At first, he decided to call it “GOL”, imagining the sweet was a bit like a foo ball and an open mouth was a bit like a football net. But it wasn’t quite catchy enough, so he hired an advertising agency to come up with a creative new name for him, Chups. At first, he decided to call it “GOL”, imagining the sweet was a bit like a football and an open mouth was a bit like a football net. But it wasn’t quite catchy enough, so he hired an advertising agency to come up with a creative new name for him, Chups. Then, consumers stepped in. The catchy jingle used to market Chups proved so successful, that it changed the name of the sweet! Get something sweet to lick, lick, lick, like a Chups. Get something sweet to lick, lick, lick, like a Chups. It’s so round and it lasts so long. Lick, lick lick a Chups! 69

As the brand name evolved, the easy-going style was to remain the same. Thanks to Salvador Dali’s creative revelation, the logo became integrated into the daisy shape. The 1988 design has stuck. Bright, cheerful and unique, it has proven universally popular with the public. It has become the definitive icon for a world famous brand. Spot the difference Chupa Chups stood out from other sweets with displays that were cute, curious and creative. The way of selling In the same way visit the sales person would deliver, put up the Chupa Chups display and then charge for it, making things easy for the shop owner. A rally of 600 Chupa Chups cars speed members of the sales force to over 300.000 retail points across the country, where their sweet messages of “I bring you good news!” were always welcome.

ADVERTISING

THE ADS THAT B U I LT THIS EMPIRE

Red - Miami Ad School

DDB Madrid Madrid, Spain

DDB Madrid M

Madrid, Spain

NUMBERS

The Chupa Chups company was a success. Within five years Bernat’s sweets were being sold at 300,000 outlets. When the candy was first created, the lolly sticks were made of wood but they switched to plastic sticks. After the end of the Francisco Franco dictatorship (1939–75), the self-funded private company went international. In the 1970s the lollipops appeared in Japan and Southeast Asian countries such as Indonesia, Singapore, Philippines and Malaysia, as well as Australia. In the 1980s it expanded to the European and North American markets, and in the 1990s to most Asian countries, including South Korea. In China they were manufactured by Tatagum in Panyu, near Guangzhou. As of 2003, 4 billion lollipops a year are sold to 150 countries. The company has 2,000 employees, makes 90 percent of its sales abroad, and has a turnover of €500,000,000.

TOP NOTCH

“In 1969, Dali was approached to design a new logo, and the result became as instantly recognisable as his melting clocks. Dali incorporated the Chupa Chups name into a brightly coloured daisy shape. Always keenly aware of branding, Dali suggested that the logo be placed on top of the lolly instead of the side so that it could always be seen intact.”

The Chupa Chups logo was designed in 1969 by the artist Salvador Dalí. Its first marketing campaign was the logo with the slogan “És rodó i dura molt, Chupa Chups”, which translates from Catalan as “It’s round and long-lasting”. Later, celebrities like Madonna were hired to advertise. In the 1980s, owing to falling birth rates,an anti-smoking slogan “Smoke Chupa Chups” was tried to attract further adult consumers. The company’s current anti-smoking slogan is “Stop smoking, start sucking”, with their packages parodying cigarette pack designs. Some packages parody the mandatory black and white warning labels of the European Union with the notice “Sucking does not kill.”

WHAT ABOUT EDIBLE CONFIDENCE 84

so,

pick yo confide flavour

ur nce