Chupa Chups Unveils 'Shape of Fun' Campaign With Three New Additions

Perfetti Van Melle's Chupa Chups introduces three new shapes - Cat, Feet, and Crawlers, expanding its sour jelly portfolio, accompanied by the 'Shape of Fun' campaign. Specifically designed for India as 'Kabhi Ruke Na Fun,' the campaign emphasises a compelling call to action and reinforces the brand's positioning.

Speaking about the campaign, Gunjan Khetan, Marketing Director, Perfetti Van Melle India said, “Chupa Chups has consistently excelled in its product portfolio, providing consumers with unique offerings infused with innovation and fun in every aspect. We offer a wide assortment of sour jellies in playable formats –Belts, Bites, and Tubes and in Lollipops segment, we pioneered the very popular Gum filled lollipop and dual coloured Mix-up pop.

As we launch the ‘Shape of Fun’ campaign for our latest innovation, we take pride in introducing these jellies, adding a dash of creativity to each moment. Our commitment to 'Kabhi Na Ruke Fun' is reflected in these quirky shapes, adding an element of surprise to the everyday. With every bite, we invite consumers to experience a playful twist, embracing non-stop fun.”

Chupa Chups dual-coloured jellies feature quirky shapes like Rockat, CrazyFeet and Crawlers delivering a sour taste and a fun-filled consumption experience. The assortment offers three shapes, seven flavours (watermelon, orange, strawberry, cola, lime, apple and blackcurrant) and nine colours ensures a burst of creativity and enjoyment in every bite. 

Conceptualised by Ogilvy, the ad unfolds in a karate class, showcasing the vibrant New Chupa Chups shapes through dynamic sequences. Filled with unexpected twists and moves, the campaign aims to spark delightful madness among kids and teens, culminating in a humorous twist involving the Sensei. The ad encourages everyone to embrace the fun, promising widespread captivation. 

Commenting on conceptualising the campaign, Shahrukh Irani, Executive Creative Director, Ogilvy said, “Chupa Chups has always been about fun that never stops. And the launch of these three unique shapes just added to it. The cat, feet and crawler shapes were so much fun that all we had to do was take a simple premise, and just let the shapes take over. Quite literally”

The new launch comes with a nationwide TV and digital campaign scheduled for March, airing on TV channels and featuring a robust digital presence.