Packaging update addresses Chupa Chups challenge
CONFECTIONERY brand Chupa Chups has announced the introduction of its new easier-to-open wrapper across its core range to help improve shopper experience.
The packaging update looks to address a small but important moment when it comes to eating lollipops in opening them up. Parent firm Perfetti Van Melle (PVM) said that lollipops remain a highly recognisable, impulse-led treat and, more often than not, are consumed immediately, on-the-go or in shared settings.
With this in mind, PVM reckons that by simplifying this experience for consumers, the Chupa Chups brand will be able to better align with fast-paced shopper behaviour, particularly in convenience environments where this ease of access can influence repeat purchase.
The new easier-to-open packaging has rolled out across the Best Of and Mini Lollipops SKUs as the brand aims to ensure some strong coverage across its core impulse channels.
The launch will also be supported through a multi-channel activation spanning across above-the-line OOH, a press-led sampling campaign as well as through a unique #ChupaSpeedChallenge which has been designed to engage shoppers across social media through a simple, shareable social challenge.
Kim McMahon, brand manager for Chupa Chups, said: “We’ve seen for years how much conversation there is around opening a Chupa Chups – it’s one of those small, shared experiences that people really recognise. Rather than ignore it, we chose to lean into it and take it seriously as part of the overall product experience.
“A lot of thought has gone into how we evolve that in the right way, without losing what makes the brand iconic. For retailers, it’s a simple change, but one that’s rooted in genuine consumer insight and we’re looking forward to the wrappers being easier to open – and even harder to ignore.”
