Lollipop basically take us back to fun days during our childhood where lollipop was every children’s favorite. While the children enjoyed they’re lollipops, little did we know that world lollipop day existed. Chupa Chups have come up with a new limited product to celebrate this day i.e., ‘Color Your Tongue’ lollipops.
The first part of this campaign, tied to the Chupa Chups lollipop in a typical teenage avatar, started by posting tips online about what makes July 20th so special – like any excited teenager before their birthday!
Finally, the campaign revealed a digital film showing a bunch of teenagers celebrating our lollipop’s birthday. With this film, the brand encourages young consumers to ‘colour their tongues’ with the new Chupa Chups Blueberry lollipop, which will add to the celebration.
This movie opens with a teenage girl taking a Chupa Chups lollipop that turns her tongue blue. She is excited about celebrating lollipop birthdays and invites her team to join her in celebrating World Lollipop Day. However, when he sees his disinterested teammates, he begins to lose enthusiasm as well. To balance her energy, one of her friends takes up singing and dancing. Seeing their infectious energy, the whole group breaks into song and wishes Lollipop a happy birthday. The entire sequence is backed by an uplifting track that not only builds excitement but resonates well with the brand’s philosophy of ‘Forever Fun’.
Introducing the idea behind the campaign, Rajesh Ramakrishnan, CEO – Perfetti Van Melle (PVMI) said, “Chupa Chups is driven by the positioning of ‘Karte Raho Fun Fana Fun Fun’ and our celebratory World Lollipops Day campaign further reinforces this spontaneity, cheeky, children’s fun lollipop experience. Our aim is to keep the connection with our young consumers forever fresh and we hope that this product and campaign will find its way into their hearts and minds – just like all our previous campaigns.”
The campaign was created by Ogilvy and has been on air since July 20. Commenting on the campaign, Ritu Sharda, Chief Creative Officer of Ogilvy North, added: “Who knew a day like World Lollipop Day even existed. And if there was a brand that could own the day, it had to be Chupa Chups. With the Color Your Tongue Lollipop, we’ve discovered that the whole act of showing off your tongue colors is irreverent and fun. So we took this child act and turned it into a crazy birthday song to celebrate World Lollipop Day”
Extending the campaign, the brand also teamed up with teen influencers to continue the buzz and build on curiosity, as several consumers wished the lollipop a happy birthday.
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