Campaign for Chupa Chups Sour Tubes brings 'Forever Fun' to life with playful twist

Perfetti Van Melle launched a new TVC promoting Chupa Chups Sour Tubes– Jelly in a long tubular format.

With the launch of all-new Sour Tubes, the brand said it will further solidify its image as an innovative, young brand, especially for those who seek unique and differentiated confectionery products.

The new launch will be accompanied by a digital campaign that will amplify the brand promise of ‘forever fun’ among target audience. The digital film unfolds with a group of friends in a café cleverly extending their moment of fun by playfully placing the Sour Tubes as straws in their empty glasses. They hilariously convince a waiter that they are enjoying an invisible drink while secretly enjoying the delectable flavour of the Sour Tubes. The sequence is complemented by a lively soundtrack that not only builds excitement but also skillfully holds the entire sequence.

Rajesh Ramakrishnan, Managing Director, Perfetti Van Melle India, said, “Confectionery segment thrives on innovation. For Chupa Chups, we have always endeavoured to explore novel, never-tried-before formats to maintain the brand’s growth while up-aging and premiumising the category. With the launch of Chupa Chups Sour Tubes, we are taking yet another step in that direction and cannot wait to see our consumer’s response.”

Gunjan Khetan, Director-Marketing, Perfetti Van Melle India, said, “At Perfetti, we believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Chupa Chups’ diversification in the unique format of Sour Tubes benefits the category, and the distinctive shape and texture offers great scope for playful consumption. Therefore, we have attempted to bring alive the same ‘spontaneous fun’ philosophy in our launch campaign as well. The campaign will be supported with digital, product sampling and POSM, providing a comprehensive and engaging experience for consumers.”

Anurag Agnihotri, Creative Partner, Ogilvy West, said, “Every Chupa product is fun to play with. Sour Tubes is probably the most playable yet. The long tube shape sparked our imagination. So all we did was, had fun showing how you can have fun with it”.

Chupa Chups Sour Tubes campaign –

Agency credits –

Creative:

Creative Partner, Ogilvy West: Anurag Agnihotri

Executive Creative Director: Saurabh Kulkarni

Executive Creative Director: Shahrukh Irani

Senior Creative Director: Apoorva Jain

Senior Creative Director: Kshitij Chandel

Associate Creative Director: Yashima Yadav

Account Management:

President & Head of Office: Prakash Nair

Senior Vice President: Varsha Raina

Account Director: Gayatri V Arora

Account Supervisor: Rishit Ghetia

Planning:

Senior Vice President Planning: Shikha Sharma

Planning Director: Ankur Khanna

Production House: Earlyman Film

Director: Sukriti Tyagi

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