Chupa Chups's 'Shape of Fun' introduces cat, feet, and crawler jelly shapes

Chupa Chups, a confectionery brand from the house of Perfetti Van Melle, has introduced three new shapes- Cat, Feet, and Crawlers, as an addition to its Sour jelly portfolio.

The brand has also launched an exclusive campaign Shape of Fun, aiming to bring alive the new shapes. The campaign aims to leverage the brand’s global philosophy of Forever Fun to manifest into a call to action and positioning in the form of Kabhi Ruke Na Fun for India.

The assortment includes 3 new Bags – one for each shape Rockat, CrazyFeet and Crawlers, available in a range of flavors across the 3 packs Watermelon, Orange, Strawberry, Cola, Lime, Apple, and Blackcurrant flavors.

The launch is being supported with an exclusive TV and digital campaign hitting the screens nationwide in March.

Conceptualised by Ogilvy, it opens in a karate class, in which the new Chupa Chups shapes are brought alive through a set of sequences. Packed with some twists and moves, the drama is about New Shapes that aim to set the crescendo for fun and trigger some madness amongst kids and teens.

The ad culminates with a twist where the Sensei also finds himself swept up in the frenzy.

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 the 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.”

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.”

Info@BestMediaInfo.com