Chupa Chups is set to launch its new range of lollipops, Kolormania, through a multi-channel ‘sweet or sharp’ consumer campaign with creative digital agency Maynard Malone.
The agency has been briefed to launch and grow the new Chupa Chups UK Facebook community to 50,000 likes, while supporting the sampling of the new Kolormania range.
David Leal, brand manager at Chupa Chups, said: "Maynard Malone's proposal stood out as it combines highly creative ideas with solid digital performance. We are increasingly seeing digital campaigns sit at the centre of our communications planning, and Maynard Malone are our trusted partner for strategy and execution."
The campaign will include POS activation encouraging consumers to scan a QR code directing them to the online campaign platform, allowing them to automatically receive either a reward, the ‘Sweet’ part of the campaign, or being tasked to complete a quickly, on-brand challenge, the ‘Sharp’ aspect.
Maynard Malone managing director, Ameet Chandarana, said: "Chupa Chups is a global icon and working with them on accessing the value of the youth-category is a challenge we relish as marketers. Plus secretly Chupa Chups is one of those brands the kid inside all of us always wanted to work with!"
"We've had great satisfaction in developing a campaign which puts mobile and social at the heart of the engagement and really taps into the digital behaviours of the teen audience. It's also a great example of how technology and behaviour can be married to achieve really tangible goals for Chupa Chups, at the same time as respecting their brand credentials.”