Chupa Chups launches global campaign

Two televisions spots from the ‘Life less serious’ campaign have begun airing in Italy, before the spots are showcased in other parts of the world. 

The campaign draws on consumer insights that youth today lead stressful and serious lives and sucking on a Chupa Chups lollipop provides relief.

Central to the TV spots is a puppet, Chuck, who faces a domineering girlfriend and a ruthless personal trainer with deadpan ease.

Davide Zanolini, director of international candy brands for Perfetti Van Melle, said: “Chuck and the ‘Life less serious’ campaign have created a massive impact on our launch in Italy. This is a very positive start to the campaign and we look forward to when it is rolled out to the rest of the world over the coming months.”

BBH Asia Pacific was appointed the global AOR for Chupa Chups in May 2008.

The appointment marked the fifth Perfetti Van Melle brand that BBH had clinched after Mentos and Frisk, while the Vigorsol and Brooklyn brands are led out of BBH London for the Italian market.