Product / ServiceCHUPA CHUPS
CategoryB01. Foods
Entrant Company:BBH ASIA PACIFIC Singapore, SINGAPORE
Design/Advertising Agency:BBH ASIA PACIFIC Singapore, SINGAPORE

Brief Explanation

The Halloween market is completely saturated with candy options. Other candy’s companies have huge budgets to play with and are easily able outspend our client. Finally, Chupa Chups are generally not seen as a traditional or festive Halloween theme candy. The key objective was to make Chupa Chups the must have Halloween candy for people of all ages, without spending millions.

The Brief

Chupa Chups makers of the famous lollipops, asked us to help them get a bigger share of the lucrative, but terrifyingly competitive Halloween candy market.

How the final design was conceived

Instead of selling ourselves as another candy, we repackaged the humble Chupa Chups as the “Scream Stopper”, an amazing device designed to block embarrassing shrieks of terror at their source. To give the packaging a serious and technical feel, we sourced heavy-duty foil pouches usually used to package computer parts. For pouch design was inspired by horror comics and cold war era style evacuation procedure charts. The overall impression created was that Screamstopper was a effective, industrial lifesaving ‘tool’.

Indication of how successful the outcome was in the market

Nationally, Chupa Chups’ Facebook fans more than doubled. Over 11% of the population interacted with our page, with over 300% more feedback than our nearest competitor. The top 3 cinemas chain aired our Scream Stopper promotional films campaign free of charge and post-campaign have begun stocking Chupa Chups at their refreshment kiosks, creating a lucrative and previously untapped distribution channel. Most impressively however, the campaign helped our client record their highest grossing Halloween ever Finally, enough Scream stoppers were distributed to stop 840,000 decibels of screaming terror, roughly the equivalent of 7000 jumbo jets taking off.


Name Company Position
Steve Elrick BBH Regional Executive Creative Director
Adrian Chan BBH Art Director
Daphne Ng BBH Agency Producer
Felicia Tan BBH Agency Producer
Kristal Nelson Illustrator
Lindsey Cummings BBH Planner
Aidan Gibbons The Mill/Director
David Webster BBH Account Supervisor
Joanna Yeo BBH Account Supervisor
Samantha Dalton BBH Account Supervisor
Lindsey Cummings BBH Account Supervisor