|Product / Service||CHUPA CHUPS|
|Category||A02. Premiums & Giveaways|
|Entrant||BBH ASIA PACIFIC Singapore, SINGAPORE|
|Entrant Company:||BBH ASIA PACIFIC Singapore, SINGAPORE|
|DM/Advertising Agency:||BBH ASIA PACIFIC Singapore, SINGAPORE|
|Steve Elrick||BBH||Regional Executive Creative Director|
|Douglas Hamilton||BBH||Deputy Creative Director|
|Adrian Chan||BBH||Deputy Creative Director|
|Daphne Ng||BBH||Agency Producer|
|Felicia Tan||BBH||Agency Producer|
|Aidan Gibbons||BBH||The Mill/Director|
|David Webster||BBH||Business Director|
|Joanna Yeo||BBH||Associate Account Director|
|Samantha Dalton||BBH||Account Executive|
|Brell Chen||BBH||Agency Producer|
|The Mill||Post Porduction|
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. Our strategy was to target both children and adults by positioning Chupa Chups’ lollipops not as a candy, but as a must-have Halloween collector’s item.
Rather than go head to head with the other candy companies we created an entirely new market – scream prevention – where no competitors existed! The campaign was also bang on the brand’s philosophy of taking “Life Less Serious” - Even being terrified is something to have fun with!
Instead of selling ourselves as another candy, we repackaged the humble Chupa Chups as the “Scream Stopper”, a high tech device designed to block embarrassing shrieks of terror at their source. By doing this we avoided competing with major candy players, by creating a brand new and untapped market: screamers. To maximize uptake of Scream Stoppers we distributed them in the places they were needed most: horror movie showings, haunted houses and dark alleys across the nation, helping thousands of people take the “ee” out of their Halloween.
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 chains 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.