| Title | TOK-YO FLAVORS |
| Brand | CHUPA CHUPS |
| Product / Service | CHUPA CHUPS TOK-YO |
| Category | B03. Posters |
| Entrant | PERFETTI VAN MELLE Ho Chi Minh City, VIETNAM |
| Idea Creation | DENTSU REDDER ADVERTISING Ho Chi Minh City, VIETNAM |
| Name | Company | Position |
|---|---|---|
| Livio Grossi | Dentsu Redder | Creative Director |
| Livio Grossi | Dentsu Redder | Art Director |
| Van Kieu | Dentsu Redder | Planner |
| Hung Vo | Dentsu Redder | Planning Director |
| Edmund Choe | Dentsu Redder | Chief Creative Officer |
Strengthen the #FOREVERFUN brand spirit of Chupa Chups, while raising brand awareness about the new flavor pack inspired by Tokyo culture and trigger consumption. The idea should be simple and the execution sticking and appealing to break thru the visual clutter and immediately grab the attention of Vietnamese GenZ.
“Our eyes say it all.” Eyes instantly express our reaction to a particular emotion or situation. To create talk-ability for the new product launch inspired by Tokyo culture and Japanese flavors, whilst leveraging the Forever Fun manifesto of Chupa Chups, we took one of the most recognizable traits of Japanese culture, manga eyes, and made them look deliciously striking. To introduce, educate and excite Vietnamese tweens, avid manga& anime consumers, we designed 3 original pairs of manga eyes that not only excitingly portrait the three flavors (strawberry&matcha, cherry blossom and yuzu) but created immediate association with Japan in a simple yet powerful way.
The three eye catching and at the same time mouth watering visuals were extremely well crafted to not only created immediate association with Japan but to succeeded in educating the consumers about the delicious flavors as we managed to surprisingly and seamlessly integrate the ingredients story. The simplicity of the layout made the "manga eyes" stand out as the only visual device, creating an instant connection with the viewers. Pushing the style from the expected 2D to 3D manga eyes immediately created curiosity and the fresh approach delivered a wow effect. The meticulous attention and care to even the smallest detail, from the eyes expressions, to the style of make up helped in turning the visuals in the most KAWAII piece of communication ever executed by the brand.
The campaign was an instant hit, attracting and exciting consumers far beyond our initial target audience as Tok-yo Flavors became the most successful Chupa Chups campaign in the Country and the most hunted Chupa Chups products ever in Vietnam.