Chupa Chups Case study SCREAM STOPPERS by BBH Singapore

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Industry Candies, Baking, Cakes & Desserts
Media Case study
Market Singapore
Agency BBH Singapore
Released June 2012


Spikes Asia 2012
Direct Premiums & Giveaways Bronze

Credits & Description

Type of Entry Direct: Use of Media
Category Premiums & Giveaways
Advertiser/Client DELFI SINGAPORE
Product/Service CHUPA CHUPS
Entrant Company: BBH ASIA PACIFIC Singapore, SINGAPORE
DM/Advertising Agency: BBH ASIA PACIFIC Singapore, SINGAPORE
Name Company Position
Steve Elrick Bbh Regional Executive Creative Director
Douglas Hamilton Bbh Copywriter
Adrian Chan Bbh Art Director
Daphne Ng Bbh Agency Producer
Felicia Tan Bbh Agency Producer
Kristal Nelson Illustrator
Lindsey Cummings Bbh Planner
Aidan Gibbons Bbh The Mill/Director
David Webster Bbh Account Supervisor
Joanna Yeo Bbh Account Supervisor
Samantha Dalton Bbh Account Supervisor
Lindsey Cummings Bbh Planner
Describe the brief from the client:
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.
Creative Execution:
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!
Describe the creative solution to the brief/objective.
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.
Describe the results in as much detail as possible.
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.