SCREAM STOPPERS by BBH Singapore for Chupa Chups

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SCREAM STOPPERS

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Industry Candies
Media Design & Branding
Market Singapore
Agency BBH Singapore
Director Aidan Gibbons
Art Director Adrian Chan
Copywriter Douglas Hamilton
Illustrator Kristal Nelson
Released October 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DELFI SINGAPORE
Product/Service: CHUPA CHUPS
Agency: BBH ASIA PACIFIC
Regional Executive Director: Steve Elrick (BBH)
Copywriter: Douglas Hamilton (BBH)
Art Director: Adrian Chan (BBH)
Agency Producer: Daphe Ng (BBH)
Agency Producer: Felicia Tan (BBH)
Illustrator: Kristal Nelson
Planner: Lindsey Cummings (BBH)
Director: Aidan Gibbons (The Mill)
Media placement: TV Campaign - Golden Village Cinema, Plaza Singapura - Friday 28th October
Media placement: TV Campaign - Cathay Cineleisure - Saturday 29th October
Media placement: POS - Mint/Royal Room - Saturday 29th October
Media placement: POS - Krish - Saturday 29th October
Media placement: POS - White Rabbit - Saturday 29th October
Media placement: POS - Loof - Saturday 29th October
Media placement: POS - Over Easy - Saturday 29th October
Media placement: POS - Filter - Saturday 29th October
Media placement: POS - Cathay Cineleisure - Saturday 29th October

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.

Describe the challenges and key objectives
Every Halloween, Chupa Chups goes up against the big candy companies who often have much larger budgets. With limited resources, we knew we needed a clever twist to cut-through the Halloween clutter.

Describe how you arrived at the final design
To transform a humble lollipop into a piece of high-tech scream stopping hardware we encased them in metallic space age pouches, the kind used for computer hard drives. The packaging was printed with detailed usage instructions heavily inspired by cold war era emergency procedures to ensure people effectively deployed the product’s amazing power. The result was a product that felt high tech, official and nothing at all like a piece of candy.

Give some 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 ever Halloween sales.
Finally, enough Scream stoppers were distributed to stop 840,000 decibels of screaming terror, roughly the equivalent of 7,000 jumbo jets taking off.