CHUPA CHUPS Campaign "FOREVER FUN"

ROLE
Conception, Production, UX/UI Design, Planning, Development, Web Design
DELIVERABLE
Campaign Concept and Strategy, Responsive Website
DATE
Nov 2020

Chupa Chups, a long-selling candy brand that has launched over 100 flavors across more than 160 countries globally, began an annual activation embodying their brand message— “FOREVER FUN”. For this campaign, monopo was responsible for strategic planning, creative direction, communication design and website production.

CHALENGE

From Candy to Cultural Icon

How could Chupa Chups, a historic household candy brand, speak to Gen Z as a brand entwined in their everyday lives? In order to entwine the concept of “FUN” and the simplicity of Chupa Chups candy, we focused on the product as a cultural icon—something close to people who like to have fun. To communicate the transition of their brand image, the Chupa Chups “FOREVER FUN” concept was used as a continuous messaging rather than a one time tagline.

COLLABORATION

Embodying the “FOREVER FUN”

As part of the launch activation, we shot photos with produced posters that were displayed all over Harajuku, the heart of youth culture. Featuring four unique characters Mom (an up-and-coming artist) Noah Sato (a musician and fashion influencer), Kaya (a rising skater who was featured on Abema TV’s “Ookami-chan ni ha damasarenai”) and Kuno Fell Asleep (a creative engineer). All photos were shot by Kisshomaru Shimamura.

COLLABORATION

Brand Collaboration

To strengthen local ties, we incorporated strategic brand collaborations into the year-long campaign plan. Such as WEGO, an apparel store with more than 160 locations nationwide; 9090, a 90’s vintage unisex select shop produced by the rising community of “thrift girls”; and Japan’s largest skateboard school, “Chees”. The activation covered a range of consumer touchpoints, such as releasing a Spotify playlist curated by the four talent, and releasing a new series on the WEGO Magazine.

Additionally, a skate session in a Chupa Chups inspired skate park was held by Rei Motohashi, Sora Negishi, Kaya Sakakibara, and Kaito Sagawa.

CREDITS

CLIENT
Perfetti Van Melle Japan
ROLE
Conception, Production, UX/UI Design, Planning, Development, Web Design
THE TEAM

Creative Director/Planner
Wataru Nakazawa (Momentum)

Creative Director/Planner
Ryo Miyakawamonopo Tokyo

Planner
Tomoki Inagumamonopo Tokyo

Art Director
Yosuke Kamihigashi, Takumi Kawamoto (Sony Music Solutions)

Contents Producer
Makoto Takahashi (HOEDOWN)

PR Director
Yuya Hamamura, Nozomi Watanabe (Platinum)

Media Planner
Masato Morita (UM)

Account Executive
Isao Suzuki, Miho Kubo (Momentum)

Copywriter
Wataru Nakazawa (Momentum)

Copywriter
Ryo Miyakawamonopo Tokyo

Art Director
Takumi Kawamoto (Sony Music Solutions)

Designer
Miwa Nakazawa

Coordinator
Keigo Mikami, Mika Hirooka (Sony Music Solutions)

Printing Director
Yasuyuki Koga (Aflo Atelier)

Hair & Make
Natsumi Tagashira

Photographer
Kisshomaru Shimamura

Cast
Mom, Noah Sato, Kaya, Kuno Fell Asleep

Art Director
Yosuke Kamihigashi (Sony Music Solutions)

Designer
Misaki Okada (Sony Music Solutions)

Front-end Engineer
Ryo Miyakawamonopo Tokyo

Photographer
Mariko Kobayashi, Shintaro Nakamura

Writer
Ayae Takise, Momoka Oba, Yu-Go Hiragino

Editor
Taiyo Nagashima

SNS Director
Masahito Fukuma (tete marche)

Instagram AR Filter Developer
Kuno Fell Asleep

Instagram GIF Sticker Designer
Miwa Nakazawa