CHUPA CHUPS Campaign "FOREVER FUN"

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.

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.

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.