Chupa Chups in animated bid to target young adult market

Chupa Chups has employed fast-paced, Japanese-style 3D animation to

try to encourage an older generation of children and even young adults

across Asia-Pacific to be regular consumers of its lollipops.

Until recently, Chupa Chups candies were more often than not consumed by

kids aged 12 or below.

But in a bid to broaden its consumer base, the company has decided to

take the hip and trendy route by targeting teenagers between the ages of

12 and 17.

The ad campaign, including TVCs, were created by Hong Kong and

Copenhagen-based Adtomic Advertising.

Executive director Kenny Kwok told MEDIA that fast-paced Japanese

animation, based on the famous cartoon comics called Manga, was used

because "teens are used to this style not just because Japanese

animation is generally popular in the region but also because they enjoy

computer games, which are in themselves energetic and fun."

The television commercials feature characters whose lives become "fun

and exciting" when they come into contact with Chupa Chups "and

therefore the tagline 'stick with attitude'," according to Mr Kwok.

The campaign, produced completely in Hong Kong, has already been

launched in China, Singapore and Thailand.

Japan, Korea and Taiwan are in the planning stages.

The TVCs, which began to be rolled out last August, were also deemed to

be suitable for a global targeting of the youth market and they have

received airplay in the Middle East, South America and certain parts of

Europe.

The campaign's concept was devised by Mr Kwok and Mike Hojgaard. Art

direction came from Mr Hojgaard and Boyce Lee.