Chupa Chups in animated bid to target young adult market

<p>Chupa Chups has employed fast-paced, Japanese-style 3D animation to </p><p>try to encourage an older generation of children and even young adults </p><p>across Asia-Pacific to be regular consumers of its lollipops. </p><p><BR><BR> </p><p>Until recently, Chupa Chups candies were more often than not consumed by </p><p>kids aged 12 or below. </p><p><BR><BR> </p><p>But in a bid to broaden its consumer base, the company has decided to </p><p>take the hip and trendy route by targeting teenagers between the ages of </p><p>12 and 17. </p><p><BR><BR> </p><p>The ad campaign, including TVCs, were created by Hong Kong and </p><p>Copenhagen-based Adtomic Advertising. </p><p><BR><BR> </p><p>Executive director Kenny Kwok told MEDIA that fast-paced Japanese </p><p>animation, based on the famous cartoon comics called Manga, was used </p><p>because "teens are used to this style not just because Japanese </p><p>animation is generally popular in the region but also because they enjoy </p><p>computer games, which are in themselves energetic and fun." </p><p><BR><BR> </p><p>The television commercials feature characters whose lives become "fun </p><p>and exciting" when they come into contact with Chupa Chups "and </p><p>therefore the tagline 'stick with attitude'," according to Mr Kwok. </p><p><BR><BR> </p><p>The campaign, produced completely in Hong Kong, has already been </p><p>launched in China, Singapore and Thailand. </p><p><BR><BR> </p><p>Japan, Korea and Taiwan are in the planning stages. </p><p><BR><BR> </p><p>The TVCs, which began to be rolled out last August, were also deemed to </p><p>be suitable for a global targeting of the youth market and they have </p><p>received airplay in the Middle East, South America and certain parts of </p><p>Europe. </p><p><BR><BR> </p><p>The campaign's concept was devised by Mr Kwok and Mike Hojgaard. Art </p><p>direction came from Mr Hojgaard and Boyce Lee. </p><p><BR><BR> </p>