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.
