Chupa Chups is the No1 brand in its sector. With sales, public opinion and market share looking sweet, only the launch of a bold, innovative campaign would protect Chupa Chups’ top spot.

While a sweet tooth lasts forever, Chupa Chups’ biggest consumers are children. Here lay the challenge: category guidelines in the market restricts advertising to children, soreaching them means brands must get creative.

With a deep understanding of its audience and a finger firmly on the pulse of innovation, our teams and Chupa Chups dared to go big. We combined the visual appeal of the brand with a passion of its audience: drawing.

Children spend hours creating magical worlds using their imagination, and we wanted to bring this to life on an incredible scale, utilising the most innovative of AI solutions, and letting them be the masters of the Chupa Chups universe.

Harnessing the boundless creativity of children, we recognised their imaginations as an untapped wellspring waiting to be unlocked. Allowing children to be the masters of their own imagination was our inspiration, but category challenges meant we had to get creative.

With advertising to children restricted, we needed to pivot, targeting parents as the initial audience, with the expectation that they would serve as a conduit to their children. The emergence of AI text-to-image programmes served as the inspiration for our campaign: limitless imagination meets the most advanced tech solutions.

Our AI solution needed to be a brand-safe environment for kids. With a safe and child-friendly focus at the heart of this campaign, our chosen AI programme was meticulously configured to not generate any imagery associated with 539 restricted words, ensuring a safe platform for children to express their creativity.

Capitalising on these insights, we conceived a strategy that would not only engage children, but also capture the attention of their parents. Tapping into the limitless imagination of children, we knew our campaign would act as the perfect outlet for their creative endeavours, and we empowered them to be the architects of the campaign, fostering a sense of ownership and authenticity that was by them and for them.

We needed to reach families where they were spending their time, so we turned to the most popular social media platforms in the market. Creating a destination for creativity was the goal, and prizes were the cherry on top: Chupa Chups-themed birthday parties and a grand prize trip to Disneyland Paris for the winning child and their family offered the perfect prompt for parents and children to go big and bold with their designs.

Asking children to let their imaginations run wild was our prompt to do the same. After months of testing various text-to-image models and generative AI programmes, we chose one which generated images of incredible quality at a quick enough speed to maintain a child’s interest. Once created, AI World of Lollipops sat on a bespoke branded microsite.

From a digital perspective, we focused on social platforms (META, TikTok, Snapchat) to build reach and engagement, while tapping into gaming platforms to direct traffic to the microsite, targeting players with kids.

The campaign was further supported through digital OOH elevator screens in residential buildings. Overall, the campaign ran for five weeks between September to October 2023 and featured a range of diverse creatives: teaser creatives, awareness, and call-for-entry assets to keep our communication engaging and refreshed with our audiences.

The campaign demonstrated how technology and creativity can collaborate seamlessly and yield incredible results. In a market challenged by strict regulations regarding advertising to children, Chupa Chups’ AI World of Lollipops stood strong and went down a treat.

• The sales speak for themselves: 16% YoY growth in sales with a 15% MoM increase

• The bespoke AI microsite received 265,000 visits, with 86,000 unique dream worlds generated and 4,365 shares of AI-generated images on social media

• 11% increase in brand awareness in the UAE

• An incredible 99.9% positive sentiment was reported for the campaign

• Already in an enviably strong position, Chupa Chups’ market share grew by 110 basis points vs. the previous month, 80 basis points vs. last quarter

• 5% increase in consideration for Chupa Chups, and a 7% increase in purchase intent