This global Chupa Chups campaign is based on the newly-developed brand strategy 'Life Less Serious', in which the brand is positioned as an antidote to all things serious.

Central to the campaign is Chuck - a puppet who personifies a carefree youth attitude and always remains unfazed, no matter what life throws at him. The TVCs feature Chuck in various stressful scenarios - being pressured by a distressed girlfriend, getting yelled at by an over-zealous personal trainer, and receiving catastrophic news from his doctor. In all these situations, Chuck ‘s only reaction is to suck on a Chupa Chups, with his signature dead-pan expression.