Perfetti Van Melle’s Chupa Chups lollipop brand has launched a burst of TikTok activity to promote its ‘How to open’ campaign.
Influencers from the world of beauty, comedy, and fashion will ‘educate’ Chupa Chups fans on the easiest way to remove the wrappers from lollies.
The brand has also partnered with lastminute.com for a competition to win a £1,000 holiday voucher and Chupa Chups holiday merchandise, including beach towels, beach balls and a branded suitcase filled with lollies.
Both activities will also promote the introduction of new paper sticks for Chupa Chups, which will replace most plastic sticks in the UK market by the end of the year. Perfetti Van Melle expects to eliminate around 5,000 tonnes of plastic annually with the switch. The move is the next step in the confectionery giant’s ‘Reduce, Recycle, Recover’ programme, which aims to eliminate plastic in packaging wherever possible.
Commenting on the promotional activity, Kate Howe, Brand Manager of Chupa Chups UK, said: “In the past we have seen great results for Chupa Chups on TikTok – our last Halloween campaign performed frightfully well, with an impressive brand recall rate of 42.6% against a benchmark of 13%, so it made perfect sense to continue on this platform with another light-hearted and creative campaign that fits in with the fun personality of the brand.”
