Much-loved brand Chupa Chups leads the lollipop market, generating over £15million MAT[1]. However, it is much more than just the UK’s #1 lollipop brand, and it is now making its mark with a foray into the online game platform and creation system, Roblox. This will take the form of brand new in-game world, Chupa Chups: Skate & Create.
Launching on August 31st, the game will allow users to head out into the city alone or with friends and other players to spread their artistic creativity far and wide with an assortment of street art and tags to choose from. Spray cans scattered across the map allow players to adorn the streets with vibrant paint inspired by Chupa Chups’ well-known flavours and iconic colourways to encourage creative expression and collaborative artistic endeavours.
The entry into Roblox comes as the brand looks to build cultural relevance amongst younger, growing audiences. Research has shown 98%[2] of UK Gen-Z are gamers of some kind and spend, on average, 4.7 days a week gaming. Further insights and research around Gen-Z enabled Chupa Chups to establish the game mission and concept of ‘Creative Empowerment’, handing over creative freedom for Gen-Z to authentically express themselves through the brand.
Chupa Chups: Skate & Create is just the start of the brand’s gaming strategy. While the experience was initially planned as UK-only, due to demand, it will be rolled out to additional markets, and the brand world will continue to develop and expand with subsequent releases. In future, Chupa Chups aims to expand upon the Roblox partnership include with in-person events, seasonal content, OOH campaigns and in-store POS.
Kim McMahon, Brand Manager – Chupa Chups, Perfetti Van Melle, said: “Gaming is an area we’ve had our eyes on for a while and are excited to now be playing a part in. We know it’s a rich territory to connect with younger audiences, which we are confident will result in an increase of product sales. We’re always innovating our product range, and this is the perfect way to draw out that spirit of invention into the wider cultural landscape for Chupa Chups’ core consumers.
“This gaming pilot is the first in what we see as a long-term roadmap of gaming investments to connect with our audience to drive growth for the Chupa Chups brand.”
[1] Circana All Outlets + KWP Discounters, Sweets & Gum, Value Sales, 52 w/e 5th August 2023
[2] 2022 Digital media trends, 16th edition: Toward the metaverse
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