Chupa Chups is making its biggest play beyond its iconic lollipops, launching a new integrated campaign via The Idea Shed and Havas Media Australia to support its expansion into the Australian lollies category.
Called ‘Free the Funshine’, the campaign introduces Chupa Chups’ new range of lollies, including Sour Bites, Ocean Fun and Puffies, now available in Coles and independent retailers nationwide.
Developed following consumer research into the role small moments of joy play in family life, the campaign aims to reposition Chupa Chups as more than a lollipop brand, instead establishing it as a credible player in the broader confectionery category.
The creative platform centres on the concept of “Funshine” – a colourful burst of fun and energy designed to represent the playful spirit of the new range and encourage families to embrace everyday moments of connection.
Havas Media Australia has developed an integrated communications strategy spanning audio, video, out-of-home, social, digital and retail media. The campaign is anchored by a national partnership with Nova Entertainment and features a bespoke “Funshine” jingle created by The Idea Shed, alongside Coles Radio placements designed to reach shoppers close to purchase.
The rollout also includes BVOD, SVOD, YouTube and large-format out-of-home advertising, while retail activations feature oversized Chupa Chups installations and experiential executions at Westfield shopping centres aimed at driving product trial.
Consumers will also be encouraged to share their own “Funshine” moments across social media as the brand looks to build awareness and engagement around the launch.
“Chupa Chups is an iconic brand, and this launch gives us an exciting opportunity to bring its playful spirit into a new part of the confectionery aisle,” said Amelia Goldsmith, brand manager for Chupa Chups Australia and New Zealand.
“‘Free the Funshine’ shows how our new lollies range can make everyday family moments more colourful, playful and joyful. By connecting the campaign across media, retail and sampling, we’re focused on building awareness and encouraging families to try the range.”
John Volckman, partner and executive creative director at The Idea Shed, said the campaign was about reshaping perceptions of the brand.
“This wasn’t about outshouting the category on fun; it was about redefining it. ‘Free the Funshine’ transforms Chupa Chups from a familiar brand into a credible player in a new space by tapping into the role lollies play in shared family moments.
“By connecting emotional storytelling with retail execution, we’ve created a platform that delivers both brand and commercial impact.”
Kate O’Ryan-Roeder, CEO of Havas Media Network ANZ, said the media strategy was designed to help establish Chupa Chups in a new category.
“This launch demonstrates how media can play a central role in building new category credibility. Our approach was designed to connect Chupa Chups with families across high-attention environments while creating a seamless path from awareness to trial through retail media, audio, video and out-of-home channels.
“By aligning media investment with the campaign’s creative platform, we were able to maximise both reach and commercial impact.”
Credits:
Creative Commerce Agency: The Idea Shed
Media Agency: Havas Media Australia
Client: Perfetti Van Melle
Client Team
· Amelia Goldsmith, Brand Manager
· Nikolah Best, Senior Brand Manager
· Michael Puglisi, Country Manager – Australia & New Zealand
CGI Production: Limehouse
