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Chupa Chups’ new agency, D’Arcy, St. Louis, will attempt to broaden the lollipop’s audience beyond its primary 12-24 focus with first- quarter print ads in fashion, film and music magazines and radio spots built around an irreverent, yet more wholesome, “Fun for your mouth” theme.
The new theme will compliment executions appealing to kids, young adults and older consumers. The total budget is pegged at $12 million.
Arlo Oviatt, D’Arcy svp, group creative director, said that since Chupa Chups will be more “findable,” the campaign will allow consumers to discover the candy rather than overmarket it with TV spots.
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