Spurrier Captures Chupa Chups Trio

ATLANTA Chupa Chups USA has awarded media buying for three brands to Spurrier Media Group following a review, the agency said.

Sources said the Richmond, Va., media shop competed against two undisclosed agencies. Incumbent MEB Media in New York did not participate.

Spurrier will work with creative incumbent WonderGroup of Cincinnati on the client’s lollipop business, Smint power mints and Crazy Dips crackling candy brands.

“We are pleased to work with Spurrier Media, a team of young and progressive media experts that match our company’s entrepreneurial and innovative spirit,” said Jordi Ferre, vice president of marketing for the candy maker’s North American subsidiary, in a statement.

In the review, agency founder Donna Spurrier proposed teaming Chupa Chups with Dancestar, a Miami-based television show with the same target market the client is hoping to claim for its Smints brand.

“Smints wants to target high-income clubbers,” said Spurrier. “Dancestar has that market and wanted a corporate sponsor.”

Chupa Chups’ first sponsored event will be the Dancestar Awards, which will air March 19 on MTV2.

“Bringing them to the table helped,” said Spurrier. “I’m sure their previous media buying agency didn’t get this creative. It’s very promotional. We do a lot of different things above and beyond the regular media buying.”

Spurrier’s first buy, a Smints campaign targeting 18-24 year olds, will roll out in March on cable and network channels in Chicago. The effort’s tagline: “No Smint. No Kiss.”

A series of test-market buys in Los Angeles, Seattle and San Francisco will follow, said Spurrier.

National buys for Crazy Dips will launch in April with spots on Nickelodeon and the Cartoon Network directed at kids ages 6 to 11.

Total media spending for all brands is estimated at $8 million, according to Spurrier, if all test markets are rolled out. Previous spending for Smints, per CMR, was $4 million.

Chupa Chups USA in Atlanta is a subsidiary of Chupa Chups S.A. of Barcelona, Spain.