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HomeNewsChupa Chups unveils Sour Tubes, taking candy innovation to new heights!

Chupa Chups unveils Sour Tubes, taking candy innovation to new heights!

Chupa Chups, a renowned confectionery brand under the Perfetti Van Melle umbrella, is set to elevate the enjoyment factor with the introduction of Chupa Chups Sour Tubes – a jelly presented in an elongated tubular form!

The Chupa Chups Sour Tubes feature an innovative tubular design filled with a delightful chewy fondant center and the signature sweet-sour sanding that Chupa Chups is known for. These tubes are available in Strawberry and Watermelon flavors, offering three tubes in a single pack for just INR 10. For those looking to share, there’s also a larger Modern Trade pack containing eight tubes for INR 50. With their vibrant colors and delicious flavors, these tubes are sure to delight both the eyes and taste buds!

Chupa Chups has continuously challenged the traditional norms in the confectionery industry by introducing groundbreaking innovations that have captured the imagination of consumers. From blending lollipops and bubble gum with the Chupa Chups Gum Filled Lollipop to pioneering the range of Chupa Chups jellies, featuring distinctive sour-sanded and interactive formats like belts, bites, and mini tubes, the brand has reshaped the confectionery landscape. With the debut of the all-new Sour Tubes, Chupa Chups is set to reinforce its identity as an innovative and youthful brand, especially for those seeking one-of-a-kind and distinct confectionery products.

Talking about the new launch in Chupa Chups, Rajesh Ramakrishnan – managing director, Perfetti Van Melle India, emphasized the vital role of innovation in the confectionary segment, “Confectionery segment thrives on innovation. For Chupa Chups, we have always endeavored to explore novel, never-tried-before formats to maintain the brand’s growth while up-aging and premiumizing the category. With the launch of Chupa Chups Sour Tubes, we are taking yet another step in that direction and cannot wait to see our consumer’s response.”

The upcoming launch will be accompanied by a digital campaign designed to enhance the brand’s promise of ‘forever fun’ for its target audience. In the digital film, a group of friends gathers in a café and creatively extends their fun by using Sour Tubes as makeshift straws in their empty glasses. They amusingly convince a skeptical waiter that they are sipping on an invisible drink, all the while secretly relishing the delightful flavors of the Sour Tubes. The scene is enhanced by an upbeat soundtrack that not only heightens the excitement but also expertly ties the entire sequence together. This playful scenario is inspired by the fruity flavors of Chupa Chups Tubes, which consistently embody the philosophy of ‘Forever Fun.’ To further engage consumers, the product launch will be supported by digital initiatives and modern trade activations.

Speaking about the supporting campaign, Gunjan Khetan – director Marketing, Perfetti Van Melle India, said, “At Perfetti, we believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Chupa Chups’ diversification in the unique format of Sour Tubes benefits the category, and the distinctive shape and texture offers great scope for playful consumption. Therefore, we have attempted to bring alive the same ‘spontaneous fun’ philosophy in our launch campaign as well. The campaign will be supported with digital, product sampling and POSM, providing a comprehensive and engaging experience for consumers.”

Commenting on conceptualizing the campaign, Anurag Agnihotri, creative partner, Ogilvy West, said, “Every Chupa product is fun to play with. Sour Tubes is probably the most playable yet. The long tube shape sparked our imagination. So, all we did was, have fun showing how you can have fun with it.”

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