Creating a seamless path from awareness to trial through retail media, audio, video and out-of-home channels.
Chupa Chups has partnered with The Idea Shed and Havas Media Australia to launch "Free the Funshine", an integrated creative, commerce and media campaign designed to support the brand's expansion into the Australian lollies category.
The new range includes three flavour-led SKUs , Sour Bites, Ocean Fun and Puffies.
Developed from consumer research identifying the importance of small moments of joy and connection in everyday family life, "Free the Funshine" positions Chupa Chups as a brand that brings people together through playful, shared experiences.
At the centre of the platform is "Funshine" – a vibrant burst of colour, energy and fun that captures the spirit of the new range and the role lollies can play in creating memorable moments.
To bring the campaign to life, Havas Media Australia developed an integrated communications strategy spanning audio, video, out-of-home, social, digital and retail channels.
The media approach is anchored by a national Nova Entertainment partnership, supported by a distinctive "Funshine" jingle created by The Idea Shed and reinforced through Coles Radio to connect brand messaging directly to purchase occasions.
The campaign also extends across BVOD, SVOD, YouTube and large-format out-of-home placements, creating a bold and immersive brand presence as Chupa Chups enters the lollies aisle.
Across social and digital channels, consumers are encouraged to recognise and share their own moments of "Funshine", while retail integrations with Coles, oversized Chupa Chups installations and disruptive Westfield activations are designed to drive trial and conversion at the point of purchase.
"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," said Amelia Goldsmith, brand manager, Chupa Chups Australia and New Zealand.
John Volckman, partner and executive creative director at The Idea Shed, said the campaign 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, Havas Media Network ANZ. said the 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," she said.
"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
