CHUPA CHUPS
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PVMServices
- Creative & Content
- Brand & Design
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BRIEF
With the new found focus on GenZ, they need a social media presence worth of its position as Number 1 confectionary brand; to deliver the message “Forever Fun” in a way that evokes authentic engagements to GenZ.
INSIGHT
Most brands see & portray GenZ from the lens of adults, a creative, disruptive & carefree generation,
However, GenZ are a lot more depressed and pressured than one thinks, with school, life expectations & growing pains.
They cope by collectively birthing a unique & unhinged genre of GenZ humor, often misunderstood by adults.
IDEA
Chupa get their need for little moments of UNSERIOUS so they can get through with life. “một chút”, which sounds conveniently like “Chups”, means “a little moment” in Vietnamese.
So different kinds of Chupa Chups moments can deliver different kinds of unseriousness - GenZ style & keep the fun going all the time!
IMPACT
We just started on our magic on this brand with cohesive yet explosive visual identity and 4 Tik Tok videos (1 made it to the FYP with 100K views organically)
