Famous spanish brands (Lucie)

Hello everybody,

Through my column, I would like to speak about famous spanish brands. How to be able to pass by this brand nowadays, whether we are young or old, we all know:

It was created by Enric Bernat in 1958. In the 50’s there were a lot of sweets with different colours and shapses.  Children used to like to take the sweet out of their mouth to see it, to put them it in their pocket, or to talk which was, according to parents, very disgusting. So, in 1958 Enric Bernat had the idea to create a sweet that we could eat with a fork. He created a sweet on a stick.

First, he called it “Gol” in reference to football because children were taking the sweet out of their mouth. But the name of the brand wasn’t striking, so he engaged a communication agency to work on it. The agency proposed “Chups” to be more creative and because “Chups” means “suck” in spain.  Enric Bernat agreed  to this proposition.  Then the sweet Chups knew a great success.

A jingle was created to remain in the consumers head: “Get something sweet to lick, lick, lick, like a Chups. Get something sweet to lick, lick, lick, like a Chups. It’s so round and it lasts so long. Lick, lick lick a Chups.”

The marketing strategy was changed and a new logo was created in 1969 by Salvador Dali. 

Then it changes a little bit, to become in 1988 the same of nowadays. 

The presentation of Chupa Chups was a marketing strategy too. In fact, the Chupa Chups had a creative and attractive packaging which was showcasing the product.

Today, thanks to an effective marketing strategy with in particular the creation of a mascot: Chuck, brand managed to become the leader on the market of lollipops. Chuck allows to guard a coherence in advertising campaigns and to create an emotional relation with the brand.