The Chupa Chups Now with Gum Campaign is Simple and Retro
Meghan Young — May 8, 2013 — Marketing
References: tbwa & ibelieveinadv
The Chupa Chups Now with Gum ad campaign is at once simple and clever. It depicts three models, each of which appeals to a different demographic, playing with their gum in a way that would often warrant a minor chiding from their mothers. But by pulling it out in the way they are, the gum in turn resembles the stick of the lollipop as well. Thus, the imagery works to bring both the lollipop and gum to mind simultaneously.
Conceived and executed by the TBWA ad agency branch based in Barcelona, Spain, the Chupa Chups Now with Gum ad campaign also embraces a subtle retro vibe in the form of hairstyles and accessories. Art directed by Fer García with creative direction by Joan Vidal, the images were photographed by Pep Ávila.
Conceived and executed by the TBWA ad agency branch based in Barcelona, Spain, the Chupa Chups Now with Gum ad campaign also embraces a subtle retro vibe in the form of hairstyles and accessories. Art directed by Fer García with creative direction by Joan Vidal, the images were photographed by Pep Ávila.
Trend Themes
1. Retro Advertising - Companies can tap into nostalgia by incorporating retro elements to their advertisements - especially in the form of design style and pop culture references.
2. Dual-product Advertising - Combining two products together in an advertisement can be a simple yet clever way to associate them with each other and increase sales.
3. Youthful Marketing - Marketers can appeal to younger generations by incorporating playful and rebellious elements into their advertisements.
Industry Implications
1. Confectionery - Confectionery companies can utilize the dual-product advertising trend by promoting new products that combine two different types of candy or gum.
2. Cosmetics - Cosmetic brands can incorporate youthful marketing by featuring unconventional ad campaigns that embrace individuality and self-expression.
3. Fashion - Fashion brands can capitalize on the retro advertising trend by incorporating vintage elements into their marketing and product designs.
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