Chupa Chups Brand History

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At the end of July, shocking news shocked the world - Salvador Dali's mustache was untouched by time. Events unfolded in the Spanish city of Figueres, where experts exhumed the body of the famous artist. Interest in Dali’s personality has increased, but to get acquainted with the artist’s work, it’s not necessary to go to a gallery or the Internet. It is enough to go to the store to meet a work of art that is familiar even to a small child.


In 1957, Enric Bernat became the head of the Granja Asturias confectionery factory. The young man was not only a hereditary confectioner, but also a competent businessman.
Who loves sweets the most? Children! However, 60 years ago this fact did not seem so obvious. Bernat paid for a marketing research that showed that most of the factory’s products are consumed by people under 16 years old. And while the younger generation enjoyed the taste of sweets, the older ones remained unhappy. Sweets, which was of all colors and shapes, attracted young explorers. Children pulled sweets from their mouths, examined them. And the sugar melted in my hands, leaving a sticky mark on my palms and clothes. It was unhygienic and messy.
Enric Bernat thought. No one gets his hands dirty when eating cutlery. Why not try taking a lollipop with a fork? So the idea of ​​sweets was born in a new format - first on a wooden, and later a plastic stick.

The owner of the factory made a bold decision and in 1958, having removed more than 200 types of confectionery products from production, he began to produce only one thing - a “with a handle” candy.
The original name was associative: "Goal." Round like a ball. A lollipop enters the mouth like a football goal.

But the advertising company dictated its own rules. A dynamic and explosive song from the commercial: “Chupa, chupa, chupa Chups”, was quickly picked up by adults and children.
The adherent motive gave the candy its name - Chupa with a consonant Chups complement. It comes from "Сhupar", which is translated from Spanish means the verb "suck". The company's first slogan was "És rodó i dura molt, Chupa Chups", which translates from Catalan as "It is round and long."
After the renaming was over, the popular sweets needed a logo. To solve this problem, in 1961, Bernat turned to his compatriot - the scandalous surrealist Salvador Dali.

Dali was not only an artist, as is commonly believed in wide circles. He was engaged in advertising: starred in videos, developed logos, and also painted sets for theaters, worked in cinema. It will take several decades before this type of activity is called a “designer” or “PR manager”.



Dali prepared the logo in an hour. He depicted a camomile of the correct form on a piece of newspaper and suggested writing the name of the candy inside the flower. The Spanish flag inspired the use of the artist’s colors.

The decision became important: to place the drawing on top of the candy, and not on the side, as was done before. So the form was not distorted by a folded wrapper, the name remained readable. Chamomile joined the ranks of successful “eternal logos”, it looked bright and catchy.



The logo has undergone rebranding, in 1988, designers several times brightly circled the daisy, leaving the general concept of genius. The inscription led to a unified style.

It is mistakenly believed that Dali did the job for free. But the owner of the company complained that the corporate identity cost a tidy sum. But there was nothing to regret: the bright design quickly paid for itself due to recognition and increasing the level of sales.

Around the eccentric nature of Dali, there are many rumors and legends. According to one of them, in addition to a monetary reward, the artist asked me to send him a box of candy regularly. Since then, the artist’s favorite pastime has come to the playground, open the lollipop, lick it several times and throw it on the ground.

Meanwhile, Chupa Chups expanded horizons. Already in the late 60s, sweetness on a stick began to appear outside the country. After another 10 years, the candies were known all over the world: USA, UK, Japan, Europe. And in 1991 Chupa Chups opened an office in Russia, in the city of St. Petersburg. The company, which began in a small candy store, has grown into a corporation with an annual turnover of $ 400 million. And in 1995, Chupa Chups became the first candy that flew into space.

Towards the end of the 20th century, the lollipop became a victim of the sexual revolution, causing ambiguous associations in people. The creators of the advertising campaign of the company decided to satisfy the consumer and issued a number of provocative and controversial advertising.


Chupa-Chups 2002 Advertising Campaign
Slogan: The taste is so exciting that we recommend putting on a bra


Chupa-Chups 2002 Advertising Campaign
Slogan: The only thing on the stick that should be licked.


A 2004 sample campaign from DDB Spain titled “Suction” (Love bite).

You should not assume that the company decided to change the vector of development: from sweets to non-childish fun. Over the past decade, really interesting ads have been released.



Or


2005 Chupa-Chups Advertising Campaign
Slogan: Sugar-free



Chupa-Chups 2006 Chupa-Chups Advertising Campaign
Slogan: So Many Fruits!

Here another incident occurred that connected the company with a celebrity. The head coach of the Barcelona football club Johan Cruyff was not on the list of stars promoting candy. Faced with heart problems, he quit smoking. Since 1993, fans began to notice that instead of a cigarette, the coach was constantly busy with Chupa Chups. Since then, candy sales in Spain have grown 7 times! From that moment, one of the most popular and large-scale actions of Chup Chups became - anti-smoking.



In the end, a little interesting fact. Every child at least once asked himself a question: why is there a hole in a stick from Chup Chups? It was whistled, used instead of tubes for juice, but, fortunately, few people used it for its intended purpose. The popularity of sweets and a wide range of flavors led to the possibility of an accident. The kids were so addicted to candy that they could swallow the wand. The hole makes it possible to breathe while doctors provide first aid.


Source
How to change logo Chupa-Chups

text prepared copywriter Logomashiny - Alena Kovalenko

If you enjoyed reading about the history of the brand, check out our previous article: History of the brand Nike