CASE
Chupa Chups co-branding with strong international classic brand the Smurfs, within Novelty Toys & Gifts division. Launched Spring 2013 worldwide.

OBJECTIVES

  • Co-branding between two strong partners to help Licensee launch their 2013-2014 collection and to help Licensor maintain its global awareness.   The brand match is perfect

KEY MEDIA & MECHANISM

  • BTL
  • Focus on point-of-sale visibility

KEY RESULTS

  • Chupa Chups Travel Retail sold 5 million Smurfs surprise items in 4 months
  • Product sold out!

BRAND IMPACT

  • Both brands had a positive return of investment. Sales increased around the Smurf 2 Movie release Summer ‘13 and so the product helped gain momentum around the movie and also maintain sales after the movie, which is key for the Smurfs brand in particular
SMURFS MINI MEGA UNIT_edit