AI world of lollipops

Chupa Chups, a cherished heritage brand, recognized a dynamic opportunity to evolve its engagement strategy in an increasingly digital world. While deeply beloved, the brand sought to enhance its relevance and connection with a new generation of consumers – tech-savvy children and their parents. Navigating strict advertising regulations for marketing to minors, the goal was to innovate beyond traditional approaches.

We aimed to create a fresh, interactive experience that would captivate this digital-native audience, demonstrating Chupa Chups' commitment to creativity and fun in a safe, cutting-edge way. This was an exciting moment to redefine confectionery engagement and reinforce Chupa Chups' leadership in imagination and play.

We dared to transform children's boundless creativity into personalized digital art. Our pioneering idea: "World of Lollipops with AI," a bespoke, UGC-driven platform where children could effortlessly generate unique art from text to image using AI.

This wasn't just about fun; it was about creating a safe, creative space that resonated with both kids and parents. We leveraged Stable Diffusion AI to filter inappropriate content, ensuring peace of mind for parents while empowering children's imaginations. By encouraging social sharing and offering exciting prizes like a trip to Disneyland Paris, we fostered a vibrant community, turning every creation into a magical, shareable moment that reinforced Chupa Chups' "Forever Fun" spirit.

The campaign achieved a remarkable 166M media impressions, delivering 10M reach, 265,000 microsite visits, and 86,000 unique AI-generated creations, far surpassing benchmarks. Our social media strategy yielded 4,365 shares and an astounding 99.9% positive sentiment.

We drove strong brand impact, with +18% top of mind awareness (TOM), +5% consideration, and +7% purchase intent among parents across Saudi Arabia, and +49% TOM, +11% awareness, and +2% gains in consideration and purchase intent in UAE.

These results have translated into significant business growth for Perfetti Van Melle, with 15% month-on-month sales growth and a 130 basis points increase in market share in the UAE. With a 1.25 ROI and a lean production-to-media budget ratio of just 6%, AI World of Lollipops didn't just meet objectives, it set a new standard for family-friendly, effective marketing, proving that innovation can reignite a heritage brand.