Chupa Chups embraces immersive brand experiences

Chupa Chups celebrates Halloween with an unconventional marketing experience

Every year, Halloween gives brands an opportunity to strengthen their connection with consumers. In the UK, Thorpe Park’s Fright Nights have become a must-attend seasonal event, attracting audiences in search of thrills and entertainment.

For Chupa Chups, this period coincides with a major product development. Across Europe, the brand is rolling out new, easier-to-open packaging. This innovation addresses a familiar consumer frustration and inspires its new « The Struggle Is Over » campaign.

The challenge is to raise awareness of this innovation while building on the brand’s playful and unconventional identity.

Turning the experience into a series of playful challenges

To bring its campaign to life, Chupa Chups partners with N2O and takes over Thorpe Park’s Fright Nights with an immersive marketing experience.

Named “Chupa Chups Struggle Exchange”, the concept turns the difficulty of opening a lollipop into the starting point for a series of challenges. Visitors trade this familiar frustration for playful tests inspired by everyday struggles.

This creative approach brings the advertising message to life through a physical and participatory experience. The Halloween setting enhances immersion, while the team challenges encourage visitors to get involved. In this way, the brand gives tangible meaning to its product promise and extends its campaign through direct audience engagement.

Three challenges to put visitors to the test

At the heart of Thorpe Park, N2O designs and delivers an immersive installation inspired by a haunted laboratory. Divided into teams, visitors have a limited amount of time to take on three challenges based on familiar everyday situations.

The first involves finding a Chupa Chups sock hidden in a mountain of laundry. The second challenges participants to locate the end of a particularly stubborn roll of sticky tape. Finally, the third requires them to untangle a mess of headphone wires before the timer runs out.

Through this activation, N2O turns everyday frustrations into moments of entertainment and brand interaction. Sweet rewards await participants at the end of the challenges.