An iconic brand in the digital age
Chupa Chups, the iconic confectionery brand, partnered with ADMS to design an influencer strategy targeting its two key audiences: digital mums and teenagers aged 13 to 18. The goal was clear: to boost the brand’s visibility and reintegrate it into the daily lives of the French through a digital, accessible, and multigenerational approach. This initiative aimed to combine fun, friendliness, and modernity to appeal to diverse audiences while staying true to Chupa Chups’ joyful DNA.
Chupa Chups launches an innovative influencer campaign
To achieve these objectives, ADMS developed a two-pronged influencer campaign. “Mum” influencers embodied warmth and family spirit by sharing content centered on festive snacks and shared moments. At the same time, Gen Z creators brought a fresh, modern twist to Chupa Chups through dynamic Instagram Reels, drawing on ’90s pop culture references to capture teenagers’ attention.
This approach, combining digital influence, brand content, and public relations, allowed the brand to shine on social media while strengthening its cross-generational image. Every piece of content was designed to maximize engagement and create a genuine connection with the different target communities.
A successful multichannel activation
The campaign generated a variety of impactful content, highlighting the brand’s values of fun and togetherness. Instagram Reels and influencer posts helped reach the strategic audiences while staying true to Chupa Chups’ colorful and playful universe.
Thanks to this digital activation, the brand boosted its visibility on social media and in the press, while reinforcing its joyful, multigenerational DNA. The campaign allowed Chupa Chups to reconnect with the daily lives of the French, attract new audiences, and reaffirm its position as a must-have confectionery brand.
