The task
Create an exciting launch for the new Chupa Chups Airheads confectionery that builds on the buzz and fan-base in the United States.
What we did
We recruited pop star Tallia Storm to front a new PR and Social campaign. Kicking off with a photoshoot that saw Tallia’s hair styled to reflect the five signature Airhead flavours, the brand partnership grew with an exclusive MTV gig headlined by Tinie Tempah and supported by Tallia. VIP guests were given Chupa Chups Airheads and there was a branded candy stand for fans to visit.
Impact
Our striking campaign created a real buzz and was featured in over 130 media stories, including national newspapers, online, and teen mags. The estimated combined reach was over 50 million, delivering an ROI of 7:1.
Chupa Chups Airheads proved to be one of the most successful new product launches for the company in recent years.
