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The sweet journey of Chupa Chups: 4 lessons for Designers and Marketers
A captivating case study of design and successful branding.
Chupa Chups is a compelling case study of how correctly identified problems can result in internationally recognized brands when backed up by a strategic design and branding process.
The popular lollipop brand had a fascinating journey, which includes a collaboration with Salvador Dalí, a bold provocation to the tobacco industry, and a strategic rename dictated by its consumers, which ultimately have solidified Chupa Chups’ place not only in the candy industry and but also in pop culture.
As we unravel the brand’s journey, we will also extract four valuable lessons that designers and marketers can glean from its success, providing insights into the art of innovative design and strategic branding.
Unraveling the History of Chupa Chups
Everything started with a great idea
In the bustling year of 1958, amidst the birth of legendary pop icons like Madonna, Michael Jackson, and Prince, another iconic creation was born: Chupa Chups.
“I saw sweets didn’t suit their main consumers, children. They got their hands sticky and ran into trouble with their parents. So I stuck a sweet on a stick”. — Eric Bernard, founder of Chupa Chups
Enric Bernat, the grandson of confectioner Josep Bernat, carried on the family’s sweet legacy by co-founding Productos Bernat. In 1958, he had already taken over 100% ownership of Granja de Asturias and decided to embark on a transformative business journey. His first step was to gain deeper insights into consumer habits, by commissioning a study from a reputable French consultancy to explore the world of sweets. The study revealed a remarkable finding — a staggering 67% of candy consumers were children under the age of 16, and their hands often became messy while enjoying their treats. He also noticed an interesting nuance in this situation: getting their hands sticky often made children run into trouble with their parents.
