Leading lollipop brand Chupa Chups has teamed up with one of Netflix’s most-streamed shows, Stranger Things, to launch two new SKUs ahead of Halloween.
Available from September in two different pack sizes, the bags are filled with nine mystery flavours inspired by the characters and Hawkins, the town featured in the show.
The brand noted that the new products performed well in recent consumer testing, with positive feedback around the packaging and themed flavours. Each pack also features a QR code linking through to a digital experience with competition opportunities and “epic adventures”.
To mark its biggest launch of the year, Chupa Chups is investing £1.3m in a campaign to drive awareness and boost sales. Beginning on 1st September, grocery outlets will see a range of shopper and POS materials designed to create theatre in-store, with an OOH campaign planned to deliver six sheets within close proximity to major outlets. Social media content on TikTok and Instagram will aim to drive awareness for its core Gen Z audience. Further experiential activity at Thorpe Park’s Fright Night events will further support the product ahead of the busiest sales period of the year for confectionery, Halloween.
Kim McMahon, Brand Manager for Chupa Chups at Perfetti Van Melle, said: “This is a dream collaboration for us. At its heart, Stranger Things is about ordinary moments turning into epic adventures, and at Chupa Chups we believe in finding joy and spontaneity in the little things, we stand for carefree fun, anytime, anywhere.
“We believe this collaboration with Stranger Things allows us to excite our existing audience with new flavours, but also recruit new shoppers to the category in time for Halloween and Christmas. The mystery flavours inject even more excitement into the lollipop experience. We’re working hard to help retailers make the most of the new products in-store and can confirm that the product line will carry through until 2026, where we expect to see continued momentum for the show.”
