And they’re off…
SHOT ON TARGET: and it’s a great start to Chupa Chups who boast a colourful webpage, oh so fitting for a confectionary brand. Since starting in 1958 they have expanded their flavours a great deal, and have shipped these sweet treats around the world, employing 18,000 people.
GOAL: But Evian are off to an unbelievably strong start, offering a truly witty and innovative advertising campaign, featuring the Evian dancing baby t-shirts, with the strap line ‘live young’. This is not a one off success either, Evian also produced the water babies advert and the roller skating babies advert – which have millions of hits on YouTube between them.
GOAL: Chupa Chups are quick to equalise having branched out into game development to increase loyalty and engagement, which is currently in soft launch on Facebook. It plays up the brand’s positioning as a fun, irreverent candy. They have a strong and diverse internet presence i.e. YouTube channel, chuck’s arty store.
CORNER: Evian get a well earned corner for their healthy and healing properties. In 1878 The French Academy of Medicine officially recognise the benefits of Evian.
GOAL: and Chupa Chups come back again with some impressive stats – 5 billion Chupa Chups are consumed each year, 1 in every 4 lollipops is a Chupa Chup!
OFF SIDE: Although informative the Evian website is not as engaging or interactive, however they do encourage people to get involved in upcoming campaigns.
GOAL: But Evian make a great stride to prove they are both responsible and generous, setting up worldwide projects to protect and improve the world’s water supplies. ‘Making sure everyone has enough clean water to drink today and tomorrow’.
RED CARD: Chupa Chups takes a knock back – An animation on the Chupa Chups website implied that its yellow lollipops were made from only real lemon juice, when the juice content of the product is just 3% – leading it to be named top amongst the ‘dodgiest’ junk foods.
So it’s 2 goals apiece going into extra time. But who will come out on top, can Chupa Chups hold on being a player down?
SUBSTITUION: a clever substitution was made by Chupa Chups in 2008, who enlarged their target market to ex-smokers, who were looking for a substitute to cigarettes.
GOAL: But it just wasn’t enough to hold off the Global water brand, who received some great backing when French designer Jean-Paul Gaultier produced a limited edition bottle in 2009.
FINAL SCORE: 2 -3 – despite a great effort from Chupa Chups, they just couldn’t quite hold out in extra time and Evian powered through. With such a blunder in Chupa Chups advertising, Evian dances their way to a worthy victory.
This entry was posted on Tuesday, 26 Jun 2012 at 5:39 pm and is filed under Branding, Community, Customer Experience, Events, Head to Head, New media.
You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.