Perfetti Van Melle’s lollipop brand Chupa Chups has teamed-up with online game platform and creation system Roblox to launch Chupa Chups: Skate & Create.
The new digital graffiti game lets users head out into a city alone or with friends and other players to spread their artistic creativity far and wide with an assortment of street art and tags to choose from. Spray cans scattered across the map allow players to adorn the streets with vibrant paint inspired by Chupa Chups’ flavours and colourways to encourage creative expression and collaborative artistic endeavours.
In future, Chupa Chups aims to expand upon the Roblox tie-in with in-person events, seasonal content, out-of-home campaigns and in-store POS.
The partnership comes as Chupa Chups looks to build cultural relevance amongst younger, growing audiences. Research has shown 98% of UK Gen-Z are gamers of some kind and spend, on average, 4.7 days a week gaming. Further insights and research around Gen-Z enabled Chupa Chups to establish the game mission and concept of ‘creative empowerment,’ handing over creative freedom for Gen-Z to authentically express themselves through the brand.
Kim McMahon, Brand Manager – Chupa Chups, Perfetti Van Melle, said: “Gaming is an area we’ve had our eyes on for a while and are excited to now be playing a part in.
“We’re always innovating our product range, and this is the perfect way to draw out that spirit of invention into the wider cultural landscape for Chupa Chups’ core consumers.
“This gaming pilot is the first in what we see as a long-term roadmap of gaming investments to connect with our audience to drive growth for the Chupa Chups brand.”
