Chupa Chups is teaming up with Netflix’s Stranger Things this September to launch two themed packs ahead of Halloween and the final season of the show.
Each pack contains an assortment of mystery flavours inspired by the show’s characters and its eerie setting, the town of Hawkins. One pack reflects Hawkins’ familiar reality; the other draws from the show’s dark parallel dimension. The nine flavours are named after characters and standout moments, with identities revealed only upon tasting.
Three formats will be available from 1 September:
- 16-unit lollipop bag (five flavours, RSP £2) – available in Sainsbury’s
- 10-unit lollipop bag (four flavours, RSP £1.50) – available in Morrisons, Asda, Co-op, and cash & carry
- 50-unit display (RSP 25p per unit) – available in cash & carry
Consumer testing showed strong feedback on both the packaging and themed flavours. Each pack includes a QR code linking to a digital experience with competitions and interactive content.
To support its biggest launch of the year, Chupa Chups is investing £1.3m in a campaign starting 1 September. Grocery outlets will feature POS materials, and an out-of-home campaign will run near major stores. Social media activity will target Gen Z on TikTok and Instagram, while experiential events at Thorpe Park’s Fright Nights aim to build momentum ahead of Halloween.
