Cannes Lions

Tok-yo Flavors

PERFETTI VAN MELLE , Ho Chi Minh City / PERFETTI VAN MELLE / 2022

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Demo Film
Supporting Content
Supporting Content
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Overview

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Credits

Overview

Background

Strengthen the #FOREVERFUN brand spirit of Chupa Chups, while raising brand awareness about the new flavor pack inspired by Tokyo culture and trigger consumption.

The idea should be simple and the execution sticking and appealing to break thru the visual clutter and immediately grab the attention of Vietnamese GenZ.

10K usd budget

Small scale investment campaign aiming to create big buzz among the TA.

Idea

“Our eyes say it all.”

Eyes instantly express our reaction to a particular emotion or situation.

To create talk-ability for the new product launch inspired by Tokyo culture and Japanese flavors, whilst leveraging the Forever Fun manifesto of Chupa Chups, we took one of the most recognizable traits of Japanese culture, manga eyes, and made them look deliciously striking.?

To introduce, educate and excite Vietnamese tweens, avid manga& anime consumers, we designed 3 original pairs of manga eyes that not only excitingly portrait the three flavors (strawberry&matcha, cherry blossom and yuzu) but created immediate association with Japan in a simple yet powerful way.

Execution

Strengthen the #FOREVERFUN brand spirit of Chupa Chups, while raising brand awareness about the new flavor pack inspired by Tokyo culture and trigger consumption.

The idea should be simple and the execution sticking and appealing to break thru the visual clutter and immediately grab the attention of Vietnamese GenZ in their places of interest.

The three eye catching and at the same time mouth watering visuals were extremely well crafted to not only created immediate association with Japan but to succeeded in educating the consumers about the delicious flavors as we managed to surprisingly and seamlessly integrate the ingredients story.

The simplicity of the layout made the "manga eyes" stand out as the only visual device, creating an instant connection with the viewers.

Pushing the style from the expected 2D to 3D manga eyes immediately created curiosity and the fresh approach delivered a wow effect.

The meticulous attention and care to even the smallest detail, from the eyes expressions, to the style of make up helped in turning the visuals in the most KAWAII piece of communication ever executed by the brand.

Outcome

The campaign was an instant hit, attracting and exciting consumers far beyond our initial target audience as Tok-yo Flavors became the most successful Chupa Chups campaign in the Country and the most hunted Chupa Chups products ever in Vietnam.

<900000 reactions

15mil people impacted

44% earned media

+222,35% interactions than the 2nd best campaign

X2,56 shares than the 2nd best campaign

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