Chupa Chups: The Incredible Chewing Lift

Chupa Chups needed to raise awareness of a new product, Incredible Chew: a distinctive chewable lolly (not the iconic lollipop Chupa Chups are most recognised for). To achieve this, we leveraged a key character from the product's packaging—the "chew monster"—and turned it into an interactive OOH experience. We created a fun lift decal turning the chew monster's mouth into chomping elevator doors at Chatswood's Westfield Shopping Centre. This was supported by digital OOH throughout the mall that reinforced Incredible Chew to shoppers, helping to shift perception of Chupa Chups from lollipops to chewable lollies.