In 1958, Enric Bernat, the founder of the Spanish company Chupa Chups, came up with a candy idea that let parents not worry about kids dirtying their clothes again. It’s a candy on a stick. At first, Bernat thought of calling it ‘Gol’ (which means ‘Goal’), imagining the candy like a ball and the mouth like a goalpost.
Later, a new name emerged. It comes from ‘Chupar,’ which in Spanish means the verb ‘to suck.’ The company’s first slogan was ‘És rodó i dura molt, Chupa Chups,’ which translates from Catalan as ‘It’s round and lasts a long time, Chupa Chups.
In 1961, Bernat asked Salvador Dalí to come up with a new logo. The legend says he created the logo in just 1 hour. He placed ‘Chupa Chups’ inside a daisy. The logo was also different in its position – not on the side, but on top of the candy, making it more visible.
The artist was inspired by the colors of the Spanish flag for his choice of colors. In 1988, there was a logo rebranding. Designers outlined the daisy several times, while keeping the overall concept intact. They unified the typography style.
In the late 60s, the candy on a stick started to appear beyond the country’s borders. Within 10 more years, the candy were known all around the world: in the USA, the UK, Japan, Europe.
At the end of the 20th century, Chupa-Chups became a target of the sexual revolution ♀️♂️💋, making people think about it in two different ways. Because of this, the creators of the company’s advertising campaign decided to release controversial advertisements.
Chupa Chups company has always been known for not only controversial but realy creative and talented advertising. Here’s a small collection of what I find most interesting about Chupa Chups company.
There was an interesting case related to the company.
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The head coach of the football club “Barcelona,” Johan Cruyff, didn’t advertise Chupa Chups. He quit smoking when he had heart problems. Fans started noticing that instead of a cigarette, the coach was constantly sucking on a Chupa Chups lollipop. Since that moment, candy sales in Spain grew sevenfold! Since then, Chupa Chups has been known for its popular and extensive anti-smoking campaigns.
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