The lollipop category is crowded with near-identical flavours and formats, where "new" rarely feels new. Chupa Chups launched a Blueberry Bubble Gum Lollipop with a genuine twist it dyes your tongue bright blue with every lick — but a flavour claim alone would blend into the noise. It needed to become impossible to ignore and impossible not to share.
Strategic thinking: The insight don't tell people about the flavour, give them something to show. The blue tongue isn't a side effect; it's the whole idea. It turns every taster into living, walking media, and reframes the launch from "a new flavour" to "a fun thing you do." We built the campaign around a shareable behaviour, not a product benefit.
Creative solution: Bright blue tongues stick out to complete the word — "HI!" & "Hee!" — turning tasting into a playful greeting. Set against clashing, high-saturation candy colours and a joyful, diverse cast, every frame is engineered to pop in a feed and beg to be recreated. The product becomes the punchline, the proof, and the invitation, all at once.
The outcome of the project was more than just a refreshed look — it was a transformation in how the brand communicated, behaved, and connected with its audience. By creating a system that was both consistent and adaptable, the work gave structure to everyday communication while leaving space for evolution.
The design language became a unifying force across platforms, improving clarity internally and strengthening recognition externally. Digital experiences became smoother and more engaging, while the overall identity positioned the brand as confident, timeless, and ready for growth.
Jonas Richter (Creative Direction), Clara Neumann (Design Direction), Leon Weber (Art Direction), Mia Fischer (UX/UI Design), Daniel Vogt (Copywriting).
