Chupa Chups Unveils India's First Jelly in Tubular Form - Sour Tubes

Chupa Chups, a renowned confectionery brand under the Perfetti Van Melle umbrella, is set to ramp up the fun factor with the introduction of Chupa Chups Sour Tubes – India's first-ever jelly in an elongated tubular format!

These Sour Tubes are uniquely designed with a delectable chewy fondant filling and Chupa Chups' signature sweet-sour coating. Available in Strawberry and Watermelon flavors, each pack contains 3 tubes, priced at just Rs 10. Additionally, there's a larger, shareable Modern trade pack offering 8 tubes for Rs 50. With their vibrant colors and delightful flavors, these tubes promise to be a delightful treat for both the eyes and taste buds!

Chupa Chups has consistently challenged conventional norms in the category by introducing groundbreaking innovations that have captivated consumers. From the fusion of lollipops and bubble gums with Chupa Chups Gum Filled Lollipop to the pioneering range of Chupa Chups jellies, featuring unique sour-sanded and playable formats like belts, bites, and mini tubes, the brand has reshaped the confectionery segment. With the launch of the all-new Sour Tubes, the brand aims to further cement its identity as an innovative, youthful brand, especially appealing to those seeking distinctive and differentiated confectionery products.

Rajesh Ramakrishnan, Managing Director of Perfetti Van Melle India stated, "In the confectionery segment, innovation thrives. For Chupa Chups, we have always ventured into uncharted territories, exploring novel formats to drive the brand's growth while elevating and premiumizing the category. With the introduction of Chupa Chups Sour Tubes, we are taking yet another step in that direction and eagerly await our consumers' response."

The product launch will be accompanied by a digital campaign designed to amplify the brand promise of 'forever fun' among the target audience. The digital film unfolds with a group of friends in a café creatively extending their moment of fun by using Sour Tubes as straws in their empty glasses. They amusingly convince a skeptical waiter that they are sipping an invisible drink while secretly relishing the delectable flavor of the Sour Tubes. The sequence is accompanied by a lively soundtrack that not only builds excitement but also adeptly maintains the entire sequence's charm. All of this is inspired by the fruity flavors of Chupa Chups Tubes, aligning perfectly with the philosophy of Forever Fun. The product launch will receive additional support through digital and modern trade activations to further engage consumers.

Gunjan Khetan – Director Marketing, Perfetti Van Melle India said, “At Perfetti, we believe in refreshing consumer interest in our product categories with the introduction of contemporary offerings. Chupa Chups’ diversification in the unique format of Sour Tubes benefits the category, and the distinctive shape and texture offers great scope for playful consumption. Therefore, we have attempted to bring alive the same ‘spontaneous fun’ philosophy in our launch campaign as well. The campaign will be supported with digital, product sampling and POSM, providing a comprehensive and engaging experience for consumers.”

Anurag Agnihotri, Creative Partner, Ogilvy West said, “Every Chupa product is fun to play with. Sour Tubes is probably the most playable yet. The long tube shape sparked our imagination. So all we did was, had fun showing how you can have fun with it.”