Those cool Chupa Chicks

Britney Spears meets Tank Girl. That’s the latest look for the Chupa Chicks.

If you’re on the wrong side of…oh, 30, then the statement above probably didn’t make a lot of sense to you. But if you’ve got the youth and stamina to go clubbing in downtown Toronto on weekends, then you’re probably familiar with the Chicks – two enthusiastic young women who buzz around the city’s entertainment district on scooters, handing out Chupa Chups lollipops to those standing in line outside the local dance clubs.

The Chupa Chicks are the brainchild of Tania Koster, creative director with Toronto-based Ground Control Marketing. Their new look – "cheerleaders with an edge," as she puts it – was culled from a number of sources, including music and film.

"It’s all about taking a lot of different images, putting them together and hoping that they work," she says.

That pretty much sums up Koster’s job. As promotional agency for Chupa Chups, Ground Control is responsible for helping the Spanish confectionery maker develop grassroots efforts aimed at building the brand in Canada.

Rather than tap current trends, Chupa Chups wants to establish its hip credentials by getting ahead of the curve. So Koster’s role is to predict what’s going to become cool for the youth demographic, and then make every effort to associate that image with the brand.

While Chupa Chups lollipops have been available in Canada for several years now (the distributor is Koffman Foods of Mississauga, Ont.), support for the brand has been somewhat fragmented, Koster says. However, the company is now trying to integrate all of its Canadian marketing efforts.

What that means, in practical terms, is that Ground Control works in complementary fashion with the brand’s advertising agency, Toronto-based Harrod & Mirlin/FCB.

The strategy is two-pronged: Ground Control targets the "influencers" (the image-conscious 18-34-year-olds who effectively define what’s cool), while Harrod & Mirlin targets younger teens through more traditional avenues.

While mass-media advertising makes an important contribution to the brand’s overall image, it’s the grassroots activity orchestrated by Ground Control that determines how well it registers on the street-cred meter.

Koster says a key to the global strategy for the Chupa Chups brand has been to involve itself with the entertainment industry. "Entertainment is driven by image," she says. "It’s a way to get people to notice you in the media."

In this market, that has meant establishing a presence for the brand at film and CD release parties, as well as other entertainment events such as the North By Northeast music festival and the MuchMusic Video Awards.

As on-site spokespeople for the brand, the Chupa Chicks play no small part in building its "street image." Their look changes frequently, to ensure that the image stays just ahead of the trends. (They started out last year as Geisha Girls, and went through Viking Chick and Boogie Girl phases before entering their latest incarnation.)

As long as they’re memorable and create a fun climate for the entertainment-seekers they’re targeting, then the Chicks have done their job, Koster says.

"The brand is fun, and we want to keep it that way," she says. "When all is said and done, the consumer is going to remember the girls when they hand them candy."

On the advertising side, Harrod & Mirlin/FCB is currently working on a new campaign for Chupa Chups that will run in outdoor and specialty television.

While the creative won’t borrow any of the imagery developed by Ground Control, it will communicate the same emotion, says Branka Stavric, group account director with Harrod & Mirlin. "We’re trying to integrate the efforts."

The challenge, she says, is to convey cool without appearing to be telling kids what to buy – a delicate exercise, given that this is exactly what the advertising will be doing.

Stavric says the media-savvy target prefers to find its own products, rather than having something shoved down their throats. "We’re just trying to make it easy for them to find the product," she says. "We want them to feel like it’s their brand."

The target also dislikes slick advertising, she adds, so it’s important that any effort by the brand to establish cool appears to be unconscious. "You want to be a cool, hip brand – but a brand that’s not trying too hard to be a cool, hip brand."

As an addition to these efforts, Ground Control has found a novel way to establish a national television presence for the brand. The agency has created a special Chupa Chups bench for the MuchMusic set. The bench, which will be presented to the music station this month, is made of Plexiglas and filled entirely with the lollipops, in their colourful wrappers. (The Chupa Chups logo, by the way, was originally designed by Salvador Dali.)

While the Chupa Chicks street program remains a Toronto-only effort at this point, Koster says the brand also gets involved in national promotions, in order to target some of Canada’s other major urban centres. It partnered with Zomba Records, for example, on a series of parties across the country for the Groove Armada CD release. And the brand has done product sampling at Alliance Atlantis film screenings and Snowboard Canada events.

So how does Ground Control go about predicting which trends the target group will embrace next?

Koster says the Chupa Chups brand identity – irreverent, fun and sassy – crosses all cultural barriers, so she approaches the search for cool with a similar notion in mind. One of the best places to go trend-hunting, she notes, is Asia.

Stylistic cues can come from any number of sources, including music, fashion and film. But there’s no formula for predicting cool, Koster says. Much of it is simply based on her own instinct, and those of her colleagues at Ground Control.

"I don’t really know how I do it," she says. "It’s just something I’ve always been good at doing."

Also in this report:

– Labatt employs dry humour: Moderation campaign relies on insights from student target p.B4

– Advertising to kids in Quebec no picnic: Know the rules or suffer the consequences p.B10

– Dentyne Ice locks lips with youth target: Has built ongoing campaign on theme of anticipating first kiss p.B14

– Grads more valuable than you know p.B15

Cannes Lions 2025: Canadians nab more medals on final festival day

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Friday’s batch of Silver and Bronze winners included the oldest category at the Cannes festival, Film, as well as Sustainable Development Goals, Dan Wieden Titanium, Glass: The Lion for Change and Grand Prix for Good. Canadians were recognized with four Lions today: two Silver and a Bronze in Film, as well as a Bronze in Sustainable Development Goals.

FCB Toronto was given yet another nod for its work, “The Count,” for SickKids, bringing the medal count for that campaign to four, including a Gold for Health & Wellness. Another Canadian agency recognized on the final day of the festival was Klick Health Toronto, which earned a Silver in Film for its work “Love Captured” for Human Trafficking Awareness and a Bronze for “18 Months” for Second Nurture. And over in Sustainable Development Goals, the Bronze went to Publicis Canada and its “Wildfire Watchtowers” work for Rogers.

Another massive win for Canada included not one, but two Young Lions (pictured above) taking home medals in the annual competition. In Design, the Gold Young Lion was awarded to Rethink’s senior motion designer Jesse Shaw and ACD Zoë Boudreau. The second, a Bronze in Media, went to Cossette Media’s business intelligence analyst Samuel David-Durocher and product development supervisor Tristan Bonnot-Parent.

Film (2 Silver, 1 Bronze)

1 SILVER: “The  Count” by FCB Toronto for SickKids Foundation

“The Count,” a striking campaign from FCB Toronto for SickKids Foundation, has earned 1 Gold, 2 Bronze and now 1 Silver for Film at Cannes. If you watch it, it’s easy to see why. The collaboration between brand and agency honoured the hospital’s “VS” platform, while steering it in a new direction from its initial development by previous AOR Cossette. The creative celebrates childhood cancer patients who have to fight for every birthday, while honouring the hospital’s own milestone – 150 years and counting.

 

1 Silver: “Love Captured” by Klick Health Toronto for The Exodus Road

Klick Health Toronto added to its medal tally with a Silver in Film for it’s work “Love Captured” for The Exodus Road. The creative features a romantic getaway that isn’t what it seems in an experiential short film for the global anti-trafficking organization. The experience takes viewers through a tragic and twisting experience of exploitation.

 

1 BRONZE: “18 Months” by Klick Health Toronto for Second Nurture

Klick Health Toronto also won a Bronze in the Film category for its work, “18 Months,” done for the charity organization Second Nurture. The animated film is based on a real-life story in which a same-sex couple adopts a baby found in a subway station, and the 18-month journey into a story of hope.

Sustainable Development Goals (1 Bronze)

1 BRONZE: “Wildfire Watchtowers” by Publicis Canada for Rogers

Publicis Canada landed on the winners board for its work, “Wildfire Watchtowers,” for Rogers. The Canadian-developed wildfire-detection tech – which has been billed as “a fire alarm in the forest” – uses AI-powered sensors installed on 5G towers to monitor vast remote areas in real time. By scanning, identifying and reporting early signs of wildfires (up to 16 minutes faster than other systems), the technology helped prevent 54 fires in 2024 alone.

Catch the Gold winners later today when they’re revealed at the gala in Cannes.