Chupa Chups Research

Background:
Chupa Chups is a lollipop company owned by Spanish native Enric Bernat. Bernat established the company in 1958. Chupa Chups comes originally from the Spanish verb “chupar” which means “to suck”. Chupa Chups operates in a frontier-free global market. The lollipop company features more than 50 different flavors and combination of flavors. Furthermore, it sells them in a variety of packages ranging from traditional to motorized, canned and tube-shaped lollipops and many other creative designs.
Attractive slogans from Chupa Chups:

"What a sweet half hour"

"It's round and long-lasting"

“Stop smoking, start sucking.”

History:
After Bernat’s experience in working for an apple jam factory, he came up with a new product idea which is to make lollipops. Lollipops at that time did not exist; instead, there were only round candies without a stick. In 1958, Bernat took over the apple jam factory and renamed it Chupa Chups. He manufactured the production machines and started making candies on a wooden stick and sold them. Later on, he shifted to making candies on plastic sticks due to the shortage of wood in Spain. He acquired this idea from his angry mother as she got annoyed when she saw her child with sticky hands from the melted candies. Hence, Bernat felt that sweets were not designed in a way that suits children. Within five years of selling Chupa Chups candy, Bernat sold candies in around 300,000 stores. This showed a successful start of his company.
Ten years later, the Chupa Chups Company sold more than 90% lollipops outside Spain. Afterwards, the company’s selling grew globally making larger number of people aware of its products. The growth of Chupa Chups was unstoppable, leading to the establishment of other factories in France, Mexico, China, United Kingdom and India. “The accumulated quantity of 10 billion Chupa Chups lollipops sold worldwide was reached in 1979. Nine years later, this figure doubled to 20 billion. In 1991, manufacturing operations in Russia began with a daily production of 1.5 million lollipops. A short time later the factory reached another important milestone when it supplied the first lollipops consumed in space, sent to the MIR space station upon the cosmonauts' request.” Chupa Chups Company celebrated its 50th anniversary on September 26th 2008 in Barcelona.

Logo:
Logo is defined as a name, term, sign, design or a combination of these in order to identify the good or service of one seller or group of sellers, and to differentiate them from those of the competition
-Did you know that current Chupa Chups logo was designed by the famous surrealist Salvador Dali in 1969?
First of all, the owner himself created a simple brand logo when he established his company in 1958. Then, he made some changes to the logo and in 1961 and 1963 until Dali created the logo that is still the same now since that time.
An important moment in the Chupa Chups brand history came in 1969 when the company adopted Dali’s logo. In order for Bernat to make a creative logo, he referred to the famous painter Salvador Dali. Bernat traveled north of Bercelona to meet Dali. During lunch and in less than an hour, Dali developed the company's daisy-shaped logo and bright colors. The brand name was centered in the middle of the daisy. Following Dali’s suggestion, the logo was removed from the side of the lollipop and placed on the top to make it more readable. The association of Dali's name with the Chupa Chups company logo gave it an international attention, allowing the company to enter new markets.


The logo hasn't been changed since it was first created. This 38 year-old logo appears to be modern, up-to-date and is very competitive with other candy companies. Although this logo is old, it still looks new and modern as if it has been created now. Since candies are more desired by children than adults, this logo attracts its targeted children by its bright and catchy colors.

Advertising and Logo:
An attractive logo can be an effective sales tactic. The Chupa Chups Company advertises its lollipops using endorsements like Madonna and “famous suckers”. Moreover, Chupa Chups Company launched its first marketing campaign for its logo accompanied with the slogan "It's round and long-lasting". Another campaign was launched in the 1980s; it was an anti-smoking campaign with the slogan “Smoke Chupa Chups”. The company’s current slogan for anti-smoking is “Stop smoking, start sucking.” In addition, the company used endorsements when it ran a successful campaign featuring the Spice Girls with their Fantasy Ball Lollipops and Crazy Dips in 1997 and 1998.

Conslusion:
Chupa Chups has been running since 1958 and since then it is coming up with new ideas to impress its targeted audience and satisfy its loyal customers. Chupa Chups is constantly making new flavors and shapes to remind its customers about its unique flavors. It maintains the brand recognition in the minds of consumers. Chupa Chups started in one country from a small factory merging to worldwide companies increasing its branches around the world. Before Bernat’s death in 1991, he passed formal control of "Chupa Chups" to his son Xavier.


History in a flash
1957 Enric Bernat takes over Granja Asturias S.A.
1958 Introduction of the first lollipop under the CHUPS brand name
1964 Granja Asturias S.A. changes its name to S.A. Chupa Chups
1967 Establishment of Société Bernat et Cie. (France)
1967 Opening of new plant in Sant Esteve de Sesrovires (Barcelona)
1969 Salvador Dalí designs the Chupa Chups wrapper
1969 Opening of new plant in Bayonne, France
1970 90% of business is national and 10% exports
1977 Launch of Chupa Chups in Japan
1980 Exports already represent 90% of total production
1980 Establishment of Chupa Chups USA
1981 Establishment of Chupa Chups Diversificacion, S.A. in Spain
1982 Establishment of Chupa Chups GmbH
1983 Establishment of Chupa Chups UK Ltd.
1989 Establishment of A/O Neva Chupa Chups in St. Petersburg (Russia)
1994 Establishment of Shanghai Chupa Chups Gsy. Ltd (China)
1994 Opening of new plant in Villamayor, Spain
1995 Chupa Chups becomes the first lollipop consumed in space, aboard the Russian space station MIR
1996 Establishment of Chupa Chups invest Mexico S.A. de C.V.
1996 Foundation of Chupa Chups Club
1997 Presentation in Moscow to King Juan Carlos I in celebration of 1 billion Chupa Chups lollipop produced in Russia
1997 S.A. Chupa Chups honoured with Prince Phillip Award for Business Excellence
1997 40 billion Chupa Chups lollipops sold worldwide