The story of one brand: how candy on a stick became a cult product

 

Today is the birthday of Enrique Bernath, the man who came up with a world-famous candy. His sweet empire produces 40 billion caramels a year. A brand recognition exceeds 90%.

Speech, of course, about the Chupa Chups.

How did it all start?

With bold decisions.

The Strategy

Enrique Bernat was the heir of a large confectionery business. Having received the right to manage the company, a young Spanish entrepreneur refuses to produce 200 kinds of products produced earlier and decides to concentrate on the production of caramel.

The Legend

As the legend says, the idea of creating around candy on a stick lit up Bernat quite by accident. Once, during the walk, he drew attention to a dirty little boy with sticky hands and his discontented mother. The inquisitive kid from time to time pulled out a candy from his mouth and admired it. Here the owner of the confectionery business and met with the “pain” of its consumers. He realized that he would equally please both children and their parents – a candy that would not spoil hands.

So, in 1958 appears that same round caramel on a stick.

Legend is legendary, but evil tongues say that Bernat betrayed great importance for the not very popular at that time in marketing research. And it was these data analysts who prompted him in what direction it is worth developing a business.

Naming

The first name for the candy was invented by Bernat. Caramel was named GOL (goal). The round sweet ball, according to the idea of a businessman, was to be associated with a football, and the mouth with a gate. But even the author himself did not like the name too much. And he decided to seek help from the agency.

The advertisers suggested calling the candy Chups (from the Spanish verb chupar – suck). It was with this naming option that the company began advertising promotion. Part of the campaign was an unpretentious song, which soon began to sing all the Spanish kids. Their version of the chorus, which sounded like “Chupa-Chups”, and became the final version of the name of the product. So the main consumers chose the name for the lollipops.

In 1962 the trademark Chupa Chups was officially registered.

Can not choose a name for your product? We have for you 3 strategies for successful brand naming.

Sound branding

So, a well-chosen song played an essential role in the fate of the Chupa-Chups. Her uncomplicated major motive will please you. In the video below, there are bright moments from the history of the company, including a bright advertising hit of the late 50’s.

Visual Branding

In 1969, the lollipop was already very popular. Sales went up. And the product urgently needed a bright memorable logo and attractive packaging.

And at this stage, Enrique Bernat made another true decision. For help in creating the logo, he turned to his compatriot Salvador Dali .

The artist spent about an hour contemplating and painting the world-famous logo: a daisy-shaped badge with a product name inside it.

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By the way, cooperation with Salvador Dali and in itself became a vivid information occasion, which drew additional attention to the brand.

Want to know which logos bring success to companies? To find this out, it was carried out the study.

The sales strategy

It is interesting that it was Enrique Bernat who came up with the idea of placing lollipops near the cash register, where children could reach them. Especially for this purpose, bright stands were created. Every kid wanted to take this candy.

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So, step by step, the Chupa-Chups conquered the world, even reaching outer space. In 1995, candies were delivered to the international MIR station. The cosmonauts rejoiced like children.

What conclusions can we draw from this story?

Everything in the classics: analysis of CA, identification of pain, competent positioning and good advertising will be an excellent help for creating a successful brand.

A cockerel on a stick of hi ­čÖé

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