The opinion leaders that Chupa Chups uses as endorsers for its products can be anyone who is famous regardless of age. These include erstwhile footballer Fernandez, the former trainer of the Paris Saint-Germain ,who endorse Chupa Chups through public consumption, and who, during his reign as coach of the Athletic Bilbao, sucked on Chupa Chups in order to restrain himself fromsmoking.
Opinion leaders are appropriate targets for inspirational cool brands like Chupa Chups owing to their positive role in dictating new trends that are initially exclusive and their ability to demonstrate that Chupa Chups is a brand not only for children.
Scientists differentiate between Nutritive Sucking and Non-Nutritive Sucking. Nutritive Sucking (NS) is directly related to nutrition and the absorption of essential nutrients. Together with the chewing process, sucking helps absorb the nutritive components of food. It is the absorption of these nutrients through the walls of the mouth that contribute to a quick feeling of fullness.
Non-Nutritive Sucking (NNS) is not directly related with a nutritional need but serves a more psychological purpose as it contributes to a feeling of warmth and security.In both cases, sucking is a natural, normal and healthy reflex and it is in fact necessary behavior for very young children and babies. Sucking on a Chupa Chups lollipop may be related with both types of sucking, but especially non-nutritive.
The main healthy elements of this candy are Isomalt and Vitamin CIsomalt has the same volume, texture and appearance as ordinary table sugar. This means that products which contain Isomalt do not lose out on the sweet taste that sugar normally provides products such as hard candy and lollipops. Isomalt helps prevent tooth decay and reduces the formation of plaque and has a lower caloric value compared to ordinary table sugar.
Tags: Brand Management, Brand Image, Chupa Chups nutritive value
[...] It is positioned as a family, universal, friendly brand whereas Chupa Chups is much more individualistic, provocative, and trendy. It is good to eat Haribo in society, to be integrated into the group, to do the same as the others. On the contrary, it is good to eat Chupa Chups, to claim one's uniqueness, to differentiate from the others. Haribo is continuity, follows the rules and the patterns of the society, whereas Chupa Chups is rupture, breaks the rule and patterns. [...]
[...] Indeed they often do not care much for the brand of a lollipop but as they are familiar with CC and know it is the best, they will buy Chupa Chups Brand community The brand has a community that is reflected on the website which features a chat room for each product so that people can share their impressions with other consumers. However, it does not seem to work so well as there are very few messages. Brand communities are often more active when they can oppose another brand, but there is no other strong brand in that field like Pepsi for Coco Cola. [...]
[...] It has been the most risk fraught launch of the brand because until that moment, Chupa Chups had nothing to do with the cosmetics industry. Every innovative, fun, original and unique product is in accordance to Chupa Chups mission, and thus does not alter the brand image and the perceptual fit International branding History Very early on, Chupa Chups CEO decided to expand internationally as product diversification did not seem to have had significant results. The first step was the building of a new factory in France near Bayonne to be able to export to European 9 countries. [...]
[...] problem The existence of boring candies; health conscious mother discourage their children from consuming sweets in fear of teeth problems Contract Entertainment for Every mouth Everyday with Passion, to create superior customer satisfaction Required Competencies Glucose is inevitably important to supply us with the necessary energy for our daily physical activities, especially for our brain. A Chupa Chups glucose-containing lollipop is a tasty way to give the brain a boost! A guilt-free pleasure of real cream is added to Cremosa by ChupaChups to give it a smooth, creamy taste but it's still calorie reduced, with 30% less calories than main sugarcontaining creamy candy brands. [...]
[...] The logo continued to evolve and underwent its last change in 1988 However, despite modernization and the passing of time, the essence has remained the same and the logo continues to have the same universal appeal brought about by that launch back in Chupa Chups and its consumers 3.1 Chupa Chups brand image vs its competitors Brand identification As the brand Chupa Chups conveys very strong, provocative and trendy values, it is easy for consumers to identify themselves with the brand. For many consumers of CC, the brand has become an element of their normal environment. [...]
Online readingwith our online reader
Content validatedby our reading committee