Smoke CHUPA CHUPS.

In the 1980s, owing to falling birth rates, Chupa Chups target audiences are no longer just kids and teenagers, an anti-smoking slogan "Smoke Chupa Chups" was tried to attract further adult consumers.

Its quite a different style from it's previous campaign and present day campaign, like;

• What a sweet half hour.
• The pleasure of sucking.
• Life less serious

1. This time, the target audience change from teenagers and kids to adults, as an alternative to tobacco.
2. Its quite a symbolic meaning, since the pose of smoking are similar to sucking Chupa Chups. So it can gain awareness of those smoker to choose sucking Chupa Chups to replace smoking cigarette.
3. One thing to notice is that, it use the famous cow boy from well-known cigarette brand, Marlboro, as its celebrity. Therefore, the concept stands out very sharply and impressive.
4. On the other hand, the package of this anti-smoking campaign are special. Chupa Chups tried to develop a paper box base on the cigarette box for the Chupa Chups package. It's eye-catching and it also modify the size of Chupa Chups to a mini one, therefore easier for people suck more convenient.