Sep 30, 2026 · 29 min · 12 segments
The jingle didn't follow the media plan. It built it. Chupa Chups is one of the most recognised confectionery brands on earth, and almost all of that recognition sits on a stick. So when the brand…
Brittany RigbyHost
i love that you backed yourself on on the jingle because you're right it is it does feel like such a nostalgic thing and something that you associate with childhood whether or not I mean I'm I'm I grew up in the 90s and that was another kind of great in Australia great era for jingles I mean I could sing 10 of them now on cue And the kind of nostalgia and joy and childlike naivety and wonder that then you associate with the brands that you kind of grew up with.
You also needed to, I imagine... pull on the memory structures that are already associated with Chupa Chups, that really distinctive visual brand that you talk about.
And then take existing customers on a journey into a new category, but also target new customers, a new generation of Chupa Chups fans.
How are you kind of balancing that mix of being future facing and then embracing nostalgia and existing love for the brand?
Well, it's a really good question, isn't it? I mean, I think, you know, i mean inst instinct my my my instinct instinctively i think as i say we had this idea of free the fun shine and so much of what we've tried to do subsequently with it and chapa is all about joy right and a little bit of curiosity and a little bit of knowing and a cheeky wink and a little bit of you know playground humor with a high-end finish
kind
of vibe but essentially just just be really simple just try and be joyful I think this is it I think we can get too serious to your point about jingles I mean I do are there many many a time I've been in meetings where I thought I'd be so good if we could do this and you say the word jingle and if I'm brutally honest most agency strategists or the grown-ups in the room will go oh my god start looking for their phones thinking, oh, what's going on? Because it's like a bit, it's like puns in advertising.
i love that you backed yourself on on the jingle because you're right it is it does feel like such a nostalgic thing and something that you associate with childhood whether or not I mean I'm I'm I grew up in the 90s and that was another kind of great in Australia great era for jingles I mean I could sing 10 of them now on cue And the kind of nostalgia and joy and childlike naivety and wonder that then you associate with the brands that you kind of grew up with.
You also needed to, I imagine... pull on the memory structures that are already associated with Chupa Chups, that really distinctive visual brand that you talk about.
And then take existing customers on a journey into a new category, but also target new customers, a new generation of Chupa Chups fans.
How are you kind of balancing that mix of being future facing and then embracing nostalgia and existing love for the brand?
Well, it's a really good question, isn't it? I mean, I think, you know, i mean inst instinct my my my instinct instinctively i think as i say we had this idea of free the fun shine and so much of what we've tried to do subsequently with it and chapa is all about joy right and a little bit of curiosity and a little bit of knowing and a cheeky wink and a little bit of you know playground humor with a high-end finish
kind
of vibe but essentially just just be really simple just try and be joyful I think this is it I think we can get too serious to your point about jingles I mean I do are there many many a time I've been in meetings where I thought I'd be so good if we could do this and you say the word jingle and if I'm brutally honest most agency strategists or the grown-ups in the room will go oh my god start looking for their phones thinking, oh, what's going on? Because it's like a bit, it's like puns in advertising.
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