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Chupa Chups sponsors social influencer dodie’s debut tour in first-of-its-kind campaign

Posted by: Maxus

Date added: Wed 12 Apr 2017

Chupa Chups Sugarfree has sponsored YouTuber and singer-songwriter dodie’s debut tour, the first time in the UK that a brand has sponsored the tour of a musical vlogger/YouTuber.

The campaign was conceived and developed by Chorus, the specialist partnerships division at WPP media agency Maxus, and social influencer marketing service and platform Social Circle.

The Chupa Chups Sugarfree lollipops were sampled by more than 4,000 fans on dodie’s tour, with the campaign aiming to achieve two million engagements across her Instagram, Twitter, YouTube and Snapchat channels. The activity also includes the above influencer video, to support the brand’s positioning with engaging and interactive content.


Saj Nazir, Head of Branded Content & Collaboration at Maxus’ Chorus division, commented: “We set out to bring alive the Chupa Chups “ForeverFun” Manifesto to a Generation Z audience, using Chupa Chups Sugarfree Lollipops as the hero. With this campaign, we developed fun, memorable content of which Chupa Chups Sugarfree lollipops are clearly associated with, whilst creating positivity about the sugarfree proposition to teenagers. Music is a great way to connect to this audience, so sponsoring dodie’s first ever tour was a brilliant way to continue the brand’s affinity to music.”


Matt Donegan, Managing Director at Social Circle, said: “dodie is a phenomenal talent and an exceptional singer/songwriter who perfectly encapsulates authenticity and creativity. As one of the most influential YouTubers in the UK – with 100 million views on her main channel, over a million subscribers across both her channels, and an average engagement rate of 300,000 views per video – she is beloved by her fans and widely respected by her peers. dodie’s audience fit the bill for Chupa Chups Sugarfree lollipops perfectly, which is why she was such a great fit for the brand. We’re excited to have created the first influencer sponsorship of its kind in the UK.”


Chupa Chups now offers sugarfree lollipops, bringing choice to consumers/teenagers who are looking for sugarfree options. Available in three tasty flavours - Cola, Cherry and Strawberry – Chupa Chups Sugar Free are sold individually and in sharing bags of ten.

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