Back-to-school prize promotion by Chupa Chups
Published on: 12/04//2025
For a back-to-school campaign, Chupa Chups was looking for a striking way to draw attention to its prize promotion. The displays had to appeal to both parents and children, showcase the actual board and require minimal effort from retailers. On top of that, the concept needed to be flexible enough to work in different retail environments, from large supermarkets to smaller convenience stores. This led to the idea of a single powerful promotional tool that is both inspiring and practical.
From white mock-up to colourful eye-catcher
We started with unprinted white mock-ups. These prototypes allowed us to test in practice whether the structure was strong enough to support the real board, whether the displays stood firmly and whether the prize board was clearly visible from every angle in the aisle.
During this phase we also looked at ease of use for store staff and shoppers: how easy is the display to set up, where do the entry cards go, and how do customers move past it? Based on these tests we continuously refined details such as hooks, cut-outs and the base until everything was just right. By trying out all these aspects with a white model first and adjusting where necessary, we were able to perfect the technical design before adding the eye-catching Chupa Chups artwork.
Lollipops, boards and plenty of stopping power
After the testing phase we could really get started on the design. The longboard display is set up as a kind of cardboard gate with the board hanging prominently in the centre. The large arrow and round header board add height and make it clear from afar that there is something to be won. The second display is specially designed for the hoverboard. Thanks to the cut-out frame, the board almost seems to float, turning it into a miniature shop window in the aisle.
In both displays, great attention has been paid to 3D elements that create depth. The iconic Chupa Chups flower logo is applied as a separate element on the displays, literally popping out of the structure. The arrows pointing to the board and the entry box guide the shopper’s eye, making the route from looking to picking up and taking part as intuitive as possible. The bright red-and-yellow brand colours and the splashy “graffiti” effect create a playful, urban look that fits perfectly with longboards and hoverboards.
Practical on the shop floor
Besides branding, the display first and foremost had to be functional on the shop floor. The structure is designed so that staff can set up the displays in just a few steps without tools. The boards are attached using a simple yet sturdy suspension system, so they remain safely in place but can also be replaced quickly when the promotion changes. On the side, space has been reserved for an explanation of the prize promotion and an integrated box for entry cards. This keeps all information neatly together and turns the displays into a complete promotional tool instead of loose materials scattered around the store.
For retailers it is important that POS material does not get in the way. That is why we focused on a compact footprint: the displays stand out clearly in the aisle, yet still leave enough room for shopping trolleys and customer traffic. On the front there is space for a small stock of Chupa Chups packs, keeping the step from seeing to buying as small as possible.
Sustainably and efficiently produced
Both displays are made entirely from sturdy, recyclable cardboard. This makes them lightweight, yet thanks to smart internal reinforcements they are still strong enough to carry the real boards. The displays are delivered flat on pallets, allowing many units to be shipped in a single load and keeping logistics costs and CO₂ emissions low. High-quality full-colour printing is used in the print shop, ensuring that Chupa Chups’ corporate colours match other brand communications on the shop floor exactly.
After the campaign, the displays can easily be disposed of with the regular waste paper stream. This keeps material use to a minimum and gives the cardboard a second life. For Chupa Chups, it is an ideal solution: maximum impact during the promotion, minimal impact on the environment afterwards.