The 'Sweet or Sharp' campaign includes POS materials encouraging consumers to scan a QR code in order to win prizes. This will direct the users to an online platform which will either furnish them with a 'Sweet' reward, or task them to complete a quick 'Sharp' challenge.
Users will also be asked to join the Chupa Chups UK Facebook group – one of the campaigns' key objectives is to grow this community to 50,000 likes.
The campaign is being handled by creative digital agency Maynard Malone, which won the six-figure brief in December last year.
“Maynard Malone's proposal stood out as it combines highly creative ideas with solid digital performance,” said Chupa Chups brand manager David Leal. “We are increasingly seeing digital campaigns sit at the centre of our communications planning, and Maynard Malone are our trusted partner for strategy and execution.”