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Famous logos: Part VII - Chupa Chups

This is a story of Enric Bernat, the Catalan football lover who placed bonbon on a stick - the rest is history.
The Catalan lollipop made its first appearance in 1958, when the company founder Enric Bernat hatched the idea of placing a bonbon on a stick. He called the product “GOL,” imagining the candy as a soccer ball and the open mouth a net. It didn’t go over well. So Bernat hired an ad agency that renamed his product “Chupa Chups” (from the Spanish chupar, meaning “to suck”). All that was left was the branding. In 1969, Bernat complained about what he had while having coffee with his artist friend – none other than Salvador Dalí.


Acutely aware of presentation, Dalí insisted that his design be placed on top of the lolly, rather than the side, so that it could always be viewed intact. It proved to be one of the most enduring pieces of branding ever and one that’s still used today, four billion sales later. In 1990s, Chupa Chups reached to 164 countries around the world, meaning you’ll find the iconic lollipop almost everywhere!


Its first marketing campaign was the logo with the slogan “És rodó i dura molt, Chupa Chups,” which translates from Catalan as the rather uninspiring, “It’s round and long-lasting.” In the 1980s, an anti-smoking slogan “Smoke Chupa Chups” was tried to attract further adult consumers. The company’s current anti-smoking slogan is “Stop smoking, start sucking,” with certain packaging designed as a parody to cigarette packs. Some packages parody the mandatory black and white warning labels of the European Union with the notice “Sucking does not kill.” Later, celebrities like Madonna were hired to advertise the product.

Chupa Chups is now owned by the Italian-Dutch multinational Perfetti Van Melle (the corporation also owns brands such as Mentos, Smint and Fruitella).


Fun Fact: Lucky number 7… Strawberry, orange, lemon, strawberry & cream, chocolate & vanilla, coffee & cream and mint were first 7 flavours launched. (Strawberry and strawberry & cream are still the best selling today!)

Read also:
Famous logos: Part I - Shell
Famous logos: Part II - Audi
Famous logos: Part III - Starbucks
Famous logos: Part IV - AT&T
Famous logos: Part V - MasterCard
Famous logos: Part VI - Nike

Sources:
Chupa Chups - Our Story
Logo Design Love - Salvador Dali’s Chupa Chups logo
Fast Company - Salvador Dalí’s Real Masterpiece: The Logo For Chupa Chups Lollipops

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About the author

Erkki is founder and AD, who has been with Sviiter since its first steps. Erkki is with economy degree but with great passion for art & design. He has been a mentor in Ajujaht, manager of Innovation Year and helped to build Education Innovation Centre in Tallinn University.
erkki@sviiter.ee