Chupa Chups® appoints P&L Global Network to expand the brand in Mexico BRANDORA Editorial Staff - March 2014

 
P&L Global Network announces it has been appointed by Perfetti Van Melle Group as the exclusive licensing agency of the evergreen property Chupa Chups® for Mexico. P&L Global Network will be responsible for the implementation & launching of the Licensing Program.

Chupa Chups®, one of the most famous candies and part of the graphic history of the 20th century for its iconic logo designed by the artist Salvador Dalí, is a world renowned brand for its great strength and personality, symbol of color and fun. Today, Chupa Chups® is the most popular and consumed lollipop in the world: one out of four lollipops sold worldwide is a Chupa Chups®. Every year billions of these high quality lollipops, with a huge variety of flavors in eye catching colorful wrappers, are consumed all over the world. Christine Cool, Senior Brand Manager at Chupa Chups® stated: “As experts in lifestyle licensing programs, P&L Global Network is the ideal partner to leverage Chupa Chups’ brand equity through a dynamic lifestyle licensing program. Their understanding of brands and consumer trends combined with their know how to position the property in the right distribution channels, are the perfect corner stone to construct a solid program in the Mexican market.”

Fanny Salazar, Head of Licensing Division of P&L Global said, “We are thrilled for this association with such a fantastic brand. Chupa Chups® is a well-established brand in Mexico, we have been following the success of the licensing program in other markets for many years and always admired the lifestyle approach and the way the brand extension program have been implemented. We have no doubt that the colorful and playful appeal of the brand will be translated in a winning licensing program in Mexico and we feel really proud to be part of it.”

Chupa Chups® and P&L will implement a lifestyle program to expand the brand in Mexico with collections for men, women and children that represent a young, fresh and carefree spirit! Chupa Chups® has developed a huge variety of designs which are a key factor to their success in the market. From sweet, flavored and cool POP art for youngsters, to a nostalgic Vintage look for a more adult target, the brand will focus on extending into categories such as apparel, personal care, fashion accessories and other lifestyle opportunities. P&L will also strive to maximize the program through Direct-to- Retail and co-branding collaborations.