Like Coca-Cola, the Chupa Chups brand is all about its logo. The classic daisy-shaped crest was designed by the legendary Spanish surrealist Salvaldor Dalí in the late sixties.
Christine Cool, senior brand manager at Chupa Chups' licensing division, believes the brand represents a fun lifestyle and an optimistic look at life.
The name has been adopted as a byword for lollipop in some countries and one in four lollipops sold worldwide is a Chupa Chups, according to Cool.
She says Chupa Chups has an awareness of over 90 per cent in its top markets, with products selling in over 100,000 shops worldwide: "This huge international awareness of the brand and its emotional link with its consumers drove the company to take up a new challenge and to enter into partnerships with leading companies in other sectors."
The Chupa Chups licensing programme began in the late Nineties. Its first deal was with the French stationer Clairefontaine.
Appealing primarily to teens and tweens, Chupa Chups is searching for licensees in all of the main lifestyle categories. The lollipop maker is also researching potential brand extensions into food and beverages.
Cool says: "In 2011, the brand will look for expansion in the UK based on a strategic partnership signed with Fluid World, who will represent the brand in the major key categories targeting a core teen and youth market across fashion and lifestyle product. Launching on the High Street from spring/summer 2012, alongside a strategic marketing and PR campaign.
"BLE is a perfect place to make a brand statement, both to licensees and to retail partners. In view of the large international audience, it’s also a great meeting point with our partners from all over Europe and even Asia."
Chupa Chups will attempt to attract visitors by transferring the 'fun and colour' of the brand to its stand. Key graphics will be presented alongside the central 'Choose your Flavour' concept.