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Chupa Chups Sour Tubes Campaign: Infusing ‘Forever Fun’ With a Playful Twist

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In the world of confectionery, where innovation and creativity know no bounds, Chupa Chups, the iconic brand under the Perfetti Van Melle umbrella, has once again proven its mettle. In a bold move, they’ve introduced India’s very first jelly in a long tubular format – Chupa Chups Sour Tubes. This exciting launch promises to take your taste buds on an unforgettable journey with its unique blend of sweet and sour flavors. Let’s delve into the details of this groundbreaking confectionery innovation.

A Sweet Revolution: Chupa Chups Sour Tubes

1.Chewy Fondant Filling with a Twist

Chupa Chups Sour Tubes offer a novel confectionery experience with their distinctive tubular format. What sets them apart is the delectable chewy fondant filling, perfectly complemented by Chupa Chups’ trademark sweet-sour sanding. It’s a delightful combination that’s sure to tantalize your taste buds.

2. Mouthwatering Flavors

These Sour Tubes come in two exciting flavors: Watermelon and Strawberry. Each pack contains three tubes, priced at just Rs 10. If you’re looking to share the joy, there’s also a larger pack available in modern trade stores, containing eight tubes for Rs 50. With vibrant colors and a burst of flavor, These Sour Tubes are a treat for both the eyes and the palate.

Chupa Chups: A History of Innovation

Chupa Chups has a rich history of challenging the status quo in the confectionery industry. From their innovative Gum Filled Lollipops to the wide range of Chupa Chups jellies in various playful formats like belts, bites, and mini tubes, this brand has consistently redefined the confectionery segment. With the introduction of Sour Tubes, Chupa Chups continues to solidify its image as a youthful, innovative brand, catering to those who seek unique and differentiated confectionery products.

A Vision for the Future

Rajesh Ramakrishnan, Managing Director of Perfetti Van Melle India, highlights the crucial role of innovation in the confectionery segment. He explains, “Confectionery thrives on innovation. For Chupa Chups, we have always explored novel, never-tried-before formats to maintain the brand’s growth and premiumization. With the launch of Chupa Chups Sour Tubes, we are taking yet another step in that direction.”

An Entertaining Digital Campaign of Chupa Chups Sour Tubes

To accompany this exciting launch, the brand has rolled out a creative digital campaign that embodies the brand’s promise of ‘forever fun.’ The campaign features a group of friends in a café, ingeniously using Sour Tubes as straws in their empty glasses. They humorously convince a skeptical waiter that they are enjoying an invisible drink while secretly savoring the delightful flavor of the Sour Tubes. The campaign’s lively soundtrack adds to the excitement, aligning perfectly with the philosophy of ‘Forever Fun’ that Chupa Chups embodies.

Watch the digital film here to see the ‘forever fun’ in action.

Also Read: Ravindra Jadeja Joins Saatvik Solar As National Brand Ambassador

Supporting the Campaign

Gunjan Khetan, Director of Marketing at Perfetti Van Melle India, emphasizes their commitment to refreshing consumer interest through contemporary offerings. Chupa Chups’ diversification into the unique format of Sour Tubes brings a playful twist to consumption. The campaign is supported by digital marketing, product sampling, and POSM (Point of Sale Material), providing a comprehensive and engaging experience for consumers.


Chupa Chups Sour Tubes marks a milestone in India’s confectionery industry. With its innovative format, mouthwatering flavors, and a fun-filled campaign, Chupa Chups is set to bring a new level of excitement to your snacking experience. As we embrace this delightful addition to the world of sweets, let’s look forward to more innovative and enjoyable treats from Chupa Chups in the future.

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