This initiative brilliantly fuses Chupa Chups' rich artistic heritage with Gen Z's contemporary visual culture, creating vibrant, melted forms that are as visually striking as they are delicious. Discover how an everyday treat became a gallery-worthy masterpiece, inviting a new generation to taste art.
Chupa Chups: Surreal Pops. Art You Can Taste
VML Brazil transforms Chupa Chups into edible art, blending surrealism with Gen Z's digital aesthetic and visual trends
Client
- Perfetti Van Melle
Office
- Brazil
"Surreal Pops" from Chupa Chups and VML Brazil is a limited-edition series transforming lollipops into captivating edible art.
We started from this more artistic and lesser-known side of Chupa Chups identity and turned it into product, aesthetic and cultural conversation. In the end, it’s about looking at an object everyone already knows and treating it as what it always seemed to be: a small work of art that you can also eat.
Eduardo Marques
Chief Creative Officer at VML Brazil
Chupa Chups, a brand with a unique artistic legacy, sought to reignite its playful and expressive spirit. The challenge was to bridge its impactful identity, marked by intense colors and unconventional forms, with the dynamic visual language of Gen Z. How could an iconic lollipop brand tap into contemporary trends like "oddly satisfying" content and dreamcore aesthetics to engage a new generation, transforming a familiar treat into something fresh, relevant, and artistically resonant?
The inspiration stemmed from Chupa Chups' profound artistic roots – an impactful identity built over decades with intense colors and unconventional forms, hinting at its surrealist origins. Simultaneously, VML identified a powerful convergence with Gen Z's visual repertoire, where surrealism, "oddly satisfying" effects, and dreamcore aesthetics are prevalent. This dual insight revealed an opportunity to honor the brand's heritage while speaking directly to a new generation's desire for creative escapism and unexpected visual experiences.
VML Brazil conceived "Surreal Pops" – a groundbreaking "Edible Art Exhibition" initiative that transforms the iconic lollipop into small, edible works of art. Hand-produced in limited editions, these lollipops feature "melted" versions with vibrant colors, exaggerated volumes, and fluid shapes, evoking a surrealist imagination. The campaign is inherently digital and social, turning platforms like Instagram, TikTok, and Pinterest into a dynamic art exhibition where the lollipops are protagonists, blending art, fashion, and entertainment to engage Gen Z authentically.
The "Surreal Pops" campaign successfully elevated Chupa Chups from a simple treat to a cultural phenomenon, positioning the brand at the intersection of art, design, and Gen Z aesthetics. By creating visually stunning, limited-edition edible sculptures and launching a natively digital campaign, VML fostered deep engagement across social platforms. This innovative approach not only honored Chupa Chups' artistic heritage but also expanded its presence in digital culture, inviting a new generation to experience the brand as a source of creative escapism and artistic indulgence.
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