To bridge this gap, we chose to link Chupa Chups with the current pop culture landscape through a collaboration with Nina Chuba—a rising star whose energetic style perfectly aligned with the brand’s playful essence. Her hit song “Wildberry Lillet” had already captured the hearts of Gen Z, and her wide appeal also reached older shoppers familiar with her through their children. This partnership allowed Chupa Chups to blend nostalgia with contemporary culture in an authentic and engaging way.
After a successful 2023 campaign, we saw the potential to go even bigger in 2024. That’s when the idea for the “Hidden Späti” was born. The vision was to bring together the excitement of discovery, childhood nostalgia, and pop culture in one unforgettable, real-life experience.
In August 2024, we brought this idea to life by opening a secret Nina Chuba-themed late-night shop—“Späti”—in Berlin, stocked with Chupa Chups products. Nina herself teased its existence in an announcement video, and fans had to find it for themselves. Once discovered, fans were welcomed with Chupa Chups bundles and had the chance to take part in fun and engaging challenges. We also brought in Rick Azas, a creator closely tied to the Chupa Chups TikTok channel, to host the event, adding an authentic, relatable touch to the experience. Over three days, hundreds of fans visited the Späti, culminating in a special karaoke event. Little did they know, Nina Chuba herself was waiting in the wings to make a surprise appearance.
The final surprise was reserved for a select group of 22 fans, chosen to attend what they believed to be a simple party. Instead, they found themselves at an exclusive secret gig by Nina, creating a once-in-a-lifetime memory for those lucky enough to be there.
The resulting campaign, which runs until the end of October, has already been a great success, generating impressive engagement and positive feedback.
