Chpa Chups targets Gen Z with Roblox in-game skating experience

The game focused on creative expression marks the brand's first entry into gaming

Perfetti Van Melle’s iconic lollipop brand Chupa Chups, in partnership with Wavemaker UK and interactive entertainment and lifestyle company, Misfits Gaming Group, is making its first entry into the online game platform and creation system, Roblox, with a brand-new game, Chupa Chups: Skate & Create.

The first iteration will allow users to head out into the city alone or with friends and other players to spread their artistic creativity far and wide with an assortment of street art and tags to choose from. Spray cans scattered across the map allow players to adorn the streets with vibrant paint inspired by Chupa Chups flavours to encourage creative expression and collaborative artistic endeavours. 

As the bright vibes of Chupa Chups are painted across the city over time, new items, areas and activities are unlocked for players to explore via skates or skateboards. Additionally, by stringing tricks and jumps and spreading their creativity with street art, players literally and figuratively ‘Grind for Cred’, which can be spent in the Chupa Chups Shop to get the perfect piece of art or to get their hands on new, stylish threads. The latter is a further way for users to express themselves and tailor their avatar and the game to their personality.

The entry into Roblox comes as the brand looks to build cultural relevance amongst younger, growing audiences. As 98% of UK Gen-Z are gamers of some kind and spend, on average, 4.7 days a week gaming, Wavemaker UK and Perfetti Van Melle alighted on Roblox as the environment to build new connections with a younger audience. As well as selecting Roblox, Wavemaker’s insights and research around Gen-Z enabled Chupa Chups to establish the game mission and concept of ‘Creative Empowerment’ or handing over creative freedom for Gen-Z to authentically express themselves through the brand. 

Featured image: Chupa Chups: Skate & Create / Wavemaker UK