Abstract
The opinion leaders that Chupa Chups uses as endorsers for its products can be anyone who is famous regardless of age. These include erstwhile footballer Fernandez, the former trainer of the Paris Saint-Germain ,who endorse Chupa Chups through public consumption, and who, during his reign as coach of the Athletic Bilbao, sucked on Chupa Chups in order to restrain himself fromsmoking.
Opinion leaders are appropriate targets for inspirational cool brands like Chupa Chups owing to their positive role in dictating new trends that are initially exclusive and their ability to demonstrate that Chupa Chups is a brand not only for children.
Scientists differentiate between Nutritive Sucking and Non-Nutritive Sucking. Nutritive Sucking (NS) is directly related to nutrition and the absorption of essential nutrients. Together with the chewing process, sucking helps absorb the nutritive components of food. It is the absorption of these nutrients through the walls of the mouth that contribute to a quick feeling of fullness.
Non-Nutritive Sucking (NNS) is not directly related with a nutritional need but serves a more psychological purpose as it contributes to a feeling of warmth and security.In both cases, sucking is a natural, normal and healthy reflex and it is in fact necessary behavior for very young children and babies. Sucking on a Chupa Chups lollipop may be related with both types of sucking, but especially non-nutritive.
The main healthy elements of this candy are Isomalt and Vitamin CIsomalt has the same volume, texture and appearance as ordinary table sugar. This means that products which contain Isomalt do not lose out on the sweet taste that sugar normally provides products such as hard candy and lollipops. Isomalt helps prevent tooth decay and reduces the formation of plaque and has a lower caloric value compared to ordinary table sugar.
Tags: Brand Management, Brand Image, Chupa Chups nutritive value
