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Chupa Chups Airheads launch content partnership with Global Media

London, England – WEBWIRE

Chupa Chups Airheads, the intense-flavoured fruit-based candy from Perfetti Van Melle, has today launched a new content and influencer partnership with Global Media to promote its sponsorship of the Jingle Bell Ball and drive brand awareness. The partnership has been created and managed by Chorus, the specialist partnerships division at Maxus.

The activity, which breaks today, features a competition where Capital FM and Capital Xtra listeners get the chance to win a VIP Jingle Bell Ball experience with YouTube influencers Conor and Jack Maynard.

The Maynard brothers who between them have 10 million followers across YouTube, Facebook, Twitter and Instagram, will drive engagement by creating exclusive branded videos.

The campaign will also include an Instagram photo competition using the specially created new Airheads filter. The Instagram competition goes live on Monday 28th November and the winner will receive a VIP ticket to the Jingle Bell Ball. In addition, exclusive content will be hosted on ‘We the Unicorns’ and exclusive backstage footage from the Jingle Bell Ball published on Facebook Live with Chupa Chups Airheads branding.

Saj Nazir, Head of Chorus, said: “Chupa Chups approached us to generate brand awareness for the new Chupa Chups Airheads candy, and we created a vibrant and interactive campaign that tapped into their teenager audiences’ key desires. We’ve done this by showcasing an exciting exclusive experience, offering listeners the chance to meet inspirational celebrities and created relevant and exciting content”.

Roel Nouws, managing director at Perfetti Van Melle UK, said: “Our partnership with Global Media is a great way to drive engagement with the much loved Chupa Chups brand and also our great tasting Chupa Chups Airheads candy. The campaign capitalises on the UK’s current craze for American candy, thanks to its intense flavour and innovative packaging.”

The Jingle Bell Ball takes place on the 3rd and 4th December at the O2 Arena.

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 300 staff. It is now a top ten UK agency, billing upwards of £400 million.

Maxus UK clients include L’Oréal, BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget. It was named Agency of the Year at the 2014 Media Week Awards and was listed in the Sunday Times Best Company to Work for ranking the first time in 2016.

Maxus UK has pledged its commitment to the IPA’s Make The Leap campaign, supporting four diversity and equality goals, including aiming for 40% representation of women in senior management roles by 2020.

Maxus UK is part of the Maxus Global network, which employs over 3,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. For more information, visit and @maxuslondon

Maxus is part of GroupM, the world’s largest media investment management group, responsible for nearly one-third of all media investment worldwide and serving as parent company for all of WPP’s media agencies.

About GroupM
GroupM is the leading global media investment management company serving as the parent to WPP media agencies including Mindshare, MEC, MediaCom, Maxus, and Essence, as well as the programmatic digital media platform, Xaxis, each global operations in their own right with leading market positions. GroupM’s primary purpose is to maximize performance of WPP’s media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM’s focus is to deliver unrivalled marketplace advantage to its clients, stakeholders and people.
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