Chupa Chups Candyland Paradise

Objective

Chupa Chups sought to reach the youth audience in the Middle East through gaming and build brand loyalty with an immersive digital experience. The campaign positioned the brand as one of the first FMCG brands in the region to develop a custom game on Roblox, leveraging the platform's 20+ million monthly active users in MENA and 77 million daily global reach. The activation bridged the brand's flagship retail store at Mall of the Emirates with a gamified online world.

Solution

Evolution and Build developed 'Candyland Paradise,' a custom-built Roblox experience featuring a Middle Eastern-themed world with sand dunes, traditional Arabian camps, bustling souks, and a virtual replica of Chupa Chups' flagship MOE store. The game offered multiple mini-games: a brain-twister maze, customizable sandboard races, a Chupa Chups obstacle course, a photo booth, and a live candy factory. Players engaged with a live leaderboard for competitive play. The campaign integrated in-store products through a UGC code mechanic—customers purchasing Chupa Chups products in-store could redeem codes on packaging to unlock limited user-generated content items within the game. Wavemaker MENA handled media planning.

Results

The game achieved over 100,000 worldwide organic unique visitors during its pre-launch phase over two weeks.