Chupa City (The Sandbox)

Objective

Chupa Chups, a globally recognized candy brand owned by Perfetti Van Melle, aimed to establish a presence in the metaverse and engage younger, gaming-savvy audiences through experiential gameplay, in line with its "Forever Fun" brand tagline. The partnership with The Sandbox represented an early move by a traditional confectionery brand into Web3-enabled digital experiences, positioning Chupa Chups as one of The Sandbox's first CPG partners and the first major candy brand to create a branded environment within a major metaverse platform.

Solution

Chupa Chups City was built using The Sandbox's Game Maker tool, featuring a gamified adventure world designed as a social hub where players explore branded environments, collect popular Chupa Chups flavors, play the Melody Pops tunes, help citizens plan a Chupa Chups metaverse party, and team up with other players on adventures. Completing challenges unlocks exclusive branded NFT wearables—Flavor Shades, Cherry Cap, and Lollipop Mask—as avatar customizations; the Flavor Shades grant a "flavor sight" that turns each color hue in the world into a Chupa Chups flavor. The experience was part of The Sandbox's Alpha Season 4 launch, supported by a Game Jam that invited developers worldwide to create candy-inspired experiences that would populate the broader Chupa Chups City universe.

Results

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