How do you make a 65-year-old confectionery brand culturally relevant to the next generation?
You meet them where they already are.
With 98% of UK Gen Z playing games and spending almost five days a week doing so, Roblox wasn’t just an opportunity—it was the only place to start.
As the creative lead on the collaboration between Wavemaker UK, Perfetti Van Melle and Misfits, we launched Chupa Chups Skate & Create, a Roblox experience built around the brand’s core values of creativity, self-expression and fun. Players explore a vibrant city on skateboards, collecting spray cans, creating street art inspired by Chupa Chups flavours, completing deliveries and earning rewards. The experience encourages both individual creativity and collaborative play, allowing friends to create together and customise their avatars with exclusive Chupa-branded items.
Rather than forcing advertising into a gaming environment, the brand became part of the gameplay itself. The result was an experience that felt native to Roblox, authentic to its audience and true to the brand.
Since launch, Skate & Create has consistently exceeded dwell-time benchmarks by more than 140%. The project’s success came from defining a clear role for the brand within gaming, building a long-term vision beyond a single activation, and partnering with the right creators to bring it to life. With Roblox crowded by short-lived brand worlds, we worked with Misfits to develop a custom-built experience supported by their creator-led Roblox studio, Pixel Playground.
This wasn’t just a one-off campaign, It was the beginning of Chupa Chups’ long-term presence in Roblox.
Client: Chupa Chups
Agency: Wavemaker
Writer: Josh Ward
ECD: Ann Wixley