Salvador Dalí designed the Chupa Chups logo. Step into the surreal world of Salvador Dalí, where the boundaries between art and reality blur. You might know him for his iconic melting clocks and dreamlike landscapes. But the renowned Spanish artist had a lesser-known passion project – designing the logo for Chupa Chups, the beloved lollipop brand.
That’s right, the same mind behind ‘The Persistence of Memory’ also crafted the colorful, swirling image that’s been tempting taste buds for generations. Let’s unwrap the fascinating story behind Dalí’s unexpected foray into branding. Also, how his unique style left an indelible mark on advertising.
Chupa Chups is a Spanish brand of lollipop and confectionery company found in over 150 countries. However, the brand was founded in 1958 by Enric Bernat. And is currently owned by the Italian-Dutch company Perfetti Van Melle. The name of the brand comes from the Spanish verb chupar, meaning “to suck”. Similar confections are known as lollipops or suckers in English.
Salvador Dalí.
Born in Figueres in Catalonia, Dalí received his formal education in fine arts in Madrid. Influenced by Impressionism and the Renaissance masters from a young age, he became increasingly attracted to Cubism and avant-garde movements.
He moved closer to Surrealism in the late 1920s and joined the Surrealist group in 1929, soon becoming one of its leading exponents. His best-known work, The Persistence of Memory, was completed in August 1931. Dalí lived in France throughout the Spanish Civil War (1936 to 1939) before leaving for the United States in 1940 where he achieved commercial success.
He returned to Spain in 1948 where he announced his return to the Catholic faith. Also, developed his “nuclear mysticism” style, based on his interest in classicism, mysticism, and recent scientific developments.
Dalí’s artistic repertoire included painting, sculpture, film, graphic arts, animation, fashion, and photography, at times in collaboration with other artists. He also wrote fiction, poetry, autobiography, essays, and criticism.
Major themes in his work include dreams, the subconscious, sexuality, religion, science, and his closest personal relationships. To the dismay of those who held his work in high regard, and to the irritation of his critics, his eccentric and ostentatious public behavior often drew more attention than his artwork.
His public support for the Francoist regime, his commercial activities, and the quality and authenticity of some of his late works have also been controversial. His life and work were an important influence on other Surrealists, pop art, popular culture, and contemporary artists such as Jeff Koons and Damien Hirst.
There are two major museums devoted to Salvador Dalí’s work: the Dalí Theatre-Museum in Figueres, Spain, and the Salvador Dalí Museum in St. Petersburg, Florida, U.S.
Marketing
The Chupa Chups logo was designed in 1969 by the surrealist artist Salvador Dalí. Its first marketing campaign was the logo with the slogan “Es redondo y dura mucho, Chupa Chups”. This translates from Spanish as “It’s round and long-lasting”. Later, celebrities like Madonna were hired to advertise the product.
In the 1973 television series Kojak, actor Telly Savalas was featured consuming these lollipops.
In the 1980s, as falling birth rates reduced the number of juvenile consumers, an anti-smoking slogan “Smoke Chupa Chups” was tried to attract adult consumers. Hence, the company’s current anti-smoking slogan is “Stop smoking, start sucking”, with their packages parodying cigarette pack designs.
Some packages parody the mandatory black-and-white warning labels of the European Union with the notice “Sucking does not kill.”
In the 1990s, Chupa Chups began supplying FC Barcelona manager Johan Cruyff with lollipops. Cruyff would suck Chupa Chups on the touchline during matches, having been forced to give up smoking for health reasons. When Cruyff died in 2016, fans left lollipops at his memorial.
Spice Girls Lollipop
Chupa Chups sponsored the 1992 video game Zool. Their logo was featured prominently in the first level, “Sweet World”. In 1995, Chupa Chups became the first candy sent to the Mir space station.
In 1997, Chupa Chups launched a Spice Girls lollipop range with different packages. Each of which was featuring a collectible Spice Girl sticker, toy microphones, and bubblegum packets that came with collectible Spice Girls temporary tattoos, as well as “Push Pops” and “Crazy Dips”.
Between 2000 and 2003, Chupa Chups was the main shirt sponsor of the English football team Sheffield Wednesday.
Since 2010, Chupa Chups has been the signature of the Marriott brand hotel Springhill Suites. Chupa Chups were available at the front desk of any Springhill Suites property for free to any guest, child or adult. As of August 2021, Marriott has begun stepping away from Chupa Chups as a signature item for Springhill Suites.
Art Meets Candy
Dalí’s design for Chupa Chups blended his signature surrealist style with the playful, youthful spirit of the brand. The logo features a colorful, stylized daisy with a smile, symbolizing joy and happiness.
Timeless Design
The Chupa Chups logo has remained largely unchanged since its creation, a testament to Dalí’s enduring design genius. It continues to delight consumers worldwide, making it an exemplary model of effective branding.
Conclusion
The iconic daisy logo of Chupa Chups, designed by the renowned surrealist artist Salvador Dalí in 1969, has become an instantly recognizable symbol of the beloved lollipop brand. Blending art and commerce, Dalí’s design has endured for decades, a testament to the power of creative collaboration and the timeless appeal of his unique visual style.
As a lasting legacy of Dalí’s innovative spirit, the Chupa Chups logo continues to delight fans of art and sweets alike, inspiring new generations to explore the intersection of imagination and design.
