Last year Perfetti Van Melle, owner of Chupa Chups, Mentos and Airhead brands among many others, developed a Chupa Chups shop-in-shop concept into IT’Sugar hotspots, a specialty candy store with more than 90 retail locations. Licensed products including apparel, pillows and accessories were displayed along with the most famous lollipop in the world. The concept proved so successful that the two partners are doubling this year with Airheads, to celebrate the brand’s 30th anniversary.
For our non-American readers, Airheads is an iconic brand, long loved by people of all ages for its chewy texture, tangy fruit flavors and bright colors. Airheads were invented in 1986 in the USA and are available in original bar form as well as chewy bite-sized pieces called Airheads Bites. For a sweetly sour candy that packs a punch, Airheads Xtremes belts and bites are also available. Airheads are perfect for a quick treat, social gatherings and for sharing with others.
Just like IT’Sugar store concept, Airheads is all about “the enjoyment of candy”, that’s why the two are proposing this colored and pop in-store activity, a brand extension made of candies in giant version, t-shirts and pillows. Airheads’ 30th anniversary started late february in the same epic style with a new limited-edition flavor, a consumer promotion with 1000’s of birthday gifts and a partnership with Brooklyn-based heavy-metal band, Unlocking the Truth.
The Airheads Shop will be launched with a party organized at IT’Sugar’s Las Vegas Venetian Grand Canal Shoppes, in occasion of the Licensing Expo event, where Perfetti Van Melle licensing department will showcase not only Airheads, but also Mentos and Chupa Chups worldwide licensing programs.