The communication for the new launch encapsulates the brand philosophy of ‘Fun ko seriously lo!’ (Taking fun seriously). The commercial shows a school principal entering an examination hall to make an important announcement. The kids sit up, alert, wondering what’s next. Then in a very serious tone of voice the principal introduces Chupa Chups Sour Belt and Sour Bites to the kids and demonstrates to them the different fun ways in which the products can be had. The unexpected announcement adds fun to the serious atmosphere of the ongoing examination.