Asembl Secures Tasty Toothcare Partnership Between Chupa Chups and Hismile

By Allison Watkinson
TLL Reporter
Asembl has brokered a licensing partnership between Chupa Chups and Hismile for a range of candy-flavored fluoride toothpastes.
Hismile is a global toothcare brand that provides a comprehensive range of oral health products that covers everyday tooth care, teeth whitening and brightening needs.
The licensed Chupa Chups toothpaste is made with Hismile’s fluoride + formula, which has been developed by oral care experts to reduce cavities,  plaque and gingivitis by strengthening enamel and reducing the presence of harmful bacteria.
“Known for its fluoride+ sugar-free formula, Hismile is backed by science, and driven by the belief that smile care can and should be both effective and safe,” said Perfetti Van Melle GLM, Marta Ballesteros. “We are pleased to be coming together with Hismile for this delightful range of sugar-free toothpastes which aim to make teeth brushing a forever fun, positive and enjoyable experience for Australians by introducing the incredible flavours of Chupa Chups.”
Launched in 1958, Chupa Chups is a lollipop confectionary brand that features a wide variety of  flavors and a distinctive floral design aesthetic.
The Chupa Chups candy brand is owned by the global confectionery group, Perfetti Van Melle.
“When it came to developing a toothpaste range for Chupa Chups in Australia we wanted a partner that stood by and was backed by science, and one that used expert formulations to treat teeth and promote total oral health,” said Asembl MD, Justin Watson. “Hismile’s scientifically proven Fluoride + formula coupled with its anti-cavity, anti-plaque, and anti-gingivitis benefits was exactly what we had been looking for in a toothpaste brand that together with Chupa Chups will make brushing teeth forever fun for Australians.”
The co-branded toothpaste collection includes three distinct flavors inspired by Chupa Chups lollipop candies.
The Chupa Chups flavors featured in the Hismile toothpaste collection are cola, strawberry cream and choco vanilla.
“We’re extremely excited to partner with Chupa Chups to provide a range that is not only delicious, but sugar-free and scientifically proven to improve your oral health,” said Hismile GM, Justin Gaggino. “These three new flavors, paired with the iconic Chupa Chups flavors of the same name, are a delicious addition to our ever-expanding range of toothpastes that are not only exciting, but encourage healthy brushing habits across the globe.”
The Chupa Chups x Hismile range is available for purchase through the official Hismile website.
The licensed products will also be stocked at Coles and Chemist Warehouse retail locations beginning on May 13, 2024.
Asembl is a research-driven brand extension agency that specializes in design, lifestyle and fast-moving consumer goods. The agency works with brand owners, retailers and manufacturers around the world to develop and distribute licensed products and services.