BLE Creative Corner with… Perfetti van Melle’s Mar Gili

Mar, it’s always lovely to catch up. To kick us off, what fuels creativity for you?
What drives my creativity is a blend of curiosity and a genuine passion for art and design. I see curiosity as an approach to life. It’s an attitude – a unique way of seeing the world, staying open to new perspectives and embracing the unexpected. I’m always stimulated by brands that redefine standards and ‘think out of the box”, not just reaching impressive milestones but also providing values.

And last but not least, I’m inspired every day by the talented team and partners I work with… It’s truly a privilege to collaborate with people from all over the world. Their diverse skills and perspectives bring so much richness to the table. It keeps the work exciting and serves as an inexhaustible source of inspiration. The human touch in the real-world experiences is particularly appealing to me.

On that, BLE is fast approaching. Do you find attending that show creatively inspiring?
Absolutely. Attending BLE is an excellent way to fuel creativity and inspire new ideas. It offers a unique chance to meet professionals from the sector, observe how other brands handle licensing, detect upcoming trends, strengthen networking opportunities and hold face-to-face meetings with licensees. These are some of the key highlights of BLE for me! Connecting in person with partners and enjoying real-world experiences – such as exploring the fair – is exciting. It’s a good way to cultivate and nurture curiosity!

Can you tell us about a recent launch you were involved in that you feel is an especially creative use of the licensed brand?
We’re thrilled about our recent collaboration with FENDI on the Chupa Chups lollipop holder. The FENDI x Chupa Chups lollipop holder embodies the Maison’s renowned craftsmanship and creativity, combined with a playful twist. This ‘sweet’ accessory marries functionality with FENDI’s fun attitude and unique design codes. It also includes five exclusive, co-branded Chupa Chups x FENDI lollipops. This marks our first venture into customising lollipops for a fashion collaboration, and the final result is extraordinary. We are incredibly proud of this partnership!

Additionally, we’ve been involved in launching a limited-edition travel range with American Tourister x Chupa Chups. This project showcased a seamless synergy between the licensee’s work and our brand values and iconic style. The final collection brilliantly captures personality, colour and fun through engaging storytelling. Not only does the collection look fantastic, but the in-store activations and communication campaigns are also outstanding.

Other significant collaborations include a capsule collection with Spanish fashion designer Pablo Erroz for Chupa Chups, showcased on the catwalk at Mercedes-Benz Fashion Week Madrid 2024. Additionally, we partnered with Dour Darcel on Chupa Chups, a project by Australian-born, New York-based artist and illustrator Craig Redman. Craig created a 3D PFP Dour Darcels NFT, allowing fans to acquire unique digital art pieces.

Great picks. Can you tell us about a launch you’ve seen – but weren’t involved in – that you feel is a creative brand extension?
I personally enjoy collaborations that bring smiles to faces. Some partnerships are incredibly creative and resonate on an emotional level, establishing a strong connection between brands and consumers. When brands find a great match, it often results in something truly special. For example, a creative brand extension that caught my attention was the collaboration between Kraft Heinz and musician Ed Sheeran to co-create two hot sauce flavours. This partnership was a perfect match, infused with a smart touch of humour.

Another favourite of mine is the recent Crayola x Mrs. Bloom’s collaboration. The arts and crafts brand partnered with the US florist to create a giving platform that delivers fresh flower bouquets, while supporting non-profits chosen by its customers. This partnership not only expands Crayola into a new category in a blooming and beautiful way, but also reinforces the company’s commitment to social responsibility, promoting a brighter and more colourful world.

Thanks Mar. Fun choices. I have one last question: What’s the key to successful creative collaborations between licensors and licensees?
A successful collaboration is built on the ability to balance creativity with brand consistency. We work with companies and artists whose values and energies align with ours and resonate authentically with our brands. This alignment is essential for us, as partnerships play a crucial role in shaping and sustaining a positive brand building.

Flexibility and trust are also key… Licensees should feel empowered to innovate while licensors provide the necessary guidance to uphold brand integrity. We thrive on diverse perspectives and the excitement of discovering new products and fresh ideas. However, it is crucial that any collaboration stays true to the brand and demonstrates a deep understanding of the target audience.

We seek collaborations that are innovative, stimulating, fun and unique, with a strong commitment to quality. Our aim is to create unexpected experiences that resonate with audiences and captivate consumers.