Chupa Chups has been listening to its consumers. It knows its wrappers are hard to open, and now it’s made ones that are impossible to rip into.
The lollipop brand has just made its wrappers a whole lot easier to open, but it’s promoting the update with what it’s calling its “most unopenable lollipop ever.”
The limited-edition product, ‘Chupa Chups Impossible’, hits back at years of online complaints over the stubborn packaging – turning it into a stunt that plays out on social media.
Chupa Chups created an overengineered outer shell, via BBH London – a marketing and advertising agency, made with carbon composite casing reinforced with aramid fibers, coated in silicon carbide and finished with liquid rubber. Talk about hard to get into.
Ultimately, the packaging has been designed to resist blades, heat and basic hand strength.
Beneath the rock hard shell is the core of the campaign: to highlight Chupa Chups’ new wrapper that’s simpler to peel away, rather than impossible. The updated packaging is rolling out in select markets and is expected to be widely available by year’s end, marking a practical update delivered through an intentionally impractical stunt.
“This is one of those stupidly brilliant ideas, where doing the complete opposite to what you should do is the obvious answer,” said Felipe Serradourada Guimaraães, executive creative director at BBH. “The craft and the length the team have gone to double down on this joke is what makes it stand out. The best ideas are the ones that you commit to fully; this one of those.”
A social component as also been introduced as part of the campaign, the #ChupaSpeedChallenge, which invites fans to time how fast they can open the new wrapper and share their results on social media.
CREDITS
Agency: BBH London
Chief Creative Officer: Alex Grieve
Executive Creative Director: Felipe Serradourada Guimarães
Creative Directors: Phil Holbrook, Stu Royall
Head of Design: Stephanie McArdle
Designer Director: Adam Buckland
Motion Design: Oded Shein
Designer: Fabian Adkins-Krijgsman
CSO/Deputy CSO: Saskia Jones
Strategy Director: Megan Cullen
Strategist: Molly Chen
Film Production Company/Post Production: Untold
Director: Ashley Tyas
BTS Film Production: Ronan Pollock
Lollipop Production: Blonstein Creative Production
