Chupa Chups is promoting its new easier-to-open wrapper by first creating the hardest-to-open lollipop it has ever made.
Developed with BBH London, the campaign introduces Chupa Chups Impossible, a limited-edition lollipop sealed inside what the brand calls the “final boss” of wrappers.
Each lollipop is encased in an exaggerated protective shell made from carbon composite, wrapped in aramid fibres, coated in silicon carbide, and dipped in liquid rubber — creating packaging that is blade-proof, flame-proof, and nearly impossible to open.
The twist is that inside the over-engineered exterior sits the brand’s new redesigned wrapper, which is actually easier to open and is rolling out globally.
The stunt works because it flips the original complaint on its head. Instead of ignoring years of jokes about difficult packaging, the brand exaggerates the problem to an absurd level — turning a negative into a memorable product demonstration.
To amplify the campaign, Chupa Chups sent the Impossible lollipops to creators like The Hydraulic Press Channel and Kenny Deuss, challenging them to try and break it open.
A launch film was seeded directly into social replies to people complaining about the packaging, delivering the punchline: “So we have good news and bad news.”
