To market the launch of its ‘easier-to-open’ wrapper, Chupa Chups has unveiled the ‘final boss’ of lollipop packaging – described as blade-proof, fireproof, and capable of withstanding 1000kg before it cracks.
Designed by BBH London, the Chupa Chups Impossible campaign responds to long-running criticism of the product’s wrapper – namely, the difficulty of peeling the plastic away from the sticky lollipop.
“For years, people have been battling it out with Chupa Chups,” said BBH London in a LinkedIn post. “And now, to launch Chupa Chups new easier-to-open lollipop, we have encased 250 of them in the world’s hardest-to-open lollipops.”
According to a promotional video, the Chupa Chups Impossible comprises a lollipop – including its new wrapper – coated in carbon fiber, reinforced with aramid fiber (the same material used to manufacture bulletproof vests, as specified by BBH London), coated again with silicone carbide, and dipped in liquid rubber.
These limited-edition lollipops have been sent to influencers to promote the new packaging. This includes the Hydraulic Press Channel, a popular YouTube channel in which Finnish workshop owner Lauri Vuohensilta crushes objects with a hydraulic press.
“We know the internet loves a challenge and we are aware of the conversations around opening a Chupa Chups,” said Roel Nouws, chief commercial officer at Perfetti Van Melle. “So we leaned into it.
“Creating the new wrapper was not a quick fix. It took time, careful testing, and plenty of behind-the-scenes development to make unwrapping easier, while ensuring the product remains fully protected, fresh and compliant with all food safety standards. And we decided to launch it in a way that is fun and playful.”
Consumers are also encouraged to participate in the campaign by purchasing the easy-to-open wrapper, timing themselves as they unwrap it, and sharing their progress via the #ChupaSpeedChallenge hashtag.
Apparently, the new, easier-to-open Chupa Chups wrapper has already started to appear in key markets. It is expected to be available everywhere by the end of this year.
In the latest edition of The Brief, we took a deep dive into limited-edition packaging. We examined the ways consumers engage with one-off packaging designs and the pros and cons of taking a short-term approach to redesign, from collector appeal to environmental trade-offs.
Other limited-edition packaging designs coming to light this year include Chick-fil-A’s retro-themed sweepstakes, in which guests can opt to purchase a collectable, retro-inspired cup and unwrap one of 3,000 specialty Golden Fan Cups to win 52 entrées at participating restaurants. However, the cups have come under fire for their incompatability with hot drinks, the inability to refill the limited-edition cups in-store, and a marketing tactic designed to encourage mass consumption.
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