Chupa Chups unveils ‘easier-to-open’ wrapper with playful campaign tackling packaging criticism

SPAIN – Confectionery brand Chupa Chups has launched a redesigned “easier-to-open” wrapper for its iconic lollipops, accompanied by a creative marketing campaign that playfully addresses long-standing consumer complaints about the difficulty of opening the product’s packaging.

The campaign, dubbed “Chupa Chups Impossible,” was developed by BBH London and introduces what the company calls the “final boss” of lollipop packaging, an intentionally extreme version of the wrapper designed to be almost impossible to open.

The stunt product is described as blade-proof, fire-proof, and capable of withstanding up to 1,000 kg of pressure before cracking.

The promotional concept aims to highlight the improved accessibility of the new wrapper by contrasting it with a deliberately exaggerated packaging challenge.

According to the agency, 250 limited-edition lollipops have been encased in layers of carbon fiber, aramid fiber, the material commonly used in bulletproof vests, silicon carbide, and liquid rubber.

“For years, people have been battling it out with Chupa Chups,” BBH London said in a LinkedIn post announcing the campaign.

“To launch the new easier-to-open lollipop, we encased 250 of them in the world’s hardest-to-open lollipops.”

The limited-edition products have been distributed to influencers and online creators to test their durability.

Among the participants is the popular YouTube channel Hydraulic Press Channel, run by Finnish workshop owner Lauri Vuohensilta, known for crushing objects using a hydraulic press.

According to Perfetti Van Melle, the confectionery group behind Chupa Chups, the redesigned wrapper was developed following extensive research and testing to improve usability while maintaining food safety and product freshness.

“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.

“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 and compliant with food safety standards.”

Consumers are also being invited to participate through the #ChupaSpeedChallenge, which encourages users to time themselves opening the new wrapper and share their results online.

The easier-to-open packaging is already being introduced in several key markets and is expected to roll out globally by the end of the year.

The launch reflects a wider trend in the food and beverage sector where packaging redesigns focus not only on sustainability but also on usability and consumer experience. However, limited-edition packaging campaigns can generate debate.

Earlier this year, Chick-fil-A introduced a retro-themed promotional cup as part of a sweepstakes campaign featuring collectible “Golden Fan Cups.”

While the initiative drove consumer engagement, it also faced criticism for issues including incompatibility with hot drinks and restrictions on in-store refills.

Such campaigns highlight the balancing act brands face as they combine creative marketing with evolving expectations around practicality, sustainability, and responsible consumption.

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