BackChupa Chups Reveals Impenetrable ‘Final Boss’ in New Wrapper Launch
Chupa Chups has launched a new easier-to-open wrapper – but in order to reach it, audiences are challenged to conquer the Chupa Chups Impossible
Chupa Chups has been listening to its audience. After discovering via online forums that audiences find its packaging stubbornly hard to open, the brand has created a new, easier-to-open wrapper. Yet, in an ironic twist, to promote it, they’ve hidden it inside their hardest-to-open lollipop yet.
Titled Chupa Chups Impossible, the ‘final boss’ of the brand comes in a limited-edition line of lollies that are encased in a carbon composite shell, coated in silicon carbide, wrapped in aramid fibres, and finally, dipped in liquid rubber. The result is packaging that’s apparently blade proof, flame proof and quite possibly, human proof.
Chupa Chups Impossibles have been sent to international influencers, alongside a challenge for them to try and crack the shell and share their attempts. Could it withstand a bullet? The weight of a six-ton monster truck? BBH London, the agency behind the stunt, says no, but let’s see.
“This is one of those stupidly brilliant ideas, where doing the complete opposite to what you should do is the obvious answer. The craft and the length the team have gone to to double down on this joke is what makes it stand out,” says BBH ECD Felipe Serradourada Guimaraães.
The campaign was announced via a film on social media explaining the ludicrous challenge (where many viewers, including myself, also discovered they’ve been saying the brand’s name wrong all this time).
And alongside the challenge to open the Impossible lolly, the brand is also inviting fans to join in by taking part in the #ChupaSpeedChallenge – where they time how quickly they can unwrap the new wrapper and share it online.
Source: Creative Review