Advertising
The difficulty of opening Chupa Chups lollipops regularly fuels discussions on social networks. To launch its easier-to-open packaging, the brand chose to make this the starting point. With a series of limited-edition "Chupa Chups Impossible" lollipops, this marketing campaign designed by agency BBH London features a lollipop enclosed in extreme packaging.
The confectionery with the Salvador Dali logo is protected by a carbon composite shell. This structure is surrounded by the aramid fibers used in bulletproof vests, covered with silicon carbide and then dipped in a layer of liquid rubber. "Will it stand up to a
ballâeuros? I think so" says designer Roger Elliot, in a video released by BBH London.
These 250 "unopenable" lollipops were sent to several content creators, who were responsible for testing their resistance and relaying the operation on social networks.
Behind this device lies a very concrete change: Chupa Chups has announced that it has developed a new, easier-to-open plastic packaging. "The fight is over!" assures the Spanish-born brand.
"Creating the new wrapper wasn't a quick fix. It took time, careful testing and a lot of behind-the-scenes development to make it easy to unpack, while ensuring that the product remained fully protected, fresh and compliant with all food safety standards. And we decided to launch it in a fun and playful way" chupa Chups tells Creative Salon Worldwide.
These new packages have already begun to appear in markets around the world, with a global roll-out by the end of the year.
