At some point we have all faced the packaging of a Chupa Chups. The brand is aware of the challenge posed by its packaging and is already deploying one that is easier to open in European markets. However, to communicate it, he is doing precisely the opposite; And it has created “Chupa Chups Impossible”, a limited edition with its candy that is impossible to open and with which it poses a challenge with influencers and creators through social networks.
Together with the BBH London agency, responsible for the creative concept, the Perfetti Van Melle group brand has created a packaging that, as shown in a humorous video, has been developed with advanced engineering. According to him, the candy is sealed inside a carbon composite casing, reinforced with aramid fibers, coated with silicon carbide and finished with liquid rubber. The result is a wrapper capable of resisting blades, heat, and the strength of any person.
The deployment of the new easy-to-open packaging is the company’s response to users’ experience with packaging; while the campaign is the conversation that consumers have even on social networks. Through LinkedIn, the company has shared a video in which it explains the creative concept of the strategy, as well as the process of creating the “impossible packaging.”
As the brand explains, the campaign turns a real friction of the product into a creative idea capable of generating organic conversation.
Over the last few days, the brand has anticipated the launch of the campaign, with a teaser phase in which it anticipated a solution to consumer complaints and demands over the years.
The agencies Dentsu X and Dentsu Story Lab have been in charge of adapting the international creative campaign for the local market and media planning, as well as creator activations. For its part, Meme, as Chupa Chups’ social media agency, is responsible for organic content.
“Chupa Chups Impossible” hides the brand’s new packaging inside and, therefore, is encouraging influencers and creators to discover it. “We’ve invited select media and creators to put their ‘unrolling’ skills to the test. Let’s see who can conquer it“, comments the company. “But this playful twist on the classic candy you love so much hides the real surprise: hidden inside is our new, easier-to-open packaging. For a smoother deployment experience, without ever compromising security, freshness or quality”.
Chupa Chups has sent its candies to a list of international creators that cover different categories, from lifestyle or humor, to those whose content is defined by testing products or challenging the limits of everyday objects. The reactions and strategies of the creators to open the impossible packaging are part of the digital story created for the campaign.
In addition, the strategy also seeks audience participation through #ChupaSpeedChallenge, a challenge that invites fans to time how quickly they can open the new packaging and publish their results on Instagram and TikTok. This initiative is the result of active listening by the brand. “We know that the internet loves a challenge and we know the conversations about how to open a Chupa Chups“commented Roel Nouws, Commercial Director at Perfetti Van Melle.
The updated Chupa Chups wrapper is launching first in a number of select markets, although it is expected to be widely available by the end of the year. In Spain it will be available from March.
