Chupa Chups

Impossible

Chupa Chups is the world’s most iconic lollipop, but while still a major player with young kids and parents, teens largely felt they’d “aged out” of the brand. At the same time, Chupa Chups had a piece of product news that they wanted to get out into the world: the launch of their new easier to open wrapper.

Rather than saying “it’s easier to open”, make it harder.

We partnered with aerospace engineering experts to manufacture "Chupa Chups Impossible": 250 impenetrable lollipops wrapped in four layers of armor-grade materials. After launching via direct replies to historical detractors, we distributed them to creators with the challenge of getting into them by any means necessary, all before revealing that they were actually hiding a new easier-to-open lollipop inside.

A massive global moment delivering 1.1 billion impressions across 53 markets and a 274% surge in online brand mentions. Positive wrapper sentiment soared by 50 percentage points, accompanied by a 62% reduction in real-world Consumer Care complaints.