Chupa Chups Spotlights Its Wrapper Fix in Lucha Libre OOH Push

Chupa Chups is finally ending a decades-long fight, and it’s doing it in full costume.

To promote its new easy-to-open wrapper, the brand teamed up with BBH on an out-of-home campaign called “No More Wrestling.”

It's built around a simple yet familiar frustration: opening a Chupa Chups used to feel like a struggle.

Instead of downplaying this problem, the campaign leans into it and depicts the act of unwrapping as a full-on fight.

The creative idea lands through a series of striking posters inspired by Mexican lucha libre.

Each execution features custom-designed wrestling masks made from actual Chupa Chups wrappers, creating a visual metaphor for the battle consumers know too well.

The masks were created in collaboration with Arturo Bucio, a veteran mask maker known for crafting pieces for wrestling icons like Rey Misterio and Mil Máscaras.

"People have been wrestling with Chupa Chups wrappers for decades," Martin Hofling, global marketing manager at Chupa Chups, said in a press release.

"But now that the fight is over, we wanted to mark the occasion with a set of posters that are as fun, distinctive, and iconic as the brand itself.”

BBH creative directors Stu Royall and Phil Holbrook also praised the brand's creative brief for the "opportunity to do something banging," even for something as simple as an updated packaging design. 

The campaign runs across the U.K. and Spain, spanning OOH placements and social media, with media planning handled by Wavemaker.

The Problem Becomes the Strategy

The latest effort follows a string of campaigns where Chupa Chups has turned its packaging problem into the idea itself.

Earlier, the brand introduced the “Impossible” lollipop, an over-engineered version encased in industrial materials like carbon composite and liquid rubber.

Inside this nearly unbreakable shell sat the new easy-open wrapper, responding directly to years of online complaints.

It's the brand's way of acknowledging the issue instead of hiding it.

“We know the internet loves a challenge, and we are aware of the conversations around opening a Chupa Chups,” said Roel Nouws, Chupa Chups CCO.

“So we leaned into it. Creating the new wrapper was not a quick fix.”

This previous campaign came with a handful of creator partnerships, including The Hydraulic Press Channel, and invited fans to join the #ChupaSpeedChallenge.

The new OOH push builds on this same logic, but strips it down to a simpler and more visual idea.

This approach carries into its brand activations, where audience interaction becomes part of the storytelling.

The redesigned wrappers are already rolling out globally.

Chupa Chups’ Packaging Play

For brands dealing with long-standing product complaints, Chupa Chups is showing them how to respond loudly:

• Product flaws can become creative territory when brands openly acknowledge them instead of quietly fixing them.
• Physical design updates gain more traction when paired with bold, visual storytelling that makes light of the original problem.
• Campaign consistency across stunts, OOH, and digital builds stronger recall than isolated executions tied to product updates.

Now, it's up to Chupa Chups to decide whether it can make the easier wrapper the new normal while keeping the joke alive.

Our Take: Can a Packaging Frustration Carry the Campaign?

Most brands spend years trying to hide their flaws, but Chupa Chups puts theirs on a poster and sells it back to you.

Apart from a simple "we fixed it" announcement, it built a whole run of ideas around the same tension, from an impossible-to-open stunt to this lucha libre visual.

Not many brands would go to these lengths for updated packaging alone, but Chupa Chups knows how to listen to its audience. 

It treats the minor annoyance like it actually matters, because to consumers, it does.

And once you admit it, you earn the right to have fun with it.