Chupa Chups and BBH London Create an Indestructible Bulletproof Lollipop
The tactical candy arrives as a stunt to promote a new, easier-to-open wrapper design.
Summary
- Chupa Chups leans into its notoriously stubborn packaging with a new marketing campaign
- The candy brand partnered with agency BBH London to create an indestructible lollipop
- While the bulletproof version is a promotional stunt, the redesigned easy-open wrappers are rolling out now
Chupa Chups is finally addressing its famously difficult packaging by doing the exact opposite, launching the ultra-durable Chupa Chups Impossible. Teaming up with global advertising agency BBH London, the legendary candy brand has created a limited run of 250 lollipops wrapped in genuine bulletproof materials to celebrate the arrival of its new, user-friendly wrapper design.
Leaning fully into the cultural lore surrounding its stubborn seals, the Chupa Chups Impossible is built like tactical gear. The candy is heavily encased in multiple protective layers, starting with a base of carbon fiber. It then receives a wrapping of aramid fiber — the exact material utilized in military-grade bulletproof vests — followed by a coating of silicone carbide. To seal the impenetrable design, the entire lollipop is dipped in thick liquid rubber.
According to BBH London, the final product is completely blade-proof, fire-proof, and capable of withstanding over 1,000 kilograms of pressure without showing a single crack. While this indestructible iteration is strictly a promotional endeavor limited to 250 units, it serves as a chaotic send-off for the brand’s old packaging. Moving forward, the candy giant is pivoting to a vastly improved unwrapping experience.
The new, easier-to-open Chupa Chups lollipops are rolling out now and are expected at retailers nationwide by the end of the year.
