Jack

Chupa Chups: No More Wrestling

After years of emotionally charged online complaints, Chupa Chups is finally launching an easier-to-open wrapper. And for the reveal, instead of ignoring the criticism; they leaned into it.

Launching with a humorous and playful concept, the two-part campaign promoted ‘the final boss’ of Chupa Chups – an impenetrable lollipop encased inside an over-engineered shell, alongside tongue-in-cheek artwork featuring Lucha Libre wrestling masks, designed by renowned Mexican mask maker Arturo Bucio.

Letting everyone know that the wrestling era has finally come to an end, JACK and BBH Partners joined forces, wrapping London in an unmissable 4-sheet poster takeover that brought the brand’s bold identity centre stage.

The campaign also caught the media attention of Little Black Book, Campaign, Famous Campaign and Creative Boom, going viral for their playful approach.