Saying goodbye to the endless struggle of opening a Chupa Chups 🍭

For years, one consumer truth has been clear: Chupa Chups can be notoriously difficult to open. It is a frustration echoed time and again across social comments and online conversations.

Last April Fools’ Day, we played into this insight by teasing a fake "zipper" solution. This year, however, we had something much bigger to reveal: easy-to-open packaging was about to become a reality.

Building on the success of the previous campaign, we created anticipation by leaning into the audience’s existing scepticism and frustration, setting the stage for a "not-so-April-Fools" moment: the launch of real easy-to-open packaging.

A few days later, we made it official with a polished 3D launch asset, turning initial scepticism into genuine excitement. To ensure the campaign reached consumers beyond social, the launch was also amplified through a series of eye-catching out-of-home placements across high streets and shopping centres, bringing the message to people where they were already thinking about buying confectionery.

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The results speak for themselves:

• 26.7M impressions
• 6.6M unique reach
• £0.89 CPM
• 1.3M engagements

Even more importantly, 80% of these results were driven organically!

A playful insight, a timely reveal, a multi-channel launch, and a product innovation consumers were genuinely ready for.

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