Chupa Chups creates the ‘final boss’ lollipop
By James Herring on Tuesday, March 3, 2026
Chupa Chups is promoting a new easier-to-open wrapper by creating the hardest-to-open lollipop it has ever made.
In a witty response to years of online grumbles about its stubborn packaging, the confectionery brand has launched Chupa Chups Impossible, a limited-edition range encased in what it calls the ‘final boss’ of wrappers.
Each lollipop is sealed within a carbon composite shell, wrapped in aramid fibres, coated in silicon carbide and dipped in liquid rubber, resulting in packaging that is blade proof, flame proof and, quite possibly, human proof.
The twist is that inside the wildly over-engineered exterior sits the brand’s newly redesigned, easier-to-open wrapper, now rolling out globally.
To amplify the stunt, Chupa Chups sent the Impossible range to creators including The Hydraulic Press Channel and Kenny Deuss, challenging them to crack it open.
A launch film was seeded directly into social replies, answering years of complaints with the line, “So we have good news and bad news.”
Roel Nouws, chief commercial officer, said the brand chose to lean into the conversation.
BBH ECD Felipe Serradourada Guimaraães described it as “stupidly brilliant”, praising the team’s full commitment to the joke.
The campaign invites fans to join the #ChupaSpeedChallenge, timing how fast they can unwrap the new design.
