Chupa Chups masks campaign to highlight ‘wrestling-free’ packaging
The campaign was created by BBH London.
BBH and “Chupa Chups” are marking the end of a decades-long battle over wrappers with real “Lucha Libre” masks, a legendary Mexican master, and outdoor ads that look like they were ripped straight from a Mexico City wrestling arena.
To introduce the brand’s new, easy-to-open packaging, BBH London has launched the “No More Wrestling” campaign, which depicts the absurd amount of effort it takes to unwrap a lollipop. Introducing three large posters and three Lucha Libre masks. Each one is made from a real Chupa Chups flavour wrapper: apple, strawberry and cola.
The masks were created in collaboration with Arturo Bucio, a Mexican craftsman who has been making authentic Lucha Libre masks for wrestling icons including Rey Misterio, Mil Mascaras, and Mystico for over two decades. You’ll be happy to know that these aren’t just any photos of a Lucha wrestler. These are real masks, made with the same care and attention as real masks, just made with candy paper graphics.
Creative Directors Stu Royall and Phil Holbrook called it an opportunity to “do something banging”, which is refreshingly honest about what the brief was, and what the work delivers.
Global Marketing Manager Martin Hofling framed it similarly, noting, “People have been wrestling with Chupa Chups wrappers for decades. 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.”
It’s the kind of brief that could easily have been a press release. “New packaging. Easier to open. Here’s a photo of the wrapper.” Instead, it became a celebration of a minor inconvenience so widely accepted that sticking three luchador masks on a poster is immediately legible to anyone who has ever attempted to eat a Chupa Chups.
More importantly, the packaging is better now. The campaign is better than it needed to be. And somewhere out there, Arturo Bucio made wrestling masks out of lollipop wrappers, which we don’t say very often.
Credits:
All images courtesy of BBH London.
