London: Chupa Chups has unveiled a new out-of-home (OOH) campaign titled ‘No More Wrestling’, conceptualised by BBH, to promote its redesigned easy-to-open packaging.
The campaign takes a creative approach by dramatizing the long-standing consumer struggle of opening Chupa Chups wrappers, positioning the packaging upgrade as the end of a familiar frustration. Drawing inspiration from Mexican wrestling culture, the campaign reimagines the experience of unwrapping a lollipop as a playful “fight” with the wrapper.
At the heart of the campaign are visually striking Lucha Libre masks, created in collaboration with renowned Mexican mask designer Arturo Bucio. Bucio, known for crafting masks for iconic wrestlers such as Rey Misterio, Mil Máscaras, Dos Caras, and Místico, transformed Chupa Chups wrappers into bold mask designs that symbolise the struggle consumers have long associated with the product.
Each mask incorporates elements from popular flavours including apple, strawberry, and cola, giving them distinct visual identities. The campaign’s typography and visual language also draw from traditional Mexican wrestling posters, reinforcing the thematic narrative.
Commenting on the campaign, Martin Hofling, Global Marketing Manager, Chupa Chups, said, “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.”
BBH Creative Directors Stu Royall and Phil Holbrook, added, “Chupa Chups is such a brilliant brand to work on because every brief is an opportunity to do something banging. Even a packaging update.”
The campaign will be rolled out across the UK and Spain through OOH and social media platforms. Media planning duties were handled by Wavemaker, while Build Hollywood managed flyposter site placements, aligning with the campaign’s wrestling-inspired visual aesthetic.
With this campaign, Chupa Chups highlights how even a functional product improvement can be turned into a culturally resonant and engaging brand narrative.
CREDITS:
Campaign title: No More Wrestling
Client: Perfetti Van Melle
Chief Commercial Officer: Roel Nouws
Global Category Director: Davide Campi
Global Marketing Manager Chupa Chups: Martin Hofling
Senior Global Brand Communications + Activation Manager Chupa Chups: Liset Otten
Advertising agency: BBH
CCO: Alex Grieve
Executive creative director: Felipe Serradourada Guimaraes
Creative directors: Stu Royall and Phil Holbrook
Creatives: Camila Gurgel and Ieva Paulina
Head of Design: Stephanie McArdle
Designer: Sophie Harper and Lucy Russell-Bates
CSO/Deputy CSO: Saskia Jones
Strategy Director: Megan Cullen
Strategist: Molly Chen
Managing Partner: Tessa Brisbane
Account Director: Izzy Hooper
Account Executive: Matilda Hindler-Lowe
Agency Producers: Sarah Tooley and Dan Moorey
Assistant Producer: Matt Kitto
BBH Studio: Tristan Zamula, Connor Farrow-Guy, Dave Walsh, and Toni Polain
