• Chupa Chups has sent out lollipops with multilayered, industrial-strength wrappers to influencers, inviting them to create content as they unwrap the overengineered packaging.
• The campaign is designed to spread awareness of an actual packaging change to Chupa Chups that will make the candy easier to unwrap.

Perfetti Van Melle’s Chupa Chups lollipop wrapper is notoriously difficult to unwrap. 

Unlike most lollis, Chupa Chups are wrapped in two layers twisted together and then heat-sealed at the bottom. This is done intentionally so customers get food-safe lollipops in the condition they left the factory. There is a trade-off, of course. Making them safer also makes them more difficult to open. Fans of the sweet treats have turned to social mediafor tips on removing those wrappers, and the process has become a source of inspiration for clickbait articles.