Packaging improvements help create a better brand experiences, but these sort of upgrades rarely get the attention that a smart advertising campaign provides. Of course, Chupa Cups isn’t your everyday packaged good. It’s a candy with history and a loyal following.
To promote Chupa Chups’ new ‘easy-to-open’ packaging, BBH created an out of home campaign that links wrestling with the product’s hard-to-open wrapper to Lucha Libre, or Mexican professional wrestling.
The “No More Wrestling’ campaign features Lucha Libre masks from renowned Mexican mask designer and crafter, Arturo Bucio. Bucio has created Lucha Libre masks for wrestling icons such as Rey Misterio, Mil Máscaras, Dos Caras, and Místico for over 20 years.
Martin Hofling, Global Marketing Manager at 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, said, “Chupa Chups is such a brilliant brand to work on because every brief is an opportunity to do something banging. Even a packaging update.”
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