Chupa Chups just turned a packaging update into a Lucha Libre showdown

There's a special kind of frustration reserved for trying to open a Chupa Chups. You know the one. The wrapper won't tear cleanly. Your thumbnail bends back. You resort to using your teeth, which feels undignified. And then, finally, after a small but humiliating battle, you get your lollipop. BBH knows this universal truth. Chupa Chups knows. And rather than pretending this never happened, they've decided to commemorate that struggle.

To announce the brand's new easy-to-open packaging, BBH London has launched 'No More Wrestling', an OOH campaign that leans hard into the absurdity of the hard effort required to unwrap a lollipop. There are three oversized posters and a trio of Lucha Libre masks. Each one is made from the actual wrapper of a Chupa Chups flavour: Apple, Strawberry, and Cola.

The masks were designed in collaboration with Arturo Bucio, a Mexican craftsman who has spent over two decades crafting authentic Lucha Libre masks for wrestling icons, including Rey Misterio, Mil Mascaras, and Mystico. You'll be glad to know, this ain't no stock-photo Lucha wrestler situation. These are proper masks, built with the same care and attention that goes into the real thing, just constructed from candy wrapper graphics.

Each design draws on the typographic details, colour, and pattern of its respective flavour, so every mask has its own character. The headline typography follows suit, lifted from the aesthetic of classic Mexican wrestling fly posters, which gives the whole campaign a handmade, chaotic energy that feels completely at odds with a product announcement, and completely right for Chupa Chups.

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."

The campaign runs across the UK and Spain in outdoor and on social media. The media was planned by Wavemaker, with Build Hollywood sourcing flyposting locations specifically to reinforce the wrestling-poster aesthetic. Which means someone sat in a meeting and said, "We need our ads to look like they were pasted up outside a boxing gym in 1987", and everyone agreed, and that's how good campaigns happen.

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 is not something we get to say very often.