This is precisely the kind of very unusual marketing campaign that Chupa Chups, which has been criticized more than once for the difficulty of opening its famous candies, is conducting in anticipation of the release of new, “easy-to-peel” packaging.

As mentioned in statements by company representatives, new Chupa Chups lollipops that can be easily opened are expected to be released soon. However, in their marketing campaign, the manufacturers decided to take the opposite approach and placed 250 lollipops in an unopenable package. Just imagine: each lollipop in its standard packaging is coated with an additional layer of carbon composite reinforced with aramid fiber, followed by a layer of silicon carbide, which is then dipped in liquid rubber. The manufacturer describes this packaging as unbreakable, fireproof, and capable of withstanding a load of 1,000 kg.

A limited edition of the lollipops was sent to famous bloggers with an invitation to participate in a challenge and open the super-strong packaging to find the new "easy-open" one inside. A different challenge was announced for regular shoppers: time them to remove the new easy-open packaging from the candy and post their achievements online with the hashtag #ChupaSpeedChallenge. The candies in the new packaging have already begun to appear on store shelves, and they are expected to be available everywhere by the end of the year.

Materials from chupachups.co.uk were used.