Chupa Chups turns wrapper frustration into a Lucha Libre OOH spectacle

Chupa Chups has launched an out-of-home campaign to introduce its new easy-to-open packaging, bringing a familiar consumer experience into focus through a culturally rooted creative concept. 

Titled “No More Wrestling,” the campaign takes the everyday act of struggling to open a lollipop wrapper and translates it into the world of Lucha Libre. 

The creative is led by a series of outdoor posters featuring custom-designed wrestling masks, each inspired by Chupa Chups’ wrapper designs. Developed in collaboration with Mexican mask maker Arturo Bucio, the masks draw directly from the colours, typography and patterns of different flavours, including apple, strawberry and cola. 

These masks form the central visual across the campaign, appearing across large-format outdoor placements. The posters carry the line “No More Wrestling,” referencing the shift to the new packaging and signalling the end of the long-standing consumer experience associated with opening the product. 

The visual language is rooted in traditional Mexican wrestling posters, with bold typography and high-contrast layouts reinforcing the theme across executions. 

The campaign has been rolled out across outdoor media in the UK and Spain, with placements including flyposting sites that align with the street-style aesthetic of the creative. 

Created by BBH London and supported by Wavemaker, the campaign brings together packaging, cultural reference and outdoor formats to present the product update through a unified visual system across markets.