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Impossible by design
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Chupa Chups is a delicious lollipop with one common complaint: its wrapper is impossible to open.
For years, customers have been complaining about how hard it is to remove the wrapper.
So Chupa Chups made it worse.
Watch the full ad here.
Instead of fixing the complaint â like most brands would â Chupa Chups leaned into it and engineered a truly impossible wrapper called the âFinal Bossâ lollipop.
Encased in the same protective materials that make bulletproof vests, they sent the limited-edition lollipop to popular influencers and challenged them to open it.
Check out the full construction here.
The ad works because they didnât change a thing about their wrapper⊠just what it was being compared to.
By making a wrapper thatâs actually impossible to open, the original suddenly became their easiest option to open.
When customers complain about something, most brands apologize and scramble to fix it.
Chupa Chups leaned further into it⊠and turned a product weakness into a brand moment.
For your industry, you donât need to change your product if you can change your positioning.
Simply show your audience how your product is better than any other alternative⊠even if you have to manufacture one.
Chupa Chups showed you a unique way of changing your positioning without changing your product.
This next ad also features the extreme lengths people go to get to the product and celebrates it.
Upgrade to premium to read it:
