Post by Perfetti Van Melle

𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝘀 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂 𝘁𝘂𝗿𝗻 𝗮 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗶𝗻𝘀𝗶𝗴𝗵𝘁 𝗶𝗻𝘁𝗼 𝗮 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻...?   You get rewarded with two Wood Pencils at D&AD 2026. 🏆🏆   For years, people joked that Chupa Chups wrappers were impossible to open. So, to launch our new easier-to-open wrapper, we created the hardest-to-open Chupa Chups ever. A simple product truth turned into conversation, PR and culture. Huge congratulations and thanks to everyone across our global and local teams, markets, BBH London, Edelman and Influencer who helped bring this idea to life.