Making ‘Easier to Open’ Impossible to ignore
We turned a (long-awaited) product innovation into a PR story, combining national research, entertainment-led content and targeted consumer and trade media to put Chupa Chups’ new easy-open wrapper firmly in the spotlight.
Client
Chupa Chups
Area
Trade
The Challenge
Chupa Chups wanted to make its new easy-open wrapper famous. With HFSS (high fat salt and sugar) regulations ruling out paid advertising, the challenge was to do it entirely through earned PR and social content - creating cultural conversation and media buzz that would capture the attention of Gen Z.
Our task was to bring the “Easier to Open” message to life in a way that felt relevant, entertaining and genuinely useful, encouraging product trial while building positive brand sentiment.
Our Approach
We identified a simple consumer truth: everyday life is full of small frustrations and time-wasting moments.
We then built the campaign around this relatable insight, positioning Chupa Chups’ easier-to-open wrapper as a small innovation that could make everyday life just that little bit easier.
To give the story a strong media hook, we commissioned national research to uncover Brits’ biggest everyday frustrations and time-wasting moments. The findings provided a rich bank of relatable insights and conversation starters.
We then brought the campaign to life through engaging, entertainment-led video content and talent integration, enrolling Harry Aikines-Aryeetey – better known as Nitro from Gladiators – to put the nation’s everyday annoyances and time-saving hacks to the test at one of the UK’s busiest hot-spots, Thorpe Park.
Alongside the campaign activation, we delivered a targeted earned media strategy spanning both consumer and trade press, ensuring the “Easier to Open” message cut through with both audiences that matter to the brand.
“The campaign was a fantastic success for Chupa Chups. Mercieca brought a strong understanding of our audience to the campaign, combining a genuinely engaging creative idea with impactful PR and content that delivered impressive reach and positive sentiment.
The team were a brilliant partner throughout, bringing energy, creativity and strategic thinking to every stage of the campaign. The results speak for themselves, and we’re delighted with how Mercieca helped us make ‘Easier to Open’ such a memorable part of the Chupa Chups story.”
Kim McMahon
Brand Manager, Chupa Chups
Chupa Chps coverage
The impact
The campaign successfully transformed a functional product innovation into a compelling consumer story, generating significant national awareness while delivering strong positive brand sentiment.
It demonstrated how a seemingly small product change can become a much bigger communications opportunity when rooted in a relatable cultural insight and brought to life through entertainment.
Consumer PR results
39
pieces of national media coverage
204M
opportunities to see
98%
Gold standard coverage
100%
positive
sentiment
The combination of a strong consumer insight, high-profile talent and an inherently relatable product benefit delivered widespread national cut-through, helping Chupa Chups turn “Easier to Open” into a memorable brand story.
trade PR results
20
pieces of trade media coverage
727K
opportunities
to see
98%
gold standard coverage
99%
positive
sentement
This ensured the innovation went beyond consumer awareness, generating valuable visibility among the retail and industry audiences that matter to Chupa Chups and putting the product’s key point of difference firmly on the trade agenda.
