How can you compete with a candy icon such as Pop Rocks? This was the challenge Chupa Chups posed to WonderGroup. The answer was to “change the game” from playing only on sensory enjoyment to sensory enjoyment with superior flavor. WonderGroup invented the concept, came up with the brand name and helped negotiate licensing to bring Rush Rox carbonated candy with Dr Pepper and Cherry 7Up flavors to life. The package design captures the explosive candy rush, while showcasing the mega-brand-borrowed equities of Dr Pepper and Cherry 7Up.