Packaging can be really cool, but it can also be overcomplicated. This is especially the problem if the user will have a problem opening the package, as shown in the video below.
The key problem with this package is that it is an unintuitive way of opening it. You would expect to pull the gum out, not pull out a paper tab. While the added pop-up feature is kind of cool, it is not worth the confusion it gives to the consumer. The customer must be kept foremost in the designers mind at all times, which this packaging miserably fails at. Found via Core77.