Why is this work relevant for Direct?

Pepsi Light Stick cans came from the challenge of launching the Pepsi x Blackpink cans, at a time when the pandemic was cancelling K-pop events. More than just offering another piece of collectible merch, Pepsi saw this as an opportunity to reconnect K-pop fans to their fandoms directly through the cans themselves. Through AR, every Pepsi Light Stick Can transformed into an iconic concert light stick at a fraction of the price of a real one. Cans sold out 6 minutes, but through digital, continue to bring fans together online from the safety of home.

Background

Pepsi was set to launch its special edition cans in collaboration with one of the world’s biggest K-pop groups, Blackpink. But as teens were forced to forgo live concerts and events because of the pandemic, we saw an opportunity to help them find a way to still feel connected to their idols and fandom.

Describe the creative idea (30% of vote)

We created a total experience hinged on our limited edition products, tailormade to how our young audience participates in K-pop culture. With the creation of the Pepsi Light Stick cans, we brought the concert experience to life from the safety of their homes. Giving them one of the most essential items in the K-pop experience: the iconic concert light stick, using AR tech coupled with music. And because it was 90% cheaper than an actual light stick, it became an accessible way for fans to feel connected to their idols. Beyond just a collectible merch, Pepsi Light Stick cans reunited them to their fandoms, at a time when they felt most disconnected.

Describe the strategy (20% of vote)

With the pandemic cancelling events, K-pop fans have been feeling a void and yearning to connect with their fandom. In line with this, we sought to give fans more than just another piece of collectible merchandise that they could buy and instead, allow them the opportunity to feel that they could still participate and connect with their idols despite being at home. To accomplish this, we looked at how we could turn our Pepsi x Blackpink cans into one of the most essential items in the K-pop experience: the iconic concert light stick. Fans all over the world use these light sticks simultaneously in concerts, to feel like a collective. It has also become the ultimate symbol of being a proud and committed member of the fandom.

Describe the execution (20% of vote)

Every Pepsi x Blackpink can transformed into a digital light stick, complete with music, for everything they were doing inside their homes: singing, dancing, streaming, and even ugly crying for their idols. We made this accessible through Instagram stories with the use of AR technology that is able to scan each of the limited edition Pepsi cans. We built the hype on different social media platforms and different idol page groups. With the help of Pepsi endorsers, it added in creating clamor as they too brought to life the concert experience at their homes. Once launched and made available on e-commerce, all Pepsi x Blackpink cans were sold out in just 6 minutes, with 8x the resell value.

List the results (30% of vote)

• Over 218k usage on the AR filter, 28% higher than past promos. • Conversations online were 35% higher than competitor during the same period, reaching almost 6 million people • Sold out in just 6 minutes with 8x the resell value, teens saw it as a collectible and even placed them on their prized shelves (reserved for other big-item kpop collectibles) long after the Pepsi was consumed. • Leading to +110% sales increase during campaign period vs. year ago • Beyond using the light stick cans for online concerts, the AR filter was used for multiple kinds of content that our K-pop fans were creating in their feeds and channels.

Please tell us about the social behaviour that inspired the work

K-pop fans go through lengths to feel closer to their idols and fandom – whether through watching virtual concerts or buying merch. A light stick, an iconic item each fandom has, brings out that collective experience, albeit being expensive. Light sticks are used when fans sing, dance, stream when they watch concerts. And because these light sticks have become the ultimate status symbol of being a proud member of the fandom, fans naturally love to share their light stick moments online. Knowing this, we sought to turn our limited edition collaboration cans into the most affordable light stick that they could use, and share from the safety of their homes during this pandemic. By doing so, we had hoped to make the feeling of being connected to their K-pop idols and fandom more accessible at a time when people feel most disconnected.