The Pepsi Can Light Stick is a campaign held by Pepsi under the direction of BBDO Guerrero.
This project’s main target audience was K-Pop fans, specifically fans of BLACKPINK. Due to the pandemic, fans could not attend concerts. Pepsi used the light stick as a symbol of fans belonging to a single group together with the common interest of K-Pop. With this, Pepsi has launched Pepsi cans that would also serve as a light stick with the use of an Instagram AR filter that would light up the Pepsi can like what a light stick would. The Instagram AR filter also comes with its own K-Pop music for the filter users to vibe to as if they’re on an actual concert.
With this campaign, K-Pop fans were able to enjoy a concert experience, even at home. It also helps having a workaround of purchasing an actual BLACKPINK light stick, which would cost around $40, comparing to a Pepsi can costing around 50¢.
The Pepsi Can Light Stick project has received the following awards:
- The Boomerang Awards 2022
- Branded Experience (Silver)
- Entertainment (Including Gaming) (Bronze)
- APAC Tambuli Awards 2022
- Mobile / Media category (Bronze)
- 15th Kidlat Awards
- Creativity in Engagement: Social & Influencer (Finalist)
- Creativity in Experience: Touchpoints & Technology (Finalist)
- Creativity in Experience: Brand Experience (Finalist)
Source: https://bbdoguerrero.com/work/pepsi-can-light-stick/
Want to know more about the Pepsi Can Light Stick project? Check out the following links: