Created by Dentsu Creative, ‘We Are All PEPEROs’ uses quirky snacking habits, relatable characters and music to celebrate the unique personalities that make every friend group special.
Lotte India has launched ‘We Are All PEPEROs’, a new campaign for its chocolate-coated biscuit sticks brand PEPERO, celebrating the individuality, habits and shared experiences that shape friendships. Conceptualised by Dentsu Creative, the campaign targets young consumers through familiar social situations and a catchy musical narrative.
Rooted in the idea that friendship thrives on differences, the campaign draws a playful connection between the personalities within a group and the different ways people enjoy PEPERO. It highlights how individual quirks can become defining traits of a friend circle, without taking away from the sense of belonging that brings everyone together.
At the heart of the campaign is a 65-second film that opens with the question, “Who are these PEPEROs?” Set to an upbeat track, it introduces different characters through their snacking preferences. While some eat the biscuit first and save the chocolate coating for last, others start with the chocolate. Some finish their sticks in one go, while others savour every bite.
These everyday habits become humorous identifiers for familiar personalities, brought together by the refrain, ‘We Are All PEPEROs!’. The film positions the brand within the spontaneous moments, laughter and shared experiences that define young friendships.
Rachna Anbumani, Vice President and Head of Marketing at Lotte India, said the campaign aims to introduce PEPERO to new audiences and make it a natural part of their friend groups through relatable situations centred on friendship, love and sharing.
Indrajeet Mookherjee, President – Integrated Client Management at Dentsu, said the film uses recognisable human connections to encourage viewers to associate PEPERO with friends they know.
The campaign is live across television, YouTube and social media, using music and everyday friendship moments to build a connection with young consumers.
