Seizing an opportunity: BBDO Guerrero transforms Pepsi Cans into BLACKPINK Light Sticks | MARKETING Magazine Asia

Seizing an opportunity: BBDO Guerrero transforms Pepsi Cans into BLACKPINK Light Sticks


BBDO Guerrero and Pepsi have developed a special treat for BLACKPINK fans with the launch of its limited edition cans that transform into a digital light stick inspired by the band.

BLACKPINK light sticks became an essential item fans brought with them when attending the band’s live concerts but due to the steep price tag (RM 168 per lightstick), many fans were unable to afford it. 

Knowing this, BBDO Guerrero took the opportunity to help BLACKPINK fans go all-out in their fandom through a custom Instagram Stories filter which transforms the special Pepsi cans into a a Pepsi BLACKPINK Light Stick. 

“We’ve seen more opportunities open up in the digital space as we went into lockdown and this Instagram filter is something that our team developed to show how existing technology can be made into something that our clients’ fans can enjoy,” ,” said BBDO Guerrero Creative Chairman, David Guerrero.

The campaign garnered approximately 2.56M engagement and was a hit with international fans, reaching across the Singapore and the region.

“When we announced BLACKPINK as Pepsi’s newest brand ambassador, we wanted fans to have the full fandom experience especially at a time where concerts aren’t the way they were before anymore,” said PepsiCo Marketing Director, Mikey Rosales. “We’re very happy that BBDO Guerrero was able to deliver this.”