Lotte India PEPERO film turns snack quirks into belonging

Lotte India has launched a new campaign for PEPERO, its choco-coated biscuit stick brand, that turns the way people eat the snack into a mark of friendship. Created by Dentsu Creative, ‘We Are All PEPEROs’ uses a 65-second musical film to introduce young consumers to the brand through the quirks that define a friend group.

The campaign opens with a simple question: ‘Who are these PEPEROs?’ Then it answers with a cast of familiar personalities, each defined by a snacking ritual.

01 · The insight

The thinking is straightforward: young people find belonging inside their circles, and what makes a circle feel like theirs is often the small differences between them. The film maps those differences onto PEPERO eating habits, treating them less like preferences and more like identity markers.

• Some start with the biscuit and save the chocolate coating for later.
• Some begin with the coating.
• Some eat the sticks all at once.
• Some savour each bite.

In the ad, those habits become playful identifiers. The refrain ‘We Are All PEPEROs!’ pulls everyone into the same group without erasing what makes each person distinct.

02 · Why the brand brief matters

Rachna Anbumani, Vice President and Head of Marketing, Lotte India Corporation Private Limited, said the brief was to introduce new audiences to PEPERO and make the brand part of a friends’ gang. She frames the film around the brand’s ethos of friendship, love and sharing, built on relatable situations.

Indrajeet Mookherjee, President – Integrated Client Management, Dentsu, said the film ‘sings its way into conversations’ and lands on honest human connection. The intended reaction, he noted, is ‘Hey, I know a friend like that!’ when someone opens a pack.

03 · What brand leaders can use

The work is a usage-occasion study turned into casting. Instead of segmenting by age or income, the film segments by behaviour—each habit signals a personality and a role inside the group. That gives the ad natural repeatability: every viewer can classify themselves and their friends.

For a low-involvement snack, the campaign does not try to win on ingredients or taste claims. It borrows a behaviour consumers already have, then gives that behaviour a social meaning. That makes the product part of an inside joke rather than a thing to be described.

The format fits the media plan: a short, music-led story that can travel across TV, YouTube and social without changing its core idea. The campaign is live across those platforms now.

Source: MediaNews4U

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.