Lotte PEPERO Gives the Internet's Favourite 'Who's Most Likely To...' Trend a Friendship Day Twist
Friendship today is measured less by pictures and more by inside jokes, unread group chats, stolen snacks and one question every squad loves to answer: "Who's most likely to...? "Recognising how these playful rituals have become a language of their own, LOTTE India's iconic Korean snack brand PEPERO is giving one of the internet's favourite friendship trends a delicious new twist with 'Certified Squad Favorite', a Friendship Day campaign that rewards with, every vote and inside joke with something worth sharing.
Speaking about the campaign, Ms. Rachna Anbumani, Vice President & Head – Marketing, Lotte India said: "At PEPERO, sharing has always been at the heart of our brand, so we wanted our Friendship Day campaign to feel just as natural. The best campaigns don't simply capture attention, they create moments people want to experience together. That's why we chose to build on a behaviour people already love rather than create something entirely new, transforming a familiar internet trend into a playful experience rooted in sharing. 'Certified Squad Favourite' reflects our belief that the strongest brand connections are built through participation, laughter and shared experiences, and we hope it's something friends continue to revisit long after Friendship Day is over."
The campaign comes alive through the PEPERO Friendship Day Test, where every friend group gets to settle the debate they've been having for years. A specially created audio serves up a series of playful scenarios, prompting everyone to point at the friend who fits each description best. Every vote earns the squad favourite a PEPERO stick and the one who has more sticks in the end is declared the winner.
The experience is now live across creator collaborations and PEPERO India's social platforms, encouraging audiences to recreate the challenge with their own friend groups and discover who earns the title of Certified Squad Favorite.
Links:
https://www.instagram.com/p/DbVxRFDvfCh/
https://www.instagram.com/p/DbYX8CbtkGf/
The celebration extends beyond the challenge through a community-led Instagram activation. Fans will create individual alphabets using PEPERO sticks and other materials, with selected entries coming together to form one collective Friendship Day greeting across PEPERO India's Instagram Stories, turning the community into the campaign itself.
This Friendship Day, PEPERO isn't just celebrating friendship, it is giving every squad a reason to gather, share and finally answer the one question every friend group has argued over: who really is the Certified Squad Favorite?
