Lotte India’s Korean snack brand PEPERO has launched a new Friendship Day campaign, Certified Squad Favourite, inspired by the internet’s popular ‘Who’s Most Likely To...’ trend.
The campaign builds on a familiar social media behaviour, encouraging friend groups to settle playful debates through the PEPERO Friendship Day Test. Participants vote on a series of light-hearted prompts, with every vote earning the chosen friend a PEPERO stick. The person with the most sticks at the end is crowned the ‘Certified Squad Favourite’.
Commenting on the campaign, 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 is being rolled out through creator collaborations and PEPERO India’s social media channels, inviting audiences to recreate the challenge with their own friend groups ahead of Friendship Day.
