Lotte Wellfood announced on October 26 that it is launching a full-scale global integrated campaign to expand the "PEPERO" brand beyond Korea to overseas markets ahead of PEPERO Day.
The company will launch PEPERO branded digital out-of-home advertisements in New York's Times Square, one of the world's busiest pedestrian intersections, and in the center of Los Angeles (LA) Korean Town.
This is an aggressive marketing effort to successfully establish PEPERO as a local favorite beyond the Korean American community in the U.S. market. The brand is expected to be more effective in promoting the brand in places where there are many commuters and tourists.
The main message of PEPERO's global campaign is "Say Hello with PEPERO". The message is to convey a warm and sympathetic message by handing out PEPERO, which can share your heart more than ten words, in various everyday situations.
In addition, buses wrapped with PEPERO advertising images will be operated at major attractions in New York and Los Angeles (LA) ahead of the PEPERO Day season. In addition, PEPPERO will run ads on popular platforms in the U.S. such as YouTube and Instagram to communicate with global MZ consumers.
More than 70 stores, including H-MART, a well-known Korean supermarket in the region, are operating dedicated brand stands and planning various sales promotions to expand sales and increase brand awareness.
Meanwhile, the PEPERO brand, which celebrated its 40th anniversary in 1983, has generated nearly KRW 2 trillion in sales through the first half of this year. It is sold in more than 50 countries around the world, including the United States, the Middle East, and Southeast Asia, and has recorded annual sales of about 190 billion won in 22 years.
PEPERO's overseas sales have been growing at a rate of about 12% year-on-year. Overseas sales increased by about 40% year-on-year to about 48 billion won, and the share of total brand sales has been steadily increasing. Lotte Wellfood aims to reach KRW 200 billion in global sales this year through aggressive exclusivity and global branding.
