"Sweet War" Pepero Day... 5 Convenience Store Chains' 5 Unique Strategies

GS25 Partners with Teletubbies
CU Launches 'PyoGomi' Special Set
Pig Bar, Dalgona Pepero
Ferrero Rocher Also Joins

[Asia Economy Reporter Cha Min-young] The ‘Pepero Day War’ among the five major convenience store chains has ignited.

According to the industry on the 3rd, major convenience stores in Korea have launched various day marketing strategies to celebrate ‘Pepero Day’ on November 11. Various linked strategies were deployed, ranging from using live broadcast shopping platforms for contactless shopping to utilizing social network services (SNS) like Instagram and their own applications (apps).

GS25, operated by GS Retail, is running the ‘Cheer Up Korea One More Day’ campaign throughout November in celebration of Pepero Day. The number of products increased by 34% compared to October, totaling about 1,200 items. There are about 30,000 prizes prepared across approximately 30 promotions. Ferrero Rocher and Choco Stick Snack promotional products offer a two-plus-two (2+2) benefit when purchased with Shinhan Card and BC Card, respectively. They also introduced 20 planned products including Choco Stick Snacks featuring the Teletubbies characters, which were popular among the MZ generation (a combination of Millennials and Generation Z). When customers purchase Teletubbies promotional products and accumulate GS&POINTs, a stamp is generated in the ‘The Pop’ app, and collecting five stamps entitles the first 3,500 customers to receive a Teletubbies grip talk or plush doll as a 100% random gift. The ‘Dwaejiba Pepero,’ which adds the unique strawberry flavor of Dwaejiba, was exclusively launched last month on the 12th and is currently very popular, ranking second in the Choco Stick Snack category.

CU, operated by BGF Retail, is holding an Instagram live broadcast under the theme ‘Baekbaero Day’ for Pepero Day. On the 6th at 11 a.m., CU’s official Instagram account will sell Wemakeprice CU delivery vouchers that can be used to purchase Pepero Day planned products at CU stores listed on the ‘Wemakeprice’ app. A total of 6,900 10,000 KRW vouchers will be sold on a first-come, first-served basis, with discounts ranging from 11% to 100%. There is also an unboxing corner featuring product planners (MDs). They have prepared collaboration products and goods with the movie, gaming, and apparel industries to commemorate Pepero Day. These include the ‘BYC Pepero Package’ in collaboration with underwear company BYC, the ‘CU Megabox Pepero Shopping Bag,’ ‘CU Megabox Gift Set,’ and the ‘Wemakeprice Pepero’ made with Wemakeprice. The ‘KartRider Pepero’ contains a mini life-size standee or magnet of characters from the racing game ‘KartRider.’ There is also the ‘Bardo Pepero Shopping Bag’ made with premium ice cream Bardo, and the ‘Gompyo Pepero Planning Set’ featuring ‘Pyogomi,’ the mascot of the Gompyo brand. The ‘Stick Snack Gift Set,’ created in collaboration with the instant photo booth ‘Life Four Cuts,’ includes a topper that allows customers to take beautiful photos anywhere.

Seven Eleven introduced over 100 related products. As a differentiated product, they exclusively sell ‘Dalgona Pepero.’ This product uses the nostalgic snack dalgona, which was the hottest food this year, coated with rich dalgona and white chocolate on stick snacks. The ‘Minions Pepero Set’ includes Minions grip talks, post-its, and eco bags as individual goods. The ‘Ferrero Rocher Planning Product’ shaped like a top, called ‘Rocher Cone,’ is limited to 20,000 units. Until the 14th, they are also holding discount events on nine popular Pepero products including almond and dalgona Pepero, as well as 15 types of Rocher. When paying over 10,000 KRW with affiliated cards, customers receive a 30% instant discount, and when paying over 10,000 KRW with KakaoPay, they get a 30% payback.

Emart24 is expanding the concept of Pepero Day by holding events for sweet products and products shaped like the number one (1). First, until the end of this month, when customers pay for Lotte Confectionery snack products at Emart24 and scan the ‘Emart24’ mobile app integrated barcode, they will receive a roulette lottery ticket once per person per day on the app event page. Prizes include a Nespresso Vertuo capsule machine, Apple AirPods, Starbucks Americano coupons, and Emart24 coupons. Additionally, until the 11th, customers can receive a 20% discount when paying for all Lotte Pepero products with BC Card, a 50% discount on two types of Ferrero Rocher when paying with KakaoPay, and a 20% discount on Emart24 Sweet Day planned products when paying with NH Nonghyup Card.

Ministop is conducting a 50% discount event in collaboration with card companies. Until the 10th, customers who purchase four or more of the 10 Lotte Pepero items using BC, Nonghyup, or Hana cards at Ministop can receive a 50% discount, limited to a maximum of 5,000 KRW per transaction. On Pepero Day, November 11, and the following day, the 12th, Ministop will hold price discount events on Lotte Pepero and Ferrero Rocher chocolates. Customers can get a 20% discount when purchasing eight or more of the 10 Pepero items, and a 15% discount when purchasing five or more of the T3 and T5 Ferrero Rocher products. Through ‘KakaoTalk Gift,’ customers can get a 500 KRW discount when purchasing four types of Lotte Pepero by the 8th. Additionally, the ‘Mini Snack Gift Set’ is also on sale at a discount. The Mini Snack Gift Set is newly composed of three types of Lotte Pepero, three types of Lotte snacks, and four types of Ministop’s best private brand (PB) snacks.