Pejoy's latest campaign launches hunt for soon to be discontinued flavours

Japanese confectionery company Glico has invited Malaysian consumers to hunt for some of Pejoy's unique flavours in stores ahead of its discontinuation in a new campaign called 'The Endangered Packs'.

The campaign, done in conjunction with The Chariot Agency, features the Pejoy pack flavours Cookies & Cream, Matcha, and Chocolate which will be discontinued soon. It will also be the last time these packs are seen fronting a campaign. 

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“Knowing that the three flavours won’t be restocked, we wanted to highlight the scarcity of these packs,” said Christyna Fong, creative group head at The Chariot Agency.

Fong cited mother nature as inspiration for the campaign and likens the packs to an endangered species on the verge of extinction.

“From an execution standpoint, we made spotting one feel voyeuristic. Like stalking for a shot of some rare species,” she continued.

As part of the campaign, Pejoy has collaborated with Asian Scents Co, to create a set of three reed diffusers based on the respective flavours to allow consumers to keep the memory of these Pejoy flavours alive.

The campaign mainly utilises social media execution with additional point of sale marketing materials. Consumers who take a picture of an endangered Pejoy pack in stores will also stand a chance to win one of its limited-edition scents.

Additionally, the campaign was launched to pave the way for the next iteration of Pejoy flavours that will be launching in September, according to a statement by the brand.

In 2021, Glico appointed The Chariot Agency to manage strategic and creative campaigns for all its brands in Malaysia and Singapore, including social media management.

When asked why Chariot was chosen, Glico's regional brand manager, Ian Leong, said at the time: "We loved Chariot's fresh ideas based on deep consumer insights and how the agency is pushing the boundaries of bringing it to life, which is essential in the increasingly changing economy."

Meanwhile, Chariot's MD Adrian Cheah told A+M that there is a big ambition for Pocky moving forward and the team is stoked to be part of Glico's exciting plans. "As we have always done, we will look to explore new and traditional platforms to play with a clear sight of getting to Glico brand’s business goals together," he added.

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