Sparko Sweets created custom frog-shaped lollipops for The Weeknd's "After Hours" album launch, delivering a collectible, on-brand edible moment under extreme timeline pressure as the pandemic began.
| Client | The Weeknd (Bravado Merchandising) |
| Campaign | "After Hours" Album Launch |
| Scope | Custom confection design, dual mold development, sampling, large-scale production |
| Objective | Create an iconic edible collectible tied to the "Heartless" creative world, and execute at scale under shifting global constraints |
TL;DR
- The Brief: Create an on-brand edible collectible for The Weeknd’s "After Hours" launch inspired by the "Heartless" music video.
- The Design: A sculpted frog lollipop with engraved "AFTERHOURS" detail engineered in multiple translucent hues with clean separation.
- The Execution: Rapid prototyping, overnight sampling, and agile production planning as COVID-19 disruptions hit mid-project.
- The Result: 150,000 units sold out in 48 hours with immediate reorder approval and viral fan-driven social engagement.
When The Weeknd’s team began planning the "After Hours" album launch, they needed more than standard merchandise. They wanted a tangible, shareable experience that deepened fan connection and felt native to the visual world of the campaign.
The concept was bold and intentional: a custom frog-shaped lollipop inspired by the "Heartless" music video, designed as edible art fans would crave, collect, and share.
Design Language
The frog form was developed as a high-clarity molded confection with an intentional silhouette and crisp detail. Each piece included a discreet engraved "AFTERHOURS" mark on the back, rewarding close inspection and reinforcing album identity.
Multiple variants were engineered, including a vibrant multi-color version and a sleek dark green edition, each designed to photograph cleanly and maintain visual integrity under different lighting conditions.
Execution Under Pressure
From brief to sampling moved at speed. Digital mockups were followed by physical samples delivered for rapid approval cycles.
- Fast concept-to-sample workflow
- Precision color separation without bleeding
- Engraved detail control at scale
- Packaging prepared for direct-to-consumer fulfillment
As COVID-19 disruptions began mid-project, production workflows were adapted to maintain schedule integrity and product quality.
- Secured ingredient continuity
- Parallelized mold casting and packaging timelines
- Maintained tight communication with the merchandising team
- Delivered approval-ready production samples despite constraints
By April 2020, final samples were approved and an official order for 150,000 units was placed three days later.
THE SWEET SUCCESS
The frog lollipops delivered immediate sell-through, strong reorder velocity, and organic fan amplification.
- 150,000 units sold out in 48 hours
- Immediate second production run approved
- High-volume fan-generated social content
What This Activation Demonstrates
- High-fidelity molded confection design with engraved detail
- Rapid prototyping and approval workflows
- Large-scale production readiness for DTC drops
- Agile execution under disrupted supply conditions
- Collectible product design that drives organic social sharing
Planning a Drop or Launch?
Sparko Sweets partners with entertainment, fashion, and lifestyle teams to translate creative direction into edible collectibles that feel intentional, premium, and campaign-aligned.
If you are building a launch that deserves more than forgettable merch, let's design the edible moment your audience will photograph, taste, and remember.
