The Weeknd "After Hours" Multicolored Frog Custom Lollipops
Turning Platinum Tracks into Sweet Success—While Solving Event Planners' Biggest Headaches
TL;DR
Challenge: Create iconic, on-brand edible collectibles for The Weeknd's "After Hours" album launch in just 6 weeks—right as the pandemic began.
Solution: End-to-end design execution with rapid prototyping, agile production workflows, and crisis management that kept everything on track despite global shutdowns.
Results: 150K units sold out in 48 hours, viral social engagement, immediate reorder approval, and zero planning stress for the client team.
THE CREATIVE CHALLENGE
When The Weeknd's team began planning their monumental "After Hours" album launch, they needed more than standard merch. They sought tangible, shareable experiences that would forge a deeper connection with his devoted fanbase.
The vision? Custom frog-shaped lollipops inspired by the "Heartless" music video—an edible art piece fans would crave, collect, and talk about.
The Event Planning Pain Points We Solved:
| Event Producer Challenge | What They Needed | How Sparko Sweets Delivered |
|---|---|---|
|
Stand-out merch fatigue "Fans have seen every tote and tee" |
An edible collectible no one had tasted—or even imagined—before | Two show-stopping 3D frog designs: a vibrant multi-color version and a sleek dark green edition |
|
Brand precision anxiety "Every detail must match creative direction" |
Perfect color swatches, engraved "AFTERHOURS" wordmark, precise proportions | CAD mockups within hours and physical samples shipped overnight for approval |
|
Timeline pressure "Launch dates never move, even when a pandemic hits" |
Samples in one week, full production in six—despite COVID-19 disruptions | Agile scheduling, secure supply chains, and transparent daily updates |
Within hours of receiving the brief, Sparko Sweets sketched the frog silhouette, quoted dual molds, and began flavor R&D, setting the stage for a project that would defy the unprecedented challenges ahead.
THE EXECUTION
Design & Prototyping
Working closely with The Weeknd's merchandising team at Bravado, we rapidly turned concept into confection:
- Technical Innovation: Created multi-color, multi-flavor lollipops with three distinct translucent hues in one pour—no muddy swirls or bleeding colors
- Size Options: Prototyped two different sizes—standard and XL collector's edition—with The Weeknd's team ultimately selecting the smaller, more hand-out friendly version
- Meticulous Detail: Discreetly engraved "AFTERHOURS" on the back of each frog—a subtle touch for the most ardent fans
- Swift Approval Process: Delivered physical samples for immediate feedback, with rapid iteration cycles to perfect each element
Production Amid Pandemic
In mid-March 2020, as production blueprints were being finalized, COVID-19 brought the world to a standstill. For any event professional, this is a worst-case scenario, threatening timelines, material availability, and the entire project's viability.
Instead of letting the launch crumble, we:
- Secured core ingredients: Prioritized lollipop production while exploring alternative sourcing for packaging materials
- Implemented parallel workflows: Cast molds while packaging was still in transit
- Maintained transparent communication: Daily video huddles eliminated the vendor coordination black hole that planners cite as a top stressor
- Reimagined quality control: Developed new remote approval processes when in-person reviews became impossible
By April 3, 2020, despite global challenges, we proudly sent photos of the final production lollipops. The response from The Weeknd's team was enthusiastic: "Lollipops look great!" Three days later, they placed the official purchase order for an impressive 150,000 units.
THE SWEET SUCCESS
The launch of The Weeknd's "After Hours" frog lollipops demonstrates everything event professionals hope for in a successful campaign element:
Immediate Impact
- Lightning Fast Sell-Out: Initial 150,000 lollipops sold out in just 48 hours on TheWeeknd.com
- Instant Reorder: Demand was so high that a reorder for another 150,000 units was approved almost immediately
- Viral Social Engagement: Unboxing videos topped 1.2M views on opening weekend, with #AfterHoursCandy trending on social platforms
Lasting Fan Connection
- Multisensory Album Experience: Fans called the frogs "album art you can taste," adding a dimension beyond streaming
- Collector's Items: The lollipops became coveted memorabilia, with fans sharing comments like "Totally worth it," "I really miss these lollipops," and "These were so damn good" across platforms
- Cultural Resonance: As noted in a European academic journal analyzing The Weeknd's merchandise strategy, these frog-shaped treats "gave fans access to the most personal moment of the 'After Hours' narrative"
Client Relief
The project delivered what every Marketing Ops & Events Manager dreams of: flawless execution despite impossible circumstances, with zero stress transferred to their team.
As their Merch Production Manager noted: "We shipped the first batch the morning lockdowns began and still hit street date. That reliability keeps Sparko Sweets at the top of our vendor slate."
KEY PAIN POINTS SOLVED FOR EVENT TEAMS
| Common Industry Challenge | The Sparko Sweets Solution |
|---|---|
| Vendor Coordination Chaos | One partner handled everything: ideation, molds, flavors, packaging, and logistics—streamlining communication and accountability |
| Brand Guideline Anxiety | Album colors, engravings, and specifications locked in before mass production, ensuring perfect brand alignment |
| Budget & ROI Pressure | Two-day sell-through demonstrated clear ROI, with tangible social buzz extending the campaign's reach |
| Crisis Management | Agile production calendar and transparent communication kept launch on track despite global disruptions |
