I påsen med idolerna

The result was a recurring content concept with room for both conversation and playful challenges - from 'Top or dip' and ASMR to music-adapted challenges and storytime of the Idols' best moments. The variation gave each film its own expression, while the shared framing held the series together both visually and conceptually. The content was produced with Reels/TikTok format as the starting point.

That meant short, fast formats, a platform-native tone and situations that gave the Idols space to be spontaneous and show their personalities, without a host or a script. The combination of the silver backdrop, props and snacks, and the well-known contestants created a clear and immediate connection between Estrella and Idol.

The results show that a sponsorship doesn't have to feel like an ad break, it can become part of the entertainment. In the Bag with the Idols was developed in 2024 as part of Estrella's Idol sponsorship and returned for Idol 2025. The clear and repeatable format has given Estrella a natural role in the Idol universe and created content that audiences have actively chosen to watch and engage with.