Coca-Cola Copies Pepsi’s K-Pop Deal With BTS Partnership

Coca–Cola is collaborating with K-pop boy band BTS for its new global campaign “Turn up your Rhythm”, hot on the heels of rival Pepsi’s Blackpink deal featured on ASN just last week.

The campaign features a BTS cover of “Jungle”, which was originally performed by American rock band, X Ambassador.

Beginning in Indonesia, the typical branded content campaign includes an integrated marketing campaign across social media, TV, mobile and in-store.

It will roll out in countries across the region over 2021, according to Pratik Thakar, head of global creative strategy and content, The Coca-Cola Company.

The one-minute video soundtracked by a BTS cover of “Jungle” set in a Coca-Cola factory transforms dull daily life moments into such as sitting in an office or waiting at a bus, into something memorable.

The global appeal of K-pop with Gen Z and millennial audiences has been a key pull factor for blue-chip brands to collaborate with the idols. Coca-Cola’s latest dive into the genre comes right after its biggest rivals, Pepsi partnered K-pop girl group Blackpink. 

Earlier this month, insurance giant Prudential launched the “We Do Well Together” campaign led by K-pop super group SuperM as it aspires to encourage people across Asia to have fun while staying fit and healthy.

Meanwhile in 2020, major South Korean automaker Hyundai rolled out a similar themed campaign as Coca-Cola. To celebrate the launch of its  electric vehicle “IONIQ” earlier in August, the automaker collaborated with BTS to release “IONIQ: I’m On It” a new song and music video that was available online.