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Coca-Cola Company’s Fanta Secures Endorsement With Rookie K-Pop Boy Band RIIZE
Fanta, which is under the Coca-Cola Company portfolio, has latched on to SM Entertainment run K-pop boy band RIIZE as its latest celebrity endorsers.
RIIZE, is a seven-member, rookie K-pop boy band, which debuted last September, and has sold over one million copies of ‘Get a Guitar’, its debut single album in its first week. The band is much loved by millennials and Gen Alphas across Asia.
Unsurprisingly, the K-pop band has also been a hit with brands by clutching a series of coveted brand endorsements in its bag, namely Korean online fashion retailer Musinasa, luxury fashion house Louis Vuitton as well as homegrown skincare brands UIQ and Etude House.
Following the announcement, a Coca-Cola media spokesperson, mentioned, “The recently released ‘Fanta Zero Orange Scent’ has a lot in common with RIIZE, which is on a rapid growth path, as it is growing into a super rookie for the Fanta Zero line-up.”
According to ASN data, the Coca-Cola Company has dominated as the largest sponsor (slightly over US$400.8m, 75%) in the Asian sponsorship landscape since Q321, however, its investment has taken a massive plummet in the first half of 2024; garnering a mere US$674k in Q124 and tipped to reach US$9.05m in Q224, figures that are a far cry from the quarterly average investment of US$34.1m+. Meanwhile, our data also reveals that the Coca-Cola Company spends a mere 0.2% of its budget on South Korea, a figure that’s bound to change as K-pop dominates the region and the globe.
