Pepsi Boards The K-Pop Craze With Blackpink Deal

With K-pop reigning across the globe, it’s no surprise Pepsi is tapping on the mass appeal of Blankpink, sealing an endorsement deal across Asia Pacific with the K-pop outfit.

The beverage behemoth will work with the K-pop girl group for its “Go all in for what you love” campaign, in a typical move to engage Gen Z audience to be bold and push the boundaries of possibility when it comes to pursuing their passion in life.

Under the collaboration, Pepsi and Blackpink have co-produced an ad and a 360-degree marketing campaign will launch alongside to raise brand awareness through various media platforms. Limited-edition Pepsi products featuring Blackpink members wiil also be available in various 7-11 outlets in Malaysia and Singapore.

The partnership which will run till July, will also include the rollout of TVCs as well on-ground activations and other Blackpink fan engagement activities across the region.

Blackpink’s spunky zest for life and strong engagement with its Gen Z and millennial audiences have made the K-pop girl group one of the biggest draws for brands eyeing expansion or cementing their popularity in Asia. It has penned deals with the likes of KBank, Kia, Samsung, Shopee, Adidas, Reebok and Malaysian private university INTI.

Besides these deals, the girls have also scored global endorsements with international luxury fashion: Lisa for Bulgari, Rose for Yves Saint Laurent, Jisoo for Dior and Jennie for Chanel.