- Coca-Cola has dropped its second Creations product for 2024, K-Wave Zero Sugar, inspired by the popularity of K-Pop. It will be available in select markets around the world including, the United States, Spain, Singapore and South Korea.
- The new, limited-edition flavor celebrates K-Pop fans and their devotion to their favorite artists, and its marketing will provide opportunities for these fans to engage with these artists in both the digital and physical world.
- Among those tactics will be a new song, “Like Magic,” featuring three K-Pop groups – Stray Kids, ITZY and NMIXX – and J.Y. Park, founder of JYP Entertainment.
There is no denying the power of K-Pop these days, and Coca-Cola’s Creations program is well-suited to capture the enthusiasm of the genre’s fans.
“We are excited to celebrate one of the most passionate fan communities in the world and create new experiences that we hope will bring Coca-Cola magic to fans across the globe,” said Oana Vlad, senior director of global strategy at The Coca-Cola Company, in a release. “In the Coke Creations spirit, the experience starts with an amazing Coca-Cola Zero Sugar taste accompanied by a dash of fruity K-Pop magic. The beverage then unlocks other experiences like the AI-powered journey for fans to customize a music video as well as the unique collaboration with JYP Entertainment and three beloved K-Pop groups.”
In addition to the K-Pop supergroup song and video, the brand has launched a “Like Magic” Fan Music Video AI Experience, which will enable fans to immerse themselves into the vibrant world of a K-Pop music video through the magic of AI.
The brand will also host a K-Wave concert that will feature JYP Entertainment artists, including Stray Kids, ITZY and NMIXX, as well as other undisclosed acts. In addition, Private Policy will create a line of K-Wave Zero Sugar-inspired apparel and accessories, including t-shirts, hoodies, dresses, hats, jewelry and belts.
Coca-Cola’s Creations program has been a way for the company to develop new limited-edition flavors to tap into fans’ passions and generate excitement for the brand. Earlier this month, the brand ran a special-edition “Happy Tears Zero Sugar” line in honor of Random Acts of Kindness Day (Feb. 17). Other iterations have included a space-inspired drink, “Starlight,” and one celebrating the power of AI, “Y-3000.”
