Coca-Cola: Music KPOP craze enabled by Grivy

Beverage brand Coca-Cola tapped into the K-pop music craze with its Coke Music campaign in Indonesia.

Campaign details

Brand: The Coca-Cola CompanyAgency: WPP OpenXRegion: APAC

Strategy

Objective

The campaign strategically targeted the massive KPOP fanbase and music lovers in general, tapping into their passion for music and leveraging their break moments to drive brand trials and affinity. By combining online and offline channels and integrating a raffle mechanism for music-related rewards, the campaign incentivized consumers to participate and generated excitement around the brand.

Our strategic objective was to boost brand consumption and increase market share by associating consumers' brand perception with the KPOP craze and music as the passion point. We...

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