Hello, this is Korea advertising.
Recently, the global beverage brand Coca-Cola launched the "I FEEL COKE" campaign in collaboration with the popular K-pop group New Jeans. The advertisement focuses on providing consumers with a different sensory experience by harmoniously combining the classic brand image of Coca-Cola with the fresh and youthful sensibility of New Jeans.
1. Advertising Overview and Concept
The "I FEEL COKE" campaign is a modern reinterpretation of Coca-Cola's famous advertising campaign "I FEEL COKE" in the 1980s. Newzeans delivers the brand's core message through its unique trendy style and sensuous performance, and this advertisement emphasizes the thrilling joy and free feeling of drinking Coca-Cola.
The commercial video consists of scenes in which the Newzeans members express their happiness by freely dancing with rhythmic music after drinking Coca-Cola. It focuses on delivering the message that Coca-Cola provides a sensual and energetic experience, not just a beverage.
2. Meaning of collaboration with Newzeans
Newzeans is a group representing 4th generation K-pop, and it is gaining huge popularity for its original concept that combines Y2K style and sophisticated sensibility in the 2000s. Coca-Cola tried to strengthen its contact with young consumers by utilizing the trendy image of Newzeans and global recognition. Newzeans' unique natural and refreshing charm matches Coca-Cola's brand values well, and their free style and musical sense stand out in advertisements.
In addition, since Newzeans has great influence in the global market, it is considered a strong partner to promote Coca-Cola's brand more effectively around the world.
3. Advertising music and visual production
The music in the advertisement for "I FEEL COKE" was centered on the sensuous vocals and addictive melodies of the Newzeans. In particular, the song used as the background music for the commercial maintains the tradition of the brand, including the iconic sound elements of Coca-Cola while maintaining the individuality of the Newzeans.
In terms of visuals, the brand identity was emphasized by harmoniously utilizing Newzeans' style and Coca-Cola's signature colors (red and white). The costumes and backgrounds in the advertisement are designed to reflect the personality of Newzeans and not lose the symbolism of Coca-Cola.
4. Consumer Responses and Effects
The commercial for "I FEEL COKE" drew a lot of attention as soon as it was released, with a high number of views. In particular, it was well received among Newzeans' fandom and K-pop fans, and the songs that appeared in the commercial were also very popular.
On social media, content that imitates Newzeans' performance in advertisements or uses campaign hashtags (#IFEELCoke) spread rapidly, creating a natural viral effect. Through this, Coca-Cola succeeded in increasing its brand loyalty by strengthening its bond with young consumers.
5. Conclusions and brand influence
The "I FEEL COKE" campaign contributed to Coca-Cola's position as a brand that provides sensuous experiences and lifestyles beyond just beverage brands. Through collaboration with Newzeans, it delivered a strong brand message in the global market and became an opportunity to impress Coca-Cola's thrilling image once again to young consumers.
As such, Coca-Cola succeeded in harmoniously converging the classic and modern senses of the brand by actively utilizing the fresh sensibility and trendy image of Newzeans. This can be evaluated as an example of the possibility that K-pop and global brand collaboration will continue in the future.
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