Coca-Cola Follows Stray Kids and Itzy Deep Into K-Pop Culture

The latest Creations campaign seeks music and fashion credibility from partners including NMIXX and producer JYP

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K-pop groups Stray Kids and Itzy can bring Coca-Cola deeper into South Korean music fandom and its young global audiences, but maintaining those connection requires immersing the brand in the culture behind the pop.

Coca-Cola’s Creations platform has linked the brand with musicians including Ava Max, Rosalia, Marshmello and the Jonas Brothers, designers including Pac Sun and Staple, and tech brands like League of Legends. Since 2022, it’s used the full breadth of pop culture to promote its Coke Studio music projects with flavors like Starlight, Dreamworld, Soul Blast, Move, Ultimate and Y3000 that are based on original Coca-Cola but guided by the campaign’s vibe.




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