Coke Studio released a video with NewJeans on Tuesday, recapturing the magic of the brand's recent successful collaboration with the superstar K-pop group.
The spot features behind-the-scenes footage from the Coke Studio Session recording of NewJeans' latest hit single, "How Sweet," as well as the first international performance of the song at an exclusive fan event in Tokyo.
Debuting last month, the song is the girl group's second official collaboration track with Coca-Cola following the release of 'Zero' last year.
The behind-the-scenes video highlights what fans in Tokyo experienced at the Spotify-powered event, which included exclusive merch giveaways, a photo booth, snacks, and a private NewJeans performance.
Interspersed between event clips were scenes from the shooting of the group's performance video in Seoul, which featured the girls singing, dancing, and having fun.
This is the second major campaign to feature the "How Sweet" track, with it being used earlier this month for the group's collab with video game PUBG.
The song itself is a major success, with the music video garnering 21 million views on YouTube and 56 million listens on Spotify just a month after its release.
This contributes greatly to the success of the brand partnership, the main goal of which is to elevate brand visibility.
While NewJeans benefits greatly from being associated with and trusted by a global brand like Coca-Cola, the latter reaps the rewards of building a relationship with the latter's fans, diversifying its market reach and enhancing its image.
Only when both sides benefit will a brand collaboration be successful, no matter how big the names involved are.
Another Bubbly Hit
Coke Studio's list of massive collaborations with A-list artists has only grown since it first launched in Brazil in 2007.
The self-described "disruptive global music platform" launched gradually in different countries following the massive success of Coke Studio Pakistan, a local TV program that has been running since 2008.
The initiative's first foray into South Korea proved to be a moderate success with the release of the live performance video of "A Kind Of Magic" by K-pop group TRI.BE.
After a few more releases with the group, Coke Studio followed up by capturing lightning in a bottle in its first collaboration with NewJeans, who was hot off the release of their debut EP.
With the release of a supplementary NewJeans video, Coke Studio keeps "How Sweet" fresh and relevant, providing more content to engage with fans and drawing in those who are not familiar with the collab.
Meanwhile, NewJeans continues its string of collaborations with major brands like Powerpuff Girls and Apple with its latest single "Supernatural," a collaboration with Japanese artist Takashi Murakami.
Currently, Coke Studio actively works with different artists from over 15 different countries, including South Africa, Colombia, Egypt, the Philippines, India, Bangladesh, Turkey, China, Canada, the U.S., and the U.K.
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Editing by Katherine 'Makkie' Maclang
