• by Erik Oster , February 27, 2024

Last week, Coca-Cola released the latest flavor in its Coca-Cola Creations lineup, introducing Coca-Cola K-Wave Zero Sugar as a flavor celebrating the world of K-Pop and its fans. The new release rolled out across markets including the United States, Spain, Singapore, and South Korea, with a frozen variety available in select markets and U.S. fans able to purchase the Creations release online.

To promote the limited-edition flavor, Coca-Cola teamed up with K-Pop groups ITZY, NMIXX, and Stray Kids, along with JYP Entertainment founder, J.Y. Park, to create fan experiences spanning digital and physical locations. As part of the campaign, the artists teamed up for a “Like Magic” K-Pop anthem, along with a music video for the song produced by Park.

The campaign is also the latest example of how Coca-Cola is deploying creative AI in its marketing efforts. Its "Like Magic” fan music video AI experience allows K-Pop fans to share the screen with their favorite artists, embedding their face, name, and voice into various segments in a video that's sharable on social media.

"Immersing fans in the vibrant world of K-Pop, Coca-Cola K-Wave Zero Sugar is a celebration of shared passions from all over the world,"  Jung Hyun Kwon, category lead for Japan and Korea at The Coca-Cola Company, said in a statement.

The brand is also bringing the experience to life through a June 2 K-Wave concert featuringJYP Entertainment artists and other K-Pop stars -- including performances from Stray Kids, ITZY, NMIXX, and Stray Kids.There’s also an fashion extension in collaboration with fashion brand Private Policy, featuring accessories and apparel, including belts, dresses, hats, hoodies, jewelry, and T-shirts.