Dr. Pepper (Brand) Official Launch to South Korea

Background

Previously K-POP group 2NE1--> turned Rapper CL is a well-known enthusiast of Dr. Pepper. In 2015, she released the song Doctor Pepper, along with Diplo & other famous artists, and has since shown her love by performing it at various concerts around the world. Recently, she created a swag-filled stage by performing Doctor Pepper at Korea's MBC Water Bomb Seoul 2022 Summer Festival with Sprite.

The 3-month campaign opportunity began on Twitter, with fans retweeting a video of themselves singing CL’s Doctor Pepper at the Water Bomb with Sprite festival. The interplay between the CL and Coca-Cola Korea’s official Twitter account became a hot topic amongst fans and was even reported in new media outlets like WikiTree.

Project Details

Coca-Cola Korea commissioned a dynamic 6-second commercial for promotion across the brand's website, social media platforms, including K-Pop star CL's Twitter and Instagram. The objective was to captivate soda enthusiasts in Seoul, South Korea, through OOH advertising, while also leveraging the global appeal of CL's infuence, particularly targeting Southeast Asian audiences. Collaboration with CL's self-managed label, Very Cherry, was integral, though the use of the popular Dr. Pepper song was hindered by licensing constraints from CL's previous contract with YG Entertainment. Crucial elements such as hair and makeup, campaign theme, and branding strategy were coordinated between the Content Planning Team and Coca-Cola Korea, achieving the entire process from request to photoshoot in under two months, demonstrating agile and efficient project management and content planning.