The Economics of Coca-Cola's Models... Enthralled by the Message Delivered by BTS and Park Bo-gum

Coca-Cola, New Year Campaign Model 'Park Bo-gum'... Together Since 2017
Spreading the Beautiful and Shining Value of Small but Precious Happiness in Daily Life
Last Year with BTS... Sending Messages of Support and Encouragement

[Asia Economy Reporter Lee Seon-ae] The global brand 'Coca-Cola,' loved by people worldwide, is focusing its marketing efforts in the Korean market by selecting models for each product to convey messages. The emphasis is on invisible values, concentrating on brand campaigns.

According to industry sources on the 26th, Coca-Cola has selected actor Park Bo-gum and Red Velvet's Seulgi as advertising models this year. Park Bo-gum has been active as a Coca-Cola model for four consecutive years since the 2017 'Pull and Get Closer!' campaign. The sole reason Coca-Cola continues to collaborate with Park Bo-gum is that the messages conveyed through him are precise and positively align with the Coca-Cola brand image.

Park Bo-gum is known as an icon of gratitude. He is famous for repeatedly expressing thanks during broadcasts and interviews. He has consistently shown his caring side by attentively looking after family, friends, and staff, generously conveying his feelings, embodying the 'icon of gratitude.' He continues the 'Park Bo-gum syndrome,' coining new terms such as 'Bogum Magic,' 'God Bogum,' and 'Ending Fairy.'

This year, Coca-Cola, together with Park Bo-gum, is delivering images of sharing moments with loved ones through beautiful smiles and warm hearts. Seulgi, despite her chic appearance, is affectionately called 'Gom Seulgi' among fans for her pure charm and is loved for her positive energy and passionate demeanor, adding synergy to the messages conveyed by Park Bo-gum.

Coca-Cola is running the New Year campaign 'Little Big Moments' with Park Bo-gum and Seulgi this year, aiming to highlight that the small but precious happiness encountered daily in everyday life is a beautiful and shining value, and to deliver messages of support and encouragement.

A Coca-Cola representative said, "We selected Park Bo-gum, who has been active as a model since 2017 with a bright image, and Seulgi, who is loved for her unique positive energy, because their images align well with Coca-Cola's 2020 New Year campaign. Through this campaign with Park Bo-gum and Seulgi, we hope consumers discover their own small but meaningful happiness in their repetitive daily lives."

Previously, Coca-Cola also gained love through its model collaboration with the global group BTS (Bangtan Sonyeondan). In January last year, Coca-Cola released a special edition with BTS featuring thrilling messages of support and hope, attracting industry attention.

This package was the fifth storytelling package released as part of the 'Share a Coke' campaign, which has been ongoing since 2014, following the 'Nickname X Message Package,' '12 Zodiac Animal Character Package,' 'Emoticon Edition Package,' and 'Kakao Friends Package.'

Coca-Cola signed a model contract with BTS to deliver a thrilling message of encouragement to consumers who have lived diligently, affirming that their current selves are dazzling enough. Using the titles of BTS's songs, which inspire hope and courage to young people worldwide through music, dance, dreams, and passion, the campaign aimed to help consumers start the year energetically with messages of encouragement and support.

Each package featured a red background symbolizing Coca-Cola, with stylish and modern illustrations of the seven BTS members, enhancing collectible value. Notably, the product labels included encouraging messages using BTS's hit song titles such as 'Your Spring Day is Today,' 'This Year, Burn It Up,' 'You Really Rock,' 'You're My IDOL,' 'Go Rather Than Worry,' 'Run Like Yourself,' and 'If It's You, I'm Fine,' drawing attention.