Coca-Cola ×
NewJeans
Celebrity endorsement architecture connecting Coca-Cola with NewJeans across Gen-Z markets in ASEAN — driving brand recall and commercial conversion at scale.
Coca-Cola faced declining relevance among Gen-Z consumers in ASEAN — a demographic that increasingly rejects traditional advertising in favour of cultural participation and peer-driven discovery.
Younger consumers in ASEAN tune out paid media at a disproportionate rate compared to older demographics.
Legacy beverage brands struggle to feel relevant inside the cultural spaces Gen-Z actually inhabits.
Without cultural relevance, category share migrates to brands that move faster inside fandom-driven communities.
Coca-Cola faced declining relevance among Gen-Z consumers in ASEAN — a demographic that increasingly rejects traditional advertising in favour of cultural participation and peer-driven discovery.
Younger consumers in ASEAN tune out paid media at a disproportionate rate compared to older demographics.
Legacy beverage brands struggle to feel relevant inside the cultural spaces Gen-Z actually inhabits.
Without cultural relevance, category share migrates to brands that move faster inside fandom-driven communities.
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WENOTIFT architects cultural commerce systems for global brands across ASEAN, APAC and GCC.