K-Pop's global phenomenon inspired Coca-Cola® Creations to launch Coca-Cola® K-Wave Zero Sugar. This flavor celebrates the K-Pop community through a groundbreaking music collaboration with top-tier K-Pop idols: Stray Kids, ITZY, and NMIXX, and J.Y. Park. The brief was to bring a limited-edition flavor to life through dynamic music collaborations, offering innovative ways for K-Pop fans to immerse themselves in the electrifying world of their favorite genre. Each sip of Coca-Cola® K-Wave Zero Sugar evokes the excitement of becoming a K-Pop fan, blending the beloved Coca-Cola® flavor with fruity K-Pop magic. Through initiatives like the "Like Magic" Fan Music Video and Live K-Pop Fan Concert, Coca-Cola® K-Wave Zero Sugar was made to redefine fan engagement and elevate Coca-Cola® Creations as a leader in crafting unforgettable experiences. The objective: generate consumer interest, build awareness for Coca-Cola® Creations, and position the brand as a leader in creating new experiences for their fans.

The creative idea behind Coca-Cola® K-Wave Zero Sugar was to entice new audiences to experience the vibrancy of K-Pop and through a refreshing taste celebrating fans’ iconic passion for K-Pop. By introducing a flavor with experiences, Coca-Cola® K-Wave Zero Sugar aimed to attract both existing and new audiences leveraging a Coca-Cola® beverage in a unique way. The creative insight influenced the amplification of the brand message through Coca-Cola® Creations’ platform to elevate the passion of K-Pop fandom. Each Coca-Cola® Creation is defined by innovation, exploration, and imagination, utilizing the latest cultural touchpoints and emerging technologies, including immersive digital experiences like the "Like Magic" digital AI experience, launched to invite new fans to taste the magic of Coca-Cola® K-Wave Zero Sugar. This strategic approach expands Coca-Cola®'s reach to new audiences while reinforcing core values in innovation, exploration, and imagination while taking the iconic Coca-Cola® beverage and lending it to new expressions.

Recognizing the unrivaled dedication of K-Pop fans worldwide, Coca-Cola® capitalized on their passion by crafting a new limited-edition flavor, fan experiences, and campaign tailored to a new audience that may not have interacted with Coca-Cola® before. Through comprehensive analysis of media trends and user interactions on social media channels, Coca-Cola® identified the growing influence of K-Pop and its devoted fanbase. This insight informed the strategic decision to introduce Coca-Cola® K-Wave Zero Sugar, a flavor designed to celebrate the world of K-Pop music and fans. By partnering with top K-Pop idols and leveraging cutting-edge product innovations, Coca-Cola® not only launched a new product but also created a dynamic platform for fans to interact with their idols in unique ways. This proactive approach not only expands Coca-Cola's reach to a new audience but also solidifies its position as a brand that continuously evolves to meet the changing tastes and preferences of consumers.

The global launch of Coca-Cola Creations’ Coca-Cola K-Wave Zero Sugar garnered significant attention, hosting the largest-ever media event in South Korea with representatives from over 35 markets. It secured 1,781 placements and generated 3.47+ billion impressions in global earned media and secured headlines across 80+ North American and English-speaking outlets. Coverage around the new product was very positive, with 82% of coverage pieces speaking in-favor of the new flavor, music, collaborations, and experiences. Media described the media tour and launch as “an intuitive collaboration”, “an impressive production”, “surreal”, “phenomenal glory”, “a seemingly limitless commercial appeal”.