Using a musical artist or group to advertise something is not new, even in K-Pop. Many idols represent local brands and major international fashion forces, like BLACKPINK‘s Jennie and her relationships with Chanel, Calvin Klein, and Gentle Monster.
Idols even advertise drinks and food, like BTS once did with BBQ Chicken.
It seems like a grocery store in Europe has done the reverse — instead of finding idols to promote the store, they created a K-Pop group for their advertisement!
Kaufland is a German grocery store chain with over 1,500 stores in Germany, the Czech Republic, Slovakia, Poland, Romania, Bulgaria, Croatia, and Moldova. It is part of the same retail group that owns Lidl, a discount store that can also be found in the United States.
The grocery store’s locations in Bulgaria seem to be the most active, frequently sharing content online. Its most recent content has caught the attention of K-Pop fans worldwide by introducing its own K-Pop group!
When visiting the Kaufland website, a special K-Pop section explains the reason for the group’s creation. Kaufland offers its own store brands marked with the store’s K-shaped logo, making the K-Pop connection.
The page also features profiles of each group member, assigning each a K-Pop-inspired position.
The special promotion has a two-minute song and music video featuring the group. And, honestly, it is a banger.
If you enjoy the group’s song, there are chances to see them IRL — Kaufland is planning a four-city tour in July at different locations in the country.
This is undoubtedly an exciting way to attract attention, even just for a grocery store line!
source https://www.koreaboo.com/stories/european-grocery-store-makes-kpop-group-sound-good-kaufland/
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