Coca-Cola, which previously featured “global super rookie” NewJeans as the face of its brand, has released a new commercial titled “Coke TIME” starring NMIXX’s leader Haewon and travel creator Pani Bottle.
In response to this change, some have cautiously speculated, “Did the model change because of the NewJeans controversy?”
On April 14, Coca-Cola introduced the new ad ‘Coke TIME,’ depicting moments when young people need a refreshing break in their daily lives, recharging their energy with the exhilarating taste of Coca-Cola. The commercial began airing today across various platforms, including TV, Coca-Cola’s official YouTube channel, and Instagram channels.
In the ad featuring Haewon, she is shown struggling during intense dance practice, missing a move. At that moment, the narration says, “Tough choreography? Now’s the time! Coke TIME. Start again with Coca-Cola,” as the scene transitions to Haewon enjoying a refreshing Coca-Cola.
Popular travel creator Pani Bottle humorously portrays a scene where he is haggling persistently with a vendor during a trip, then regains the joy of travel through a thrilling Coke TIME moment.
NewJeans, who served as Coca-Cola’s model, declared the termination of their exclusive contract with their agency ADOR last October. However, the court recently accepted an injunction filed by ADOR, effectively limiting NewJeans’ independent activities.
As a result, NewJeans has effectively halted all activities since March 24, drawing attention to the change in Coca-Cola’s choice of models.
Regarding the speculation, a Coca-Cola spokesperson told Insight, “NewJeans remains Coca-Cola’s global ambassador. The TV commercial featuring Haewon and Pani Bottle is part of various domestic campaigns Coca-Cola is conducting in Korea.”
They added, “In Korea, we’ve collaborated with various figures, including Ryu Seung Ryong and Edward Lee. This ad is merely one of our domestic-targeted campaigns and is separate from our global model, NewJeans.”
Nonetheless, many online have pointed out the “suspicious timing,” suggesting that doubts surrounding a potential model change may persist for a while despite the clarification. These netizens continued to speculate:
“Coca-Cola knows that this isn’t reversible.”
“I think NewJeans is in a very bad position. I feel like a lawsuit for damages will start once their contracts expire. I really don’t get the girls.”
“There’s no reason for the brand to continue using a group with a bad image.”
“I think Haewon does fit this Coca-Cola ad image.”
“What’s going to happen to NewJeans?”
“The brand model is important.”
“Coca-Cola clarified that NewJeans is still the global ambassador and Haewon is only for the Korea campaign.”
“I didn’t think NewJeans got fired, but people shouldn’t badmouth Haewon for this.”
“Coca-Cola doesn’t really need NewJeans to promote the brand. It’s such a global brand, people would still drink their soda without NewJeans.”
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