Singapore – Coca-Cola and popular K-pop girl group NewJeans–also known as NJZ–have collaborated in turning an ordinary laundromat in Malaysia into an epic pop-culture playground from March 12-15, 2025. Said activation is done in partnership with WPP Open X, led by Ogilvy Singapore.
Riddled with easter eggs only OG ‘bunnies’ of the K-Pop ensemble will spot, the ‘So Fresh So Clean’ laundromat is a pop-up experience where you can upcycle your old jeans into brand new NewJeans with exclusive RFID patches that unlock personalised messages from NewJeans.
In order to participate in the activation, fans must bring their old jeans to the Metropolitan Dobi Express in Kuala Lumpur. From there, fans can get limited-edition Coke x NewJeans patches by showing up with six Coca-Cola bottle caps or they can buy six bottles on-site. Fans are also encouraged to snap a picture in the funky photo booth to flex their refreshed style.
Moreover, the activation also brings NewJeans virtually to the laundromat. Fans can engage with the interactive videos on-site. Furthermore, RFID Patches allow fans to scan the patches using an NFC-compatible device to unlock exclusive NewJeans videos, offering a new and refreshing way to engage with the band.
Nikhil Panjwani, regional ECD at Ogilvy Singapore, sums it up, “This campaign from Coke lives at the intersection of fandom, Y2K fashion, collectible tech and a good ol’ pun. Who knew doing laundry could be so uplifting?”
NewJeans are no stranger to collaborations with Coca-Cola. In April 2023, they released the single ‘Zero’ as part of the soft drink’s campaign in South Korea for the Coca-Cola Zero Sugar. They have also participated in the popular ‘Coke Studio’ music initiative to boost fan engagement.
