Mogu Mogu introduces K-Pop partnership under major campaign

Mogu Mogu, the viral drinks brand renowned for its unique and delicious nata de coco beverages, has unveiled a major global 12-month partnership with global K-Pop sensation Seventeen as it launches a jam-packed summer of marketing activity, including a special promotion with every bottle and a major nationwide OOH campaign.

Seventeen has signed up to work with the viral soft drinks brand until April 2025, joining a select group of high-profile brand ambassadors. Most recently, this also includes Team GB breaker Kid Karam, current UK BBoy Solo Champion and European Silver Medallist, who shot to fame in the lead-up to Breaking’s Olympic debut.

The Seventeen tie-up comes off the back of record-breaking performances for both the band and the brand, with the former having just made history as the first K-Pop act to take to the Pyramid stage at Glastonbury and Mogu Mogu becoming the fastest-growing soft drinks brand of 20231.

To amplify the partnership, special packs of Mogu Mogu will roll out across three of its most popular flavours in six packs – Lychee, Mango and Strawberry – spotlighting the band. Each box will also contain a set of collectible photocards of the band members to encourage shoppers to collect them all, aiming to send demand through the roof.

“The natural alignment between Seventeen and Mogu Mogu makes this a perfect, authentic partnership. Both are fun, fresh and have a viral appeal that’s helped them reach record popularity in no time,” says Ash Chadha – Sales & Marketing Director at ASCO Foods. “Since launching in the UK, we’ve successfully built a growing, passionate fanbase through social media and strategic partnerships which have sent us soaring into triple-digit growth (+216%)2.

“Now, we’re taking this a step further by teaming up with this global K-pop phenomenon. The band’s similarly strong appeal and buzz is something we’re confident will amplify our rising fame and entice a younger generation of shoppers to the soft drinks fixture.”

The partnership forms part of a huge marketing investment as the brand is rolling out a major nationwide OOH campaign. With ads celebrating Mogu Mogu’s ‘Sip, Chew, Feel’ experience across more than 1,000 locations including bus stops, digital screens, supermarkets, major shopping malls like Westfield London, Mogu Mogu is making sure its fun, refreshing and uniquely chewy drinks are unmissable during the crucial summer sales period.

Mogu Mogu is also launching a code under cap promotion across each of its bottles/formats, helping retailers tap into shoppers’ ever-keen eye for promotions. Running until April 2025, shoppers will be able to register their unique codes over on mogumogu.com/campaign and redeem a selection of prizes, including discount codes and vouchers for Mogu Mogu UK distributor ASCO Foods, popular high street retailers, food delivery companies, plus cinema trips and hotel stays. The more points collected, the higher the prize value, with the Top 30-50 collectors each month receiving a gift card worth £30-50, encouraging repeat purchase.

“Shoppers are still feeling the pinch of high living costs, which means offering great value has never been more important,” continues Chadha. “Our latest code under cap promotion does exactly that, offering shoppers a great range of highly appealing prizes that will help keep everyday costs down.

“This, coupled with our biggest out of home campaign yet – which launched on the hottest day of the year – will help us welcome a new cohort of thirsty shoppers looking to cool off with something that’s as exciting and distinctly different as it is refreshing, all whilst rewarding our existing ever-growing fanbase.”

Mogu Mogu (RRP: £1.20) is available in individual 320ml bottles and 6 x 320ml packs in the convenience and wholesale channels.