When Kopiko and K-Pop Get Married: Creative Brand Publicity through Drama Series and Beyond

Deni Yusdiaana; Muhammad Firrizqi  Alchoiri; Haifa Firyal Iswanto

doi:10.36782/jobmark.v7i2.403

Penulis

Deni Yusdiaana Kereta Cepat Indonesia China
Muhammad Firrizqi Alchoiri Kementerian Pendidikan, Kebudayaan, Riset dan Teknologi
Haifa Firyal Iswanto Institut Teknologi Sains Bandung (ITSB)

DOI:

https://doi.org/10.36782/jobmark.v7i2.403

Kata Kunci:

Brand Placement, Branded Pop, Branded Content, Branded Entertainment, Brand Publicity

Abstrak

Brand and product placement, an increasingly popular marketing strategy, has been masterfully executed by Kopiko, an Indonesian coffee candy brand. This article analyzes how Kopiko successfully implemented a Creative Brand Publicity (CBP) strategy through product placement in the Korean drama Vincenzo. With a descriptive-qualitative approach and case study method, this study found how Kopiko leveraged the drama's popularity to increase brand awareness and expand its reach to international markets. Data was collected through in-depth document searches of news, articles, Kopiko marketing materials, and related social media content. Additionally, digital documentation in the form of screenshots of scenes featuring Kopiko products in the drama was also analyzed. Kopiko seamlessly integrated its product into Vicenzo's storyline, creating compelling brand exposure without disrupting the viewing experience. This strategy has not only increased Kopiko brand awareness and drove sales, especially in international markets, but also serves as a testament to the success of innovative brand marketing strategies seeking to expand market reach and strengthen brand image.

Unduhan

Data unduhan belum tersedia.

Biografi Penulis

Deni Yusdiaana, Kereta Cepat Indonesia China

Head of General Affairs and Researcher

Muhammad Firrizqi Alchoiri, Kementerian Pendidikan, Kebudayaan, Riset dan Teknologi

Researcher

Haifa Firyal Iswanto, Institut Teknologi Sains Bandung (ITSB)

Marketing Staff and Researcher

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