Coca-Cola teams up NewJeans to refresh denim in pop-up laundromat experience

Coca-Cola and South Korean girl group NewJeans are turning an ordinary laundromat to an epic pop-culture playground.

The immersive activation, created in partnership with WPP OpenX, led by Ogilvy Singapore, sees the "So fresh so clean" laundromat turn into an experience where visitors can upcycle their old jeans into brand new jeans with exclusive NewJeans RFID patches. 

The RFID patches unlock personalised messages from members of the girl group and can be obtained by purchasing six Coca-Cola bottles at the activation, or by providing six Coca-Cola bottle caps. 

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In addition, the activation brings NewJeans virtually to the laundromat with interactive videos to celebrate fans' refreshed jeans. A photo booth is also available for visitors to capture their fashion transformations. 

"So fresh so clean" will be held at Metropolitan Dobi Express in Kuala Lumpur from 12 to 15 March 2025.

Accompanying the activation is a short film featuring the various members of NewJeans. The film starts with a girl skateboarding to a "So fresh so clean" laundromat. When she enters the store and walks straight to the cashier, members of NewJeans are seen eyeing her. The girl places her jeans on the counter, and an excited Hanni, identified as 'the cashier' takes out a bottle of coke and chugs it down. 

Members Danielle, Haerin, Hyein and Minji are later revealed with their roles as 'the washer', 'the dryer', 'the patcher' and 'the folder' respectively. The film ends with viewers taking on the perspective of the customer, who later grabs her refreshed new jeans and a bottle of coke. 

“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?" said Nikhil Panjwani, regional ECD at Ogilvy Singapore. 

NewJeans have been hot on the K-pop and collaboration radar in recent years. Last year, the girl group became the global brand ambassador for Indomie, entered the world of gaming with PUBG and held a concert at a Nike Orchard Store in Singapore to celebrate the launch of a limited-edition collection. 

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