Indomie nabs K-pop group NewJeans as new global brand ambassadors

Instant noodle brand Indomie has appointed K-pop group NewJeans as its new global brand ambassador to lead its latest international campaign, "Oh my good! It’s Indomie."

Known for appealing to Gen-Z audiences, NewJeans will feature prominently in this initiative designed to resonate with young consumers through music and style, it said in a statement. 

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"We are delighted to have NewJeans as the Global Brand Ambassador for Indomie. We are excited to be the first Southeast Asian brand to collaborate with them. NewJeans' music and personality, which resonate not only with K-pop fans but also the broader audience, align perfectly with Indomie's fun, energetic, and uplifting character," said Axton Salim, Director of PT Indofood CBP Sukses Makmur Tbk. "This is a major step for Indomie to expand our global market and stay relevant with the dynamic young generation."

"This campaign is marked by the launch of a new Indomie TV commercial worldwide and this excitement will also be extended to various activities in many countries where everyone can experience the excitement of 'Oh my good! It’s Indomie' campaign,” added Elly Betty, deputy head of international division at ICBP.

The collaboration with NewJeans will be marked by several promotional events starting on 8 November 2024, beginning with a video greeting from NewJeans members—Minji, Hanni, Danielle, Haerin, and Hyein.

The campaign will also employ LED billboard advertising in strategic locations such as Bugis Street, Chinatown Point, and Orchard Gateway in Singapore.

Consumers are encouraged to participate in the campaign through social media platforms such as YouTube, Instagram, and Facebook by following the hashtag #OhMyGoodItsIndomie for updates and further information on upcoming events.

This comes shortly after luxury brand Gucci picked K-pop star, Hanni from NewJeans, to lead their new global campaign for the Horsebit 1955.

NewJeans took to their official Instagram page to announce the new campaign alongside a campaign photo of Hanni striking an elegant pose with the Horsebit 1955 earlier this year. 

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