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The decision of the brand is a good reference of what is coming in the market and the capacity it has to create trends of merchandising.
McDonald’s is one of the most valuable fast food brands, according to a study by Kantar.
The opportunity to turn creative alliances into business is part of the commitment of retail brands to generate sales with popular names turned into products.
McDonald’s enter the market of kpop and it is an interesting reference to how important the merchandising through special collaborations, which have been found in these events, as an increasingly interesting commitment to communicate with the consumer.
To achieve this communication, one aspect that we cannot ignore is the way in which the brands have been consolidated before increasingly valuable references, especially at a time when they are becoming an example of how to achieve unique sales.
When it was carried out “Top 150 Global Licensors”HE discovered in this document that The Walt Disney Company was the most valuable brand in terms of sales achieved in retail for licenses, adding in 2021, the year in which the study was carried out, 56 billion dollars; followed by Dotdash Meredithwith income of 35 thousand 900 million dollars.
“Among the leading organizations for licensed merchandise worldwide in 2021, the Walt Disney Company was ranked number one, with global retail sales of $56.2 billion. Next in line was Dotdash Meredith (formerly Meredith Corporation), with global licensed merchandise sales of $35.9 billion that year,” explained Julia Faria, a Statista specialist and presenter of the previous study that was offered exclusively to platform subscribers.
the value of kpop
Songs like “hype Boy” or Attention, They led to NewJeans to become an example of what is to come in the market and reminds us of how valuable collaboration has become for the merchandising and the halo effect, as recently announced with McDonald’s. The halo effect, remember, is a principle in marketing which explains why brands associate with celebrities and it is to take advantage of their positive values with which they are perceived.
This new collaboration with a Korean group, which is now only made up of women, is an interesting precedent of how brands are consolidating important consumer benchmarks.
An important element to consider in this collaboration has to do with the way the brand prepares the collaboration with a fried chicken burger and a packaging special.
This is not the first time that a brand collaborates with a concept related to kpop, in fact, in Mexico they have been inspired to launch product names based on this trend.
“With El Chiste es Bombear we wanted to reach generation Z; they face constant changes and we want our brand to accompany them at all times, to lighten their day while they have fun”, commented Maria Fernanda Villalpando, Marketing Manager of bubbaloo in Mondelēz Mexico, when they presented, among other varieties of chewing gum, the BUbbaloo Pi-K Pop.
These actions allow us to observe a commonality and it is the ability to generate sales through collaborations, where licenses or public figures must have all the accessibility to carry out impactful content.
