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France – On the penultimate day of Cannes Lions, a panel comprising Korean experts from music label Starship Entertainment, Publicis and Pepsico dived into the power of K-pop. Once a niche genre, K-pop has evolved into a global cultural movement spanning music, beauty, fashion and tech. 

The speakers unpacked how brands can tap into this hyper-engaged ecosystem without hijacking the space. Unlike traditional celebrity partnerships, K-pop idols are meticulously trained and positioned like brands which, according to Yun Heon Lee, general manager at PepsiCo Korea, means they are low-risk, high-loyalty ambassadors. 

Lee highlighted how the key lies in growing together by talking about PepsiCo’s relationship with K-pop girl band Ive. ‘Our collaboration started before their debut. We even participated in their audition process. That reflects our belief in long‑term partnerships that build brand loyalty.’ To Lee, these artists are evolving into mega‑IP figures, giving brands a strong connection to fans and consumers. ‘These artists influence how Gen Z and Gen Alpha think and express themselves. If you want your brand to inspire deep loyalty, K‑pop is the smartest way to connect.’

Earlier in the day, Chris Charles, executive creative director at 21Grams, suggested all advertisers should consider laughter as a KPI. Comedy was also the core of Unilever’s presentation, Who’s Laughing Now? Axe’s Strategic Journey to Reclaim Relevance. Axe (Lynx in some markets) lost cultural relevance among its core demographic of young men. This resulted in a loss of brand talkability and engagement. 

After conducting global ethnographic research, the brand realised Gen Z value emotional connection over physical attraction while young women see fragrance as a way for men to show they have made an effort. This insight led to a brand reset under the platform The Power of Fragrance, bringing clarity and boldness back to Axe’s identity. Humour became the north star. ‘We became afraid of getting it wrong. But the truth is, we just forgot how to laugh at ourselves,’ said Caroline Gregory, global brand director at Unilever.

The Catnip embraced absurdity and turned a dating insight – 60% of cat owners wouldn’t date someone their cat didn’t like as per Censuswide – into a fragrance irresistible to cats, while Lower Body addressed a need from consumers for intimate fragrance with a gentler zero-alcohol formula, promoted using satirical 10-second social content.