BTS member V, also known as Kim Taehyung, has been officially announced as the new global ambassador for Coca-Cola and Coca-Cola Zero. The partnership marks his first major solo campaign after completing military service, replacing HYBE labelmates NewJeans (NJZ) as the face of the brand.
V’s Coca-Cola Campaign and Fan Reactions
The campaign, titled “Best Coke Ever,” highlights V’s role in promoting Coca-Cola Zero through TV ads, billboards, and digital content. Fans noticed subtle hints before the official announcement, including V’s past interactions with the brand.
“I’m really happy to team up with a brand I’ve always loved,” V said in an interview with Eyes Magazine. “Through the Best Coke Ever campaign, I’m excited to share the refreshing thrill of Coca-Cola Zero in a whole new way.”
Social media exploded with excitement, with fans calling the collaboration a “perfect match” due to V’s global influence and Coca-Cola’s iconic status. Some fans even recalled Coca-Cola showing interest in V as early as 2015.
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Controversy Over Coca-Cola’s Political Ties
Despite the excitement, the partnership faced backlash due to Coca-Cola’s inclusion in the BDS (Boycott, Divest, Sanctions) movement, which targets brands allegedly supporting Israel. Critics accused the company of operating in Israeli settlements, leading to calls for V to drop the endorsement.
“Coca-Cola has been operating on the stolen land of Palestinians, some of whom are your ARMYs,” tweeted a fan. “Please educate yourself and stand with humanity.”
Coca-Cola Korea, managed by LG Household & Health Care, clarified that it operates independently from the global parent company. The brand denied funding any political causes, stating:
“The Coca-Cola Company does not support any country, government, or political belief. Claims about income being transferred to Israel are false.”
V’s Marketing Success and Past Endorsements
This isn’t V’s first major brand deal. His previous campaign with Compose Coffee led to sold-out merchandise, proving his strong influence in South Korea. Fans expect a similar impact with Coca-Cola, with hopes for limited-edition cans or collectible bottles featuring his image.
“Taehyung’s face will be everywhere—from convenience stores to billboards. This is huge!” a fan tweeted.
What’s Next for V and BTS?
With his military service completed, V is expected to focus on solo projects before BTS reunites in 2026. The Coca-Cola campaign is just the beginning, as he hinted at more announcements in August.
Also read: BTS V Shows Heartfelt Support by Visiting Former Military Comrade After Discharge
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