Soft drinks brand Mogu Mogu has unveiled a 12-month global partnership with K-pop band Seventeen, including an on-pack promotion and nationwide out-of-home campaign.

The partnership will see the launch of special six-packs of Mogu Mogu’s Lychee, Mango and Strawberry varieties featuring the band.

Each pack will also contain a set of collectible photocards of the band’s members, encouraging shoppers to collect them all and driving demand.

The partnership between Mogu Mogu and Seventeen comes as the brand became the fastest-growing soft drink of 2023, according to Nielsen figures, while Seventeen became the first K-pop group to play the Pyramid Stage at Glastonbury Festival this year.

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“The natural alignment between Seventeen and Mogu Mogu makes this a perfect, authentic partnership. Both are fun, fresh and have a viral appeal that’s helped them reach record popularity in no time,” said Ash Chadha, sales & marketing director at the brand’s UK distributor, Asco Foods. “Since launching in the UK, we’ve successfully built a growing, passionate fanbase through social media and strategic partnerships which have sent us soaring into triple-digit growth (+216%).”

Mogu Mogu is also launching a code-under-cap promotion across each of its bottles and formats. Shoppers can register their codes at mogumogu.com/campaign to redeem prizes including discount codes and vouchers for high street retailers, food delivery companies, cinema trips, hotel stays and vouchers for Asco Foods.

The promotion runs until April 2025. The top 30-50 collectors each month receive gift cards worth £30-£50, also encouraging repeat purchase.

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