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BTS’ big month is showing no signs of slowing down. Fresh off their first-ever Grammy nomination and a buzzed-about performance on the awards show, the pop supergroup has been announced as the new global brand ambassadors for home appliance brand, Coway.
The collaboration is part of a new partnership between Coway Co. and Big Hit Entertainment, two Korean brands teaming up to promote their respective rosters. As part of the partnership, BTS will appear in ads and videos for Coway’s line of products, which include top-rated air purifiers, water purifiers, and mattresses (Coway also makes a line of chic, well-reviewed bidets, though it’s less clear as to how BTS would promote that). The first official campaign images for the new partnership are expected to roll out later this month.
“2021 is a crucial year for Coway to expand our brand presence as the global leader of the environmental home appliance industry [and] we’re delighted to appoint BTS as our global ambassador,” says Coway head of marketing Mani Shim, in a release. “We’re ready to strengthen our global presence through exciting digital marketing projects that’ll reach a larger consumer base.”
Shim says the company’s goal is to tap into BTS’ immense following, to help Coway “expand its international presence, reach new consumers, and increase brand awareness.” And while the BTS Army isn’t exactly the demographic you would picture buying up HEPA air purifiers and bidets, Shim says that’s exactly the point. “Coway’s appointment of BTS, a group renowned for appealing to a diverse audience from all around the world, will help the company reach and appeal to a wider target,” the company says, further proving the power — and influence — of the group.
As part of the new partnership, Coway will feature other Big Hit artists in campaigns as well, including the label’s newest boy band, TXT (Tomorrow x Together). Expect that collaboration to be unveiled later this year.
BTS, meantime, is no stranger to collaborations, having recently launched a phone case and accessories collection with Casetify, and serving as long-time brand ambassadors for Samsung, with their own line of Galaxy smartphones and wireless earbuds.