In early 2021, global soft-drink brand Pepsi partnered with K-pop supergroup BLACKPINK—including member Rosé—as part of its “Go All In For What You Love” marketing campaign across the Asia-Pacific (APAC) region, appointing the group as Pepsi’s newest brand ambassadors to connect with Gen Z and younger consumers through themes of passion, boldness, and resilience. The collaboration featured the members, Rosé included, in high-energy commercials and social media content, as well as on limited-edition Pepsi product packaging available at select retailers like 7-Eleven, with each can or bottle showcasing the members’ imagery and vibrant designs aimed at fans and collectors. The campaign leveraged a 360-degree media strategy, blending ads, social engagement, and exclusive merchandise to amplify Pepsi’s youthful brand identity while tapping into BLACKPINK’s immense regional influence.
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