Ugh, laundry day. An hour or so at your local laundromat is not the experience you are craving.
…unless you are in Malaysia.
Coca-Cola and Korean girl group, NewJeans, are turning the mundane experience of doing laundry into a magical experience. In a partnership with the WPP OpenX team, led by Ogilvy Singapore, they’re converting an ordinary laundromat in Malaysia into an epic pop-culture playground from March 12-15, 2025.
Riddled with easter eggs only OG bunnies of the K-Pop ensemble will spot, the So Fresh So Clean laundromat is a pop-up experience where you can upcycle your old jeans into brand new NewJeans with exclusive RFID patches that unlock personalised messages from NewsJeans.
How it works:
- Bring your old jeans to Metropolitan Dobi Express in Kuala Lumpur.
- Get limited-edition Coke x NewJeans patches by showing up with six Coca-Cola bottle caps (or buy six bottles on-site).
- Snap a pic in the funky photo booth to flex your refreshed style.
The partners are also bringing NewJeans virtually to the laundromat. Interactive videos make it seem like the band is right there, refreshing visitors’ denim beside them.
Furthermore, RFID Patches allow fans to scan the patches using an NFC-compatible device to unlock exclusive NewJeans videos, offering a new and refreshing way to engage with the band.
Nikhil Panjwani, Regional ECD at Ogilvy Singapore, stated, “This campaign from Coke lives at the intersection of fandom, Y2K fashion, collectible tech and a good ol’ pun. Who knew doing laundry could be so uplifting?”
Credits:
The Coca-Cola Company
TeeJae Sonza, Senior Director, Marketing – Coca-Cola
Adam Ross, Senior Director, Creative Strategy -Coca-Cola
Tanya Cerina Cinco – Content Director
Jinsol Kim – Marketing Director
Theng Hsiang Heon – Senior Brand Manager
WPP Open X, led by Ogilvy Singapore
Reed Collins – CCO, Asia
Nicolas Courant – CCO, Ogilvy Singapore
Nikhil Panjwani – Executive Creative Director
Adrian Gambaretto & Nico Iampolsky – Associate Creative Director
Sadhna Saku – Junior Art Director
Arjun Vedanayagam – Head of Strategy
Wei Wen Chai – Creative Planner
Juhi Bimbhet – Category Business Director
Khoo Suat Ling – Business Director
Priscilla Lim – Group Account Director
Wong Woei – Project Integrator
Eugenia Ngan – Senior Program Director
Nyko Rodriguez – Director, PR & Influence
Madeline Tan – Associate, PR
Natasha Loh – Associate, PR
Sarah Wong – Account Manager, PR
Kelly Foo – Senior Consultant , Digital
John Luke B Catayong – Digital
WPP Open X, led by VML Malaysia
Sean Lim – Head of Brand Experience and Activation
Yee Kim Kong – Client Management & Operations Director
RZ Chew – Capabilities Director
Xanthe Yew – Program Director
See Yee Chan – Senior Creative Director
Lim Wee Ling – Associate Creative Director
MustXP
Gael Le Page – CEO of MustXP
WPP Open X, led by EssenceMediaCom
Nic Jones – APAC Head of Media Planning
Dimas Kusumaningrum – Planning Manger
Rafeah Siron – Manager
WPP Open X, led by Ogilvy Malaysia
Zako Arzmi – Associate Director, PR & Influence
Sandra Koh – PR
WPP Open X, led by Hogarth Singapore
Alexis Lefort – Executive Producer
Jaye Ong – Producer
Tamara de Jesus – Group Account Director
Michelle Chai – Account Manager
Daryl Bryan Lim – Post Producer
Timothy Lee – Editor
Audio Post Producers: Christopher Cheah & Bryan Ong
