“Now the issue is sauces, in many countries they are over. We have already made an additional order to avoid this situation and ensure that the sale continues throughout the month, not until stocks are exhausted, “adds the executive who foresees a decrease in demand as the days go by.
The K-Pop phenomenon
K-Pop has become a trend in Latin America, so much so that brands have turned to see the most representative exponents of the genre to propose collaborations that are allowing them to approach an audience that is not part of their most active buyers.
Leonardo Vargas, leader of the influencer marketing department of the Band of Insiders agency, explains that with these alliances, brands seek to have connections with new generations that do not necessarily consume their product, but everything related to certain K-Pop groups.
“They want to enter communities that are already built and turn it into engagement for them. When they are able to introduce themselves and adopt an opinion leader or role model, the emotional connection that is generated between the followers and the brands is immediate ”, says the expert.
Here, he adds, the challenge is to keep the attention of these consumers once the collaborations with the K-Pop groups end. In the case of McDonald’s, although BTS fans are an audience that frequently follows the brand, the chain intends to implement a retention strategy that ensures their preference.
Félix Ramírez points out that they will maintain aggressive promotions at the digital level. “We are investing many resources in these platforms, coupons, attractive offers for young people, all this accompanied by a line of merch limited edition inspired by some items on the BTS menu ”.
Among the products to be marketed through the Weverse Shop mobile application are purple sweatshirts, bathrobes, socks and sandals, characteristic of the Korean group.