Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Jobmark: Journal of Branding and Marketing Communication
Deni Yusdiaana
Kereta Cepat Indonesia China
Arts Humanities Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Social Sciences

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Kopiko Goes Hallyu: Creative Brand Publicity and Branded Pop Analysis of Product Placement in the Korean Drama Vincenzo Deni Yusdiaana; Muhammad Firrizqi Alchoiri; Haifa Firyal Iswanto
Jobmark: Journal of Branding and Marketing Communication Vol. 7 No. 2 (2026): JOBMARK Vol 7 No 2 (January-June 2026)
Publisher : Graduate School of Communication Universitas Bakrie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36782/jobmark.v7i2.403

Abstract

Brand and product placement, an increasingly popular marketing strategy, has been masterfully executed by Kopiko, an Indonesian coffee candy brand. This article analyzes how Kopiko successfully implemented a Creative Brand Publicity (CBP) strategy through product placement in the Korean drama Vincenzo. With a descriptive-qualitative approach and case study method, this study found how Kopiko leveraged the drama's popularity to increase brand awareness and expand its reach to international markets. Data was collected through in-depth document searches of news, articles, Kopiko marketing materials, and related social media content. Additionally, digital documentation in the form of screenshots of scenes featuring Kopiko products in the drama was also analyzed. Kopiko seamlessly integrated its product into Vicenzo's storyline, creating compelling brand exposure without disrupting the viewing experience. This strategy has not only increased Kopiko brand awareness and drove sales, especially in international markets, but also serves as a testament to the success of innovative brand marketing strategies seeking to expand market reach and strengthen brand image.
Co-Authors Haifa Firyal Iswanto Muhammad Firrizqi Alchoiri