After collaborating with BTS, McDonald’s is back with another K-Pop star. Still from the same agency as BTS, this time the leading fast food restaurant collaborated with New Jeans to become a brand ambassador. The choice of New Jeans to become a brand ambassador is certainly not without reason. How not, this young K-Pop star is on the rise and immediately stole the attention with his catchy songs. Through its official Instagram account, McDonald’s launched a new range of products featuring New Jeans-style artwork, including paper bags, cups, and food wrappers, all adorned with 16-bit rabbit illustrations and the iconic McDonald’s logo. The collaboration titled ‘New Jeans Chicken Dance Campaign”, which has already been released in South Korea, the Philippines, and Thailand, has generated a lot of enthusiasm among fans in Indonesia. Although the collaboration in Indonesia is currently limited to the packaging design, there are rumors that new menu items such as the McCrispy Cream Onion with Bacon, which has been released in South Korea, will also be introduced. So, what are the uniqueness of the McDonald’s X New Jeans collaboration in Indonesia? How does this collaboration look from a business and legal perspective? Let’s see the explanation below!
A Glimpse of McDonald’s X New Jeans Collaboration in Indonesia
McDonald’s collaboration with New Jeans in Indonesia itself has been released since July 12, 2023 and will last until August 27, 2023. Several programs were carried out, namely special packaging and merchandise, “McDonaldsxNewJeans Special Gift” and “Chicken Dance Competition”. The New Jeans Chicken Dance Campaign brings the message of “a whole new crispiness that makes us dance, a whole new chicken world” to the collaboration. In this program, in addition to being an advertising star, there are also special packaging for the purchase of certain menus, including a menu category called K-Meals. The packaging features NewJeans’ signature rabbit character, making it even more unique. The menus included in the K-Meals category are the large McSpicy package, large McNuggets package, large PaNas Special, and large PaNas Wings. In addition, the collaboration also provides post cards or stickers to every consumer who buys K-Meals. The stickers and post cards have different designs and shapes every week during the collaboration period. Meanwhile, during the NewJeans Chicken Dance Campaign program, there is a special offer “McDonaldsxNewJeans” which is a special gift imported directly from South Korea. The gift will be given free of charge for every purchase of the K-Meals bundling package with a minimum purchase of Rp399,500. In addition, the collaboration also presents special decorations at several McDonald’s Indonesia outlets with NewJeans signature trinkets, such as hanging mobile, stickers, standees of the five NewJeans members: Minji, Hanni, Danielle, Haerin, and Hyein. Another program from the collaboration is the “Chicken Dance Competition” that can be followed by all Indonesians, where participants need to make a video imitating (covering) the movements performed by NewJeans.
Opportunity Benefits and Terms of McDonald’s X NewJeans Partnership
In addition to BTS, the popularity of New Jeans on the world stage apparently made McDonald’s interested and decided on a business collaboration. Can you imagine the excitement of McDonald’s lovers and Bunnies – as the NewJeans fandom is called – over this collaboration? Based on Forbes’ records, McDonald’s is one of the giants of fast food outlets, while NewJeans is one of the most expensive paid groups that has a sizable fan base. As equally powerful parties, of course, there is significant profit between them. Judging from previous collaborations with BTS, McDonald’s is said to have experienced a 25.9 percent increase in sales compared to the same quarter the previous year. This boosted McDonald’s turnover, which had dropped due to the Covid-19 pandemic. BTS also benefited by pocketing a fee of IDR 127.8 billion. So you can imagine how the profits from the McDonald’s x NewJeans collaboration this time can also be projected? Yes, the name business cooperation is mutually beneficial, anyway. Otherwise, why cooperate, right? Well, the presence of this collaboration also departs from the use of the NewJeans brand license by McDonald’s. So that McDonald’s can include the name, logo, or photo of NewJeans on product packaging, stickers, and store decorations. The combination of NewJeans’ artistic style with McDonald’s iconic branding creates a unique visual experience for customers. The 16-bit illustrations on the packaging also showcase the creativity and passion of both brands, connecting with consumers and fans of both in a fresh and exciting way. From an Indonesian legal point of view, a license itself is a permission granted by the owner of a registered mark to another party based on a written agreement in accordance with laws and regulations to use a registered mark. In addition, the licensor will also be entitled to benefit in the form of royalties from the licensee. Then, the license agreement made must also be recorded with the DJKI Kemenkumham to be legally recognized. In addition to the provisions regarding licenses, the collaboration between McDonald’s and NewJeans is also certainly outlined in a cooperation agreement.
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Because based on mutual trust is not enough, especially for the two brands that are already equally famous, a written black and white agreement is needed that can be accounted for and can be used as a reference when there is a dispute between the cooperating parties in the future. The cooperation agreement for this form of collaboration usually contains and regulates the rights and obligations of the parties, cooperation costs, time period, confidentiality, to payment terms, and payment methods.
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This is an explanation of the business collaboration between McDonald’s and the South Korean group, NewJeans. Well, for KH pals who are currently also planning to hold business cooperation with brands or other parties, don’t overlook the importance of a license agreement. That way, you can obtain the exclusive rights of the brand owner to use the artist’s brand. However, before entering into a license agreement, also make sure that the brand has been registered at the DJKI Kemenkumham and contains all the terms of cooperation carried out in a written agreement so that the legal relationship and rights and obligations are clear. All of them are certainly to secure KH Friend and your business in avoiding problems and risks in cooperation. Well, to make all the arrangements easier, you can consult with Kontrak Hukum. Together with our professional experts, we can help you to make a license agreement and cooperation agreement for only Rp 900 thousand! No need to worry, because all your business data and information are guaranteed to be safe and protected and of course it only takes 48 hours to complete. For ordering information, please visit the KH Services – License and Cooperation Agreements page. Or if you have any questions about contracts or other business needs, feel free to contact us at Ask KH or via direct message (DM) to Instagram @kontrakhukum.
