Kim-Trump Summit: Brands Jump on the Chance to Get Their Names Out There

Coke, saving the world, one can of sugar water at a time.

While the world was watching to see how things played out between Donald Trump and Kim Jong-un, brands were putting forth efforts to get their names out there with all the attention being focused on Singapore.

Some were clever, some were cheeky, and some were a bit over the top.

Ikea – Clever

Ikea released a tongue-in-cheek ad created by BBH Singapore showing just an Allen wrench with the tagline reading, “Weapon of Mass Construction”, posted on Facebook with advice to the two leaders: “Today of all days, let’s make furniture, not war.”


Coca-Cola – Over the top

Also in honor of the event, if not a bit more over the top, Coca-Cola released limited-edition cans emblazoned with the logo written half in English and half in Korean, along with “Here’s to peace, hope and understanding” which was also printed in both languages with the hashtag #TastethefeelingofHope.

The agency behind the campaign, Dentsu Merdeka LHS Malaysia, also hit the streets where they amazingly found people surprisingly keen on making a connection between canned sugar water and world peace.

And the Nobel Peace Prize goes to…Coca-Cola!

Sorry, no.

The Vagabond Club – Cheeky and fun

Working with The Vagabond Club, the creative team from MullenLowe Singapore attempted to detangle the pre-summit hotel situation by issuing an open invitation to Mr. Kim, offering to host him in the hotel’s most luxurious suite – at no charge.

“In which world would a Supreme Commander be denied the courtesy and hospitality he deserves? Certainly not in ours. Mr. Kim, your room is ready.” begins the invitation, before launching into all the amenities and services he’d appreciate.


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