PRMMS Hero 2024
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Subway MY rides on BTS craze to urge fans to munch on new veggie sub

Subway MY rides on BTS craze to urge fans to munch on new veggie sub

share on

Subway Malaysia has jumped on the BTS hype with a punny Facebook post announcing its new Veggie Tambah Sub (VTS) sandwich. "Annyeongha-sayur" (Hello vegetables), the brand said. Using the iconic introduction of one of BTS' members Kim Taehyung, also known as V, it added: "My name's VTS. I am good sub." V previously said a similar line in an interview with talk show host Stephen Colbert on "The Late Show". "Hi guys, My name's V. I am good boy," the K-pop artist said. 

Done in collaboration with VaynerMedia, Subway's post received 141 reactions, 23 comments and 30 shares at the time of writing. One netizen even commented on how everyone wants BTS. A+M understands that the team wanted to do something fun and since everyone's talking about BTS these days, it decided to leverage on the hype to promote the new veggie sandwich.

The idea came about when the team decided to get punny with the Korean "Annyeonghasaeyo" (Hello) by saying "Annyeongha-sayur". It then added V's iconic introduction to delight consumers and fans. A+M has reached out to Subway Malaysia for comment.

BTS has been garnering more attention from brands in recent times - especially in Malaysia given McDonald's collaborated with BTS for a global menu “tour”.

Last week, the McDonald's BTS meal officially landed in Asia, with Malaysia being the first country in Asia to debut the meal. In Malaysia, it was reported that long queues formed at McDonald's outlets as fans flocked to purchase the meals. At the same time, The Star said social distancing rules were not observed and the Malay Mail also reported that some netizens were worried about a potential cluster forming.

Aside from the snaking queues, Malaysians were also spotted to be reselling empty food packaging and merchandise from the BTS meal on Shopee and Carousell. A search by A+M found that some resellers have priced the food packaging from RM10 to RM50 online, while the merchandise is being sold between RM69 to RM455. 

That same month, Louis Vuitton also appointed K-pop group BTS as its global ambassadors. The luxury fashion brand said in a tweet that BTS is recognised for its “uplifting messages that impart a positive influence".  Earlier this year, The Coca-Cola Company tied up with the K-pop boy band for its global campaign, “Turn up your rhythm”. The campaign featured BTS’s cover of “Jungle”, which was originally sung by American rock band, X Ambassador.

Related articles: 
McDonald's Asia Eugene Lee on marketing BTS meal with 40% of usual media spend
Analysis: Louis Vuitton's BTS tie-up goes beyond just Asian representation, say experts
Louis Vuitton lights it up with BTS as brand ambassadors



share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window