The BTS Effect: How a Celebrity Collaboration Powered “Dynamite” Growth for McDonald’s, Butter and Dairy Milk

Not all celebrity collaborations with food and beverage companies and brands work. But when they do, well, the results have been off the charts—such as McDonald’s collaboration with K-pop sensation BTS. BTS is influencing music, dance and now food trends. They have an ability to connect and resonate with Gen Z fans with billions of worldwide views of their #1 hit music videos and for tying sales records once held by The Beatles. This has led to a collaboration with McDonald’s and frenzied sales of its BTS Meals in both the US and globally as a result. BTS also prominently features dairy products within their hit songs, which has likely increased sales of butter and dairy milk among their young fan base while potentially countering sales of plant-based dairy alternative products.If you like these insights, subscribe to our free weekly email newsletter where we share data-packed infographics, insightful articles, food & beverage industry trends and more.