July 28, 2022 10:27
Samsung is betting on the color purple associated with super boy band Bangtan Boys, also known as BTS, to market new smartphones. The handset maker said Wednesday that it will start global sales of a purple version of its flagship Galaxy S22 on Aug. 10.
"The color purple is loved by people of all ages and recently became associated with the Korean Wave and K-pop," Samsung said.
Samsung's Galaxy Z Flip and Fold 4 that are set to hit stores next month will also come in purple versions with a wall-to-wall marketing campaign featuring K-pop juggernaut BTS.
Stephanie Choi, the company's head of marketing, said, "A commercial using BTS' song 'Yet to Come' will be shown at landmarks around the world, including New York's Times Square."
Samsung launches the new products next month and has already set up booths in London and New York where customers can check them out.
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