IAM Worldwide has officially launched its recent product, the IAM Amazing Organic Barley Gummies, featuring the rising K-pop sensation NTX.
The campaign marks a new era for the health and wellness brand as it fuses the energy of K-pop with the power of organic superfoods, creating a refreshing bridge between Filipino innovation and Korean pop culture.
The campaign’s soundtrack features the group’s hit single “Over and Over,” whose lyrics, “You make me wanna do it over and over again,” perfectly capture the addictive appeal of IAM’s new Barley Gummies. The upbeat rhythm, youthful visuals, and choreography fuse seamlessly with the product’s message that wellness can be fun, flavorful, and full of energy.
IAM Worldwide’s founders describe the campaign as “a milestone not just for their brand, but for Philippine marketing as a whole. By merging the power of music, lifestyle, and health, they are redefining how Filipino brands can engage international audiences.”
The decision to cast NTX, a rising K-pop boy group known for their strong performances and youthful charisma, underscores IAM Worldwide’s vision to connect with Gen Z consumers. NTX’s youthful fanbase and fresh image align perfectly with the brand’s mission of inspiring a new wave of health-conscious yet trend-savvy individuals.
“The collaboration between IAM Worldwide and NTX is not just a marketing breakthrough; it is a cultural moment. It represents the growing influence of Filipino brands in the global wellness industry and the expanding reach of K-pop as a force for cross-cultural storytelling,” says IAM Worldwide officials in a press statement.
Check out the official campaign video here.
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