PRIMROSE Nahyun AD, Starbucks FIZZIO

1. Advertisement Overview and Campaign Background The advertisement campaign using Starbucks' RTD (Ready-to-Drink) beverage, Fizzio, and model PRIMROSE Nahyun is a marketing strategy targeting young consumers. Fizzio is a refreshing carbonated beverage that was released especially for the summer season. PRIMROSE Nahyun is a popular influencer and model among the MZ generation, and her fresh and trendy image fits well with the concept of Fizzio. This advertisement emphasizes Fizzio's carbonation and fruit flavor with the main message of "refreshing" and "energy." In particular, it was exposed as short and intense video content through social media and TV commercials, and was also spread online through the hashtag campaign (#Fizzio_refreshing). 2. Target Analysis: MZ Generation Strategy The main target of this advertisement is the MZ generation in their 20s and 30s, who are active on SNS and sensitive to trends. PRIMROSE Nahyun's casting was appropriate be...

Korean Advertising, Samlip Hoppang Campaign

Hello, this is Korea advertising.

Korean people naturally look for this snack in winter. It is Korean soul snack hoppang. For Koreans, hoppang is not just a snack but a symbol of happiness that they can feel in winter. If you hurry to take a bite of a steaming hoppang, it will cause tremendous heat and pain to your teeth.

'Hoppang' is actually the brand name of steamed bun. In 1971, Samlip Food launched 'Samlip Hoppang', which was developed so that steamed bun can be eaten at home. It is said that the name was made with the meaning of eating it while blowing it because it is hot. Hoppang has become so successful that we are familiar with it rather than steamed bun.

The campaign was not easy just because it was Samlip Hoppang that the whole nation knows. We had to find a way to add a young and trendy sensibility while maintaining the image of the brand's tradition and warmth. In addition, while emphasizing the classic lineup, such as sweet red bean hoppang and vegetable hoppang, it focused on effectively promoting unique taste products that are newly released every year.

The Samlip Hoppang campaign, introduced this time, focused on delivering the charm of hoppang more sensibly to a new generation of consumers by adding sensuous fun without losing the existing brand image of warmth.

So, the chosen advertising model is Shin Yu-bin, a member of the national table tennis team. Shin is a sports star who gained public recognition by playing in international competitions, and at the same time, has a cute charm and a friendly "eating show" image, making it easy for her to reach consumers.


For a fresh approach, we designed a creative reinterpretation of Shin Yu-bin's name. He changed "Shin" to Shin (辛), "Yu" to New, and "Bin" to Red Bean, and expressed the taste of hoppang corresponding to "Shin," "New," and "Bin" in the video with cheerful BGM and sensuous screen change. At the same time, Shin Yu-bin was buried in a large steaming hoppang at the introduction of the advertisement, maintaining the emotional stability of the existing hoppang advertisement.

Another feature of this campaign was its bold challenge in visual expression. It boldly broke away from the "seasle cut in which you hold an hoppang with both hands and cut it in half," which has long been the representative production of hoppang advertisements, and tried a new seasle cut that showed the inside by tearing the hoppang in half. This scene caught the attention of consumers by more intuitively conveying the richness and warmth of the ingredients in the hoppang, beyond just fresh visual effects.

The Samlip Hoppang campaign showed new possibilities for the brand by adding a young and trendy sense while keeping the traditional and warm image of Hoppang. The bright and cute charm of the model Shin Yu-bin further strengthened the young image of Hoppang, and its novel visual beauty and unique production succeeded in encompassing not only existing consumers but also younger generations.