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...

Beauty of SSG X Cha Eunwoo

Hello, this is Korea advertising.

In the second half of 2024, SSG.COM unveiled a new campaign *"Beauty of SSG"* that emphasizes the premium shopping experience, bringing Cha Eun-woo to the forefront as a brand model. This advertisement catches the eye by combining SSG's sophisticated image with Cha Eun-woo's luxurious atmosphere. In particular, the sensual production and Cha Eun-woo's unique delicate facial expression are in perfect harmony with the brand identity, conveying the "Aesthetics of Experience" beyond simple promotion.

The main message of the advertisement is "Shopping becomes art, not consumption." It stresses that the high-end brands and curation services provided by SSG.COM go beyond just buying and selling goods and sublimating into "customized art," which reflects each consumer's taste and sensibility. Cha Eun-woo, as the speaker and medium for expressing this message, appears as "a person who treats shopping as if he were appreciating art" throughout the advertisement.



The visual composition is also very impressive. In the commercial, Cha walks through SSG's showroom, reminiscent of a gallery, and enjoys high-end branded products as if they were a work of art. In the process, a static atmosphere and Cha's restrained movements blend together to complete the minimal and luxurious tone of the commercial. In particular, the technique of cross-editing black and white and color, calm piano background music, and slow motion provide an immersive feeling as if watching a short art film.

The brand said that Cha Eun-woo's elegant image and sophisticated appearance fit well with SSG's premium identity. In fact, after the advertisement, social media and online communities responded, "As soon as Cha Eun-woo appeared, the entire advertisement feels like a work of art" and "SSG's image has become more luxurious." This is a prime example of how the advertising model can effectively convey the brand's value and story beyond simple "face."

In conclusion, Beauty of SSG X Cha Eun-woo's advertisement was a sensational attempt to artistically sublimate the act of 'shopping' beyond just product promotion. It can be said that it is a work that convincingly conveys the brand's philosophy through a character named Cha Eun-woo and successfully forms an emotional link with consumers.