It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

Coca-Cola, Coke Time! (HAEWON) Advertising

Hello, this is Korea advertising.

1. Advertising Overview and Background

The "Coca-Cola, Co-K Time!" ad is a sensual advertisement aimed at the younger generation as part of Coca-Cola's 2024 campaign. The ad shows an attempt to build a rapport with the MZ generation by using K-pop artist Haewon (a member of the group NMIXX) as a model. The slogan "Co-K Time" is a Korean version of the slogan that contains a message of enjoying Coca-Cola in everyday life and taking a break, and it is a universal slogan that matches the emotions of each country.

2. Key Concepts and Messages

The ad's core message is **"At this moment, enjoy your own nose-k time." It goes beyond simple beverage consumption and emphasizes the value of "small but definite happiness," or small but definite happiness. The way Hae-won dances to the rhythm while living her daily life in the city, and fully enjoys the moment, reminds viewers of "my own nose-k time."

In particular, cheerful music and rhythmic production throughout the commercial naturally make the viewer shake and highlight that Coca-Cola is not just a thirst-quenching drink but a symbol of pleasure and relaxation.



3. Meaning of Model (Seawon) Selection

Haewon is an artist with a refreshing and positive image, and she fits well with Coca-Cola's brand image. As a young generation in her early 20s, she represents the taste of the MZ generation, and at the same time, she has excellent performance capabilities, so she can perform rhythmically in advertisements.

Her natural facial expressions, dances, and "drinking acting" approach consumers without any distance, and make them feel like they are friends. These factors play a big role in forming emotional connections between brands and consumers.

4. Visual/Audible Directing Analysis

The visual composition of the advertisement is designed around the unique colors of Coca-Cola, red and white, which strongly reveal the brand's identity. The space where Haewon appears is a daily place in the city, but fantasy elements are also added to it by making it feel like an unusual space through lighting and color.

Audibly, it leaves an intense impression without cheerful background music and voice narration. This is a sensuous advertising method centered on music and images, which is also used worldwide. It is a strategy to make advertisers 'feel' the message.

5. Cultural Approaches and Consumer Responses

For Korean consumers, Coca-Cola is a global brand with a long history, but this advertisement is drawing attention in that it has been reinterpreted in a more modern and sensuous way. In particular, the MZ generation greatly sympathizes with the keywords "self-time" and "small rest" in the advertisement.

Responses to advertising videos on YouTube and SNS are generally positive, and comments such as "I want to have a nose-k time with Haewon," "I need to be refreshing," and "I need this time of day" show that consumers' emotional consensus is being formed.

6. Marketing Strategies and Effects

This advertisement goes beyond just product promotion and contains strategies to strengthen the brand experience. Coca-Cola is naturally expanding its brand contact point in everyday life through the concept of "Coke Time," and after the advertisement, extended marketing such as SNS challenges and photo events with Haewon continued.

This is developing into a participatory brand campaign beyond mere ad exposure, and in fact, it has been reported that sales of Coca-Cola products for teenagers and 20s have increased since the commercial aired.

conclusion

The "Coca-Cola, CoKe Time!" commercial is not just a beverage commercial, but rather a brand-experienced content that stimulates the emotions of the younger generation and suggests small pleasures in everyday life. The commercial, which combines Haewon's star quality and Coca-Cola's brand identity, is said to have successfully established an emotional connection with MZ generation consumers.