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...

DOD Korea's Jung Hae-in ad, DO DO DO CAMPAIGN

Hello, this is Korea advertising.

**DOD Korea** is an emotional outdoor brand, famous for its camping equipment that combines the practicality of American military camping with Japanese emotional design. In particular, it has a practical and sensuous product line such as tents, chairs, and tables, and is rapidly expanding its recognition with the MZ generation as the center.

D.O.D. Korea's advertising campaign in 2024 is **'DO DO CAMPAIGN'**. The core of this campaign is to deliver the message 'Do! Do! Do!' and 'Let's leave boldly' through the catchphrase **' which repeats the brand name 'DOD.'


Actor Jung Hae-in was chosen as the model for the campaign. With his unique warm yet urban image, Jung has added a new charm to camping activities and is considered a model that goes well with the friendly and sophisticated sensibilities of the brand.

In the video advertisement, Jung Hae-in leaves the daily life of the city and into nature, and uses various products from DOD. It conveys specific messages such as "Do Relax," "Do Travel," and "Do Adventure," and expresses a brand philosophy that urges action.

"DO DO DO CAMPAIGN" goes beyond just product promotion and proposes a lifestyle that allows modern people to realize a free and enjoyable life through camping. In particular, music and rhythmic production in advertisements approach the younger generation intuitively and cheerfully, highlighting the vibrant image of the brand.

Through this campaign, DOD Korea is expanding its brand awareness as well as strengthening its emotional connection with consumers seeking **'experience-driven consumption'**.