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...

Lightly start the day with Otoki LIGHT&JOY! Lightly enjoy! Lightly!

Hello, this is Korea advertising.

Otoki's LIGHT&JOY advertisement is modeled after Kim Yoo-jung to emphasize the features of the product and brand message. The advertisement revolves around the slogan "Enjoy lightly, lighter!" and introduces Otoki's "LIGHT&JOY" cereal as a product that provides a light breakfast for consumers who start the day.

The main message of the advertisement is to convey that the product is a breakfast option that is simple and easy to enjoy. Kim Yu-jeong conveys the characteristics of the product well through her bright and healthy image, and her cheerful appearance plays an important role in emphasizing the lightness of the product. In the advertisement, Kim Yu-jeong naturally conveys the message of "Let's start lightly," creating a scene where she enjoys the product easily in the morning.



The product itself is Otoki's new cereal line, characterized by low calories and easy enjoyment while using nutritious ingredients. "LIGHT&JOY" is presented as a suitable option for consumers considering a diet or those who want to spend their morning easily. In the advertisement, Kim Yoo-jung emphasizes that she can hold the product in one hand and eat it easily, and highlights the advantage of being able to eat quickly and lightly even on busy mornings.

The advertisement is also designed to meet the needs of consumers who want to quickly recharge their energy amid the busy daily lives of modern people. The "lightness" of the product has a positive effect on consumers, as it contains a message that it relieves both physical and mental burdens.

Since Kim Yoo-jung has a friendly and lovely image in her own right, her appearance alone gives consumers a sense of trust and her message in advertisements is naturally accepted. In addition, she uses effective strategies to induce consumers to choose this product by emphasizing the efficacy of the product along with Kim's bright and positive expression.

In conclusion, Otoki LIGHT&JOY advertising is taking a strategy to use Kim Yoo-jung to emphasize the "light" nature of the product and establish a brand image that provides a simple yet nutritious breakfast. Through this, it conveys the value of the product well to consumers and is receiving great response from modern people who seek light breakfast in their busy daily lives.