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...

Real Grapefruit Highball KABREW, K-idol group NMIXX SULLYOON commercia

Hello, this is Korea advertising.

[Real Jamong Highball X SULLYOON] You have to drink kernels together. The advertisement is a collaboration campaign between the Real Jamong Highball brand and SULLYOON, a member of the popular idol group NMIXX, and it is a sensuous and empathetic marketing content targeting young consumers.

The advertisement emphasizes the real kernels of "Real Grapefruit," which are differentiated from existing highball products, and is centered around a message to deliver a living experience to consumers, ranging from simple taste to texture and freshness. The phrase, "You have to drink the kernels together to be real," goes beyond simple copies and reflects the consumption trend of the younger generation, which values the feeling of real fruit, that is, the natural taste and texture of unprocessed fruits.


In addition, the refreshing and healthy image of SULLYOON matches the characteristics of the product well, and visually conveys the 'fresh' and 'real' pursued by the brand. SULLYOON is a very popular figure among Generation Z, and her positive and lively image harmonizes with the freshness of grapefruit in advertisements and creates a strong synergy effect.

The commercial video stimulates the five senses through bright and cheerful music, the scene where the grapefruit grains pop and the visual production of the high ball coolly follow. This gives an awareness that the product itself can be a 'joyful experience'** beyond just drinking a drink.

The advertisement emphasizes the core values that the brand wants to convey, "real, real, natural," while accurately targeting the sensibilities and tastes of the MZ generation through sensuous and trendy production. In particular, it reaches consumers with short and impactful video clips on platforms such as SNS and YouTube, naturally inducing interest and purchase of products.

In conclusion, the message "You have to drink the kernel together to be real" is more than just a beverage advertisement, and it is a good example of brand marketing that has successfully led to the core differentiation of the product, brand philosophy, and emotional connection with Gen Z consumers.