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...

Binggrae More: Protein advertises Seo Kang-jun's protein routine

Hello, this is Korea advertising.

1. Advertising concept: "Seo Kangjun's protein routine"

The main theme of the ad is **"An Daily Protein Routine"**. Rather than just a product introduction, it naturally melts protein drinks through the lifestyle of the star, Seo Kang-joon. The ad follows his routine from waking up in the morning to exercising during a routine or taking protein during a brief break. Through this, consumers will break the stereotype of "protein drinks = only drink in special circumstances" and naturally accept the message that they can fully enjoy it in their daily lives.

2. Meaning of Model Selection: Synergy with Seo Kang-jun's Image

Seo Kang-jun is an actor well-known for his neat and sophisticated image, sincere and healthy lifestyle. Binggrae uses this image of Seo to strengthen his product position called 'premium protein drink.' Seo Kang-jun in the commercial shows a natural exercise routine that is stylish without overdoing it and does not overdo it. This makes the product feel like a part of anyone's easily accessible health routine, rather than a "protein just for fitness enthusiasts." Seo's simple narration also adds credibility to the commercial.



3. Product Features Highlighted: USP for More:Protein

Advertisements naturally melt the main features of the product.

-High protein content (15g): in the short cut, the phrase "15g protein" appears in close-up, visually emphasizing content.

-Unsweetened & Lowered: With Seo Kang-jun's line 'I like it because it's not sweet,' a scene that emphasizes clean taste is inserted to appeal to health-conscious consumers.

-Easy portability: There are scenes of taking out and drinking products easily in various spaces such as gyms, offices, and homes, emphasizing that it is a protein that can be enjoyed anytime, anywhere.

4. Emotional production: Visualization of 'Healthiness in Everyday Life'

The commercial video boasts a very sensual visual beauty. Luxurious capture of the calm and warm moments of everyday life, such as a window with morning sunlight, a quiet studio exercise area, and a drowsy afternoon office. This production makes protein drinks not just nutritional supplements but elements that symbolize relaxation and health in everyday life. The music is also calm and sophisticated, giving viewers comfort.

5. Brand Message: "Adding Protein to Every Daily Life"

The ad ends with a copy that says, "Protein, it's becoming a routine now." This is a direct revelation of the brand's core message, the 'healthy changes in daily life'** provided by **More:Protein. Binggrae is expanding by adding a protein specialty brand image to its existing dairy image, and the ad seeks to position itself as a more consumer-friendly and accessible health brand.

6. Analysis of advertising effects and strategies

The advertisement is exposed on TV and digital channels at the same time, especially for MZ generation office workers and consumers in their 30s and 40s who pursue a healthy lifestyle. Various versions of short clips were also utilized on SNS platforms such as YouTube and Instagram, and the voluntary sharing of Seo Kang-jun's fan base also caused a viral effect. Along with the launch of the advertisement, Binggrae established a marketing loop called advertisement exposure → experience → loyalty improvement by recruiting SNS hashtag events and product experience groups.

In this way, the main episode of Binggrae More: Protein advertising delivers health, sensitivity, trust, and accessibility at the same time through a model called Seo Kang-jun, effectively enhancing its brand status in the premium protein drink market