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...

Clean Lager Terra: A Clean Day, Ji Chang-wook Advertising

Hello, this is Korea advertising.

1. Advertising Overview: Symbolism of Keyword 'Clean Day'

Clean Lager Terra offers consumers a clear and clean lifestyle through the phrase "a clean day." This advertisement goes beyond just promoting beer and makes tired modern people imagine a clear day with nature. Here, "clean" is used not only as a raw material in a clean area, but also as a keyword to stimulate the emotions of consumers who want to escape from their complicated daily lives.

By adding the word 'day', it naturally connects with consumers' daily lives, and emphasizes the image that the moment you drink beer itself becomes a 'comma of the day'.

2. Model Ji Changwook's image and brand synchronicity

Ji Chang-wook is an actor who is loved by the public for his bright and refreshing image. In particular, his friendly and healthy image shown in dramas and entertainment shows go well with Terra's 'Clean' brand value. Ji Chang-wook in the commercial appears with a bright smile and relaxed appearance, giving viewers a comfortable and reliable impression.

Just with the Terra bottle he is holding, you can feel "delicious and cool," and it creates the illusion of healing in green nature with Ji Chang-wook.



3. Video production and color: Maximizing visual freshness

The commercial video is full of images of nature, including blue skies, green lawns, and clear sunlight. This is a visual representation of the concept of 'clean nature' that Terra emphasizes. The colors on the screen are unified in blue and green tones throughout, which naturally match the colors of the Terra bottle.

It uses slow motion techniques and soft camera movement to create a sense of relaxation as if time were passing slowly, making viewers expect "a sip of relaxation."

4. Message Forward: Beyond Beer, Lifestyle Suggestions

"A Clean Day" is not just about "delicious beer," but it also suggests "rest" and "healing" of the day that can be enjoyed through beer. The scene where Ji Chang-wook smiles while drinking Terra naturally induces consumers to want to "have a day like that, too."

Brands are proposing their own lifestyle to consumers through a product called beer, and advertising serves as a medium to sensibly convey its value.

5. Branding Strategies and Advertising Effects of Clean Lager Terra

Terra has been trying to differentiate itself from other beer brands by emphasizing the word 'clean' since its launch. Phrases such as 'real carbonic acid', 'clean area barley', and 'clean malt 100%' solidify the brand identity along with the natural image in the advertisement.

This advertisement is also an extension of that, and through a model called Ji Chang-wook, it has the effect of imprinting the image pursued by the brand more strongly to the viewers. In particular, with the emergence of Ji Chang-wook, who is familiar to the 2030s, strategies to induce natural spread in SNS and online communities are also successfully underway.

6. Consumer Responses and Marketing Implications

After the advertisement was released, many positive reactions such as "I feel cool just by looking at the advertisement," "I can trust you more because it's Ji Chang-wook," and "I feel really clean." In particular, it is well received for targeting the psychology of consumers who want to heal for a short time in their tired daily lives.

Terra isn't just selling products; it's also encouraging "image consumption" through advertising and enhancing brand loyalty. This emotion-driven marketing strategy is expected to have a great effect in the future.

As such, the advertisement of "Clean Lager Terra: A Clean Day" is stimulating consumer emotions by organically combining clean images, emotional production, model favorability, and brand value.