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1. Advertising Overview: Say 'Zero' and 'Health'
Kellogg's recently launched a new product called Protein Granola Zero Shugger, which is a marketing strategy to keep up with the needs of modern consumers who value health and well-being. This product is characterized by removing sugar, which was considered one of the disadvantages of existing granola, and reinforcing protein. The core message of the advertisement is that "sweetness has been removed, health has been added," which conveys the perception that it is a more advanced health snack than existing products.
Kang Min-kyung, a singer and actor, has been selected as a model in the advertising campaign, increasing the brand's credibility with her natural and luxurious image.
2. Model Selection: Kang Min-kyung's Image and Brand Synergy
Kang Min-kyung has a clean and elegant image and has received a wide range of support from the middle-aged to the younger generation. Recently, she has become an icon of "healthy lifestyle" and "self-care" on YouTube and SNS, and the consistency of the brand and image is excellent.
In the commercial, she appears in the morning sunlit kitchen, enjoying granola leisurely, or choosing granola as a health snack after working out. These scenes stimulate the desire to purchase by creating an aspirational effect of "I can be like that" for women in their 20s and 40s, who are the core targets of the product.
3. Product USP (Indigenous selling point): Zero Sugar & High Protein
Kellogg's 'Protein Granola Zerosugger' highlights two main differences.
Zero Sugar: Sugar-free products are suitable for consumers who care about sugars, especially those who are mindful of dieting or blood sugar control. This is a strategic choice that reflects the "zero" trend that has recently been spreading at home and abroad.
High Protein: It is high in protein compared to regular granola, making it perfect for a post-workout snack or breakfast. This is especially aimed at the MZ generation, who enjoy working out and home training.
Advertising videos and prints visually highlight these two advantages, and arouse curiosity about the product.
4. Advertising Directions and Sensibilities: Premiums in Daily Life
The advertisement is aimed at an "emotional premium" atmosphere as a whole. Along with warm-toned lighting, natural interior design, and calm background music, Kang Min-kyung's low-key narration flows, and the moment of enjoying the product is depicted like a scene in a lifestyle. This production goes from "granola = healthy snack" to "granola = small luxury in daily life."
It also wraps the sharpness of the word "zero" with a soft visual beauty, encouraging consumers to feel "balanced and chosen" rather than "lack of it."
5. Expand consumer response and marketing
After the advertisement was released, social media responded, "I think I can trust Kang Min-kyung's granola and eat it," and "It's a zero-shugger, so it's perfect for a diet snack." In particular, it is highly popular among women who are on a diet and consumers who enjoy exercising.
Kellogg is conducting online and offline promotions at the same time centering on the advertisement, and is expanding the brand experience in various ways, including large supermarket tasting events, influencer collaboration content, and YouTube Vlog PPL.
6. Conclusion: Successful Product Positioning in the Age of Health Pleasure
The "Protein Granola Zero Shugger" advertisement is evaluated as a campaign that combines emotional elements such as health, self-care, and a simple lifestyle that modern consumers value, beyond simply announcing products.
It is impressive that it accurately pointed out not only the harmony with the character Kang Min-kyung, but also the consumers' desire for "light guilt-free snacks." This is an example of a successful reflection of the Healthy Pleasure trend, and it is likely to become a benchmark for similar products and advertisements in the future.
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