It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

Lotteria, Crab Alive Burger, and crab are delicious

Hello, this is Korea advertising.

1. Advertising concept: "It's delicious" wordplay and strong visuals

Lotteria's Crab Alive Burger is centered around a witty pun that says, "It's delicious with crab." The word "crab" is a Chinese expression that uses the pronunciation of crab (crab), which is the main ingredient of a real burger, and the exclamation "dog," which means "really," which leaves a strong impression on consumers. In particular, the advertisement gives viewers a positive and pleasant feeling through addictive music and a bright and lively atmosphere along with the appearance of a crab-rich burger.

2. Target consumer base: MZ generation and SNS users

The MZ generation is clearly targeted by advertisements. Generation Z and millennials are all favored by short and impactful storytelling, easy-to-share humor codes on social media, and intense colors and fashion styles. In fact, advertising videos are actively shared on platforms like YouTube, Instagram Reels, and TikTok, naturally creating viral effects.



3. Directing techniques: delightful situational drama and repetitive hooks

Advertisements draw attention through comical productions such as 'crab appears directly' settings or 'people acting like crabs'. The repeated hooks that appear from time to time are addictive and catchy in the audience's ears, making them hover after advertisements. They are very effective in raising brand awareness.

4. Product Emphasis: Life-Focused Food Pornography Style

The most important part of the burger commercial is its "delicious-looking visual." Lotteria actively utilizes a food pornography technique that maximizes the real life of Crab Alive Burger. The sides of the crabmeat patty, fresh vegetables, and thick bun are all taken up close to the screen to deliver mouth-watering images to viewers.

5. Consumer Responses: Securing Topic in likes and dislikes

After the advertisement was released, online communities and social media shared positive responses such as "addictive," "funny," and "I've seen and eaten advertisements," as well as criticisms such as "too cheesy" and "wordplay is far-fetched." Overall, however, the majority of the comments were "advertisement is fun and memorable," meaning that it succeeded in imprinting the brand image with advertisements before the product itself.

6. Marketing Strategy: Short-term Viral + Long-term Brand Enhancement

Through the advertisement, Lotteria used a strategy to boost the young and pleasant image of the Lotteria brand while inducing a short-term increase in product sales. In particular, the slogan "Ggae Delicious" is used in goods, SNS hashtags, and offline store promotions and is positioned as a brand asset.

7. Stay Brand Consistent: Connectivity with Past Ads

Lotteria has previously conducted marketing using various B-class sensibilities or witty puns. The Crab Alive Burger commercial is based on that context, and it has succeeded in raising interest in new products while maintaining the friendly and pop image that the brand aims for.

8. Utilizing Cultural Elements: Reflecting Korean Humor Code

The expression "crab is delicious" is a language play that only Korean speakers can understand. It shows that the advertisement is designed to target Korean consumers thoroughly, and shows the brand's planning ability to accurately grasp the language sense and humor codes of domestic consumers.