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...

No. 1 frozen lunch box selected by 12 million people. Park Jeongmin's commercial for "ONTHEGO"

Hello, this is Korea advertising.

1. The overall concept and message of the commercial

The phrase 'No. 1 frozen lunch box chosen by 12 million' conveys the core message of the advertisement in a concise and powerful manner. The number '12 million' emphasizes the cumulative sales figures on a large scale based on consumer trust, thereby highlighting the popularity and reliability of the product. By using a popular actor named Park Jung-min as a model, he simultaneously gives familiarity and sophisticated image to the brand image, and his realistic acting naturally creates a link between the practicality of the product and the modern lifestyle.

2. Park Jeongmin's image and advertising effect

Actor Park Jung-min is a person who has both genuine acting skills, popularity, and intellectual image. In the commercial, he appears as a single-person household living alone or a busy office worker, emphasizing the practicality of frozen lunch boxes. Rather than just a model, the way he cooks, takes out his lunch box, and admires it makes him think, 'I want to eat like that, too.' His natural appearance in everyday life effectively conveys the message of 'a simple yet delicious meal,' which is ONTHEGO's brand philosophy.



3. Advertising composition: storytelling and visual elements

This advertisement is not just a product introduction, but it is composed like a short drama. With the narration, "Today is a busy day, when you need a proper meal," the scene of opening the freezer and taking out the lunch box in a tired daily life evokes sympathy among many office workers and people who eat alone. Luxurious colors, warm lighting, and close-ups of food visually emphasize the quality and taste of the product. It is excellent in directing to make it look like real food, and it stands out in that it captures micro-moments and creates a realistic picture.

4. USP (differentiation point) emphasis on the product

The advertisement emphasizes various menus, luxurious ingredients, and balanced nutritional composition of ONTHEGO's frozen lunch box. Like the line, "This is not a frozen meal, but a real meal," it focuses on breaking the prejudice that frozen food is not delicious. In addition, information such as cooking time and use of domestic ingredients, which can be completed in only 4 minutes in a microwave, is naturally exposed through subtitles or narrations, drawing trust from consumers.

5. the main consumers targeted by advertising

The advertisement is clearly targeted at single-person households in their 20s and 40s, busy office workers, and consumers who have difficulty preparing meals. It particularly appeals to those who prefer an urban and sensual lifestyle but do not give up their health and taste when it comes to meals. Park Jung-min's simple and realistic acting and narration, coupled with the emotions of these target groups, greatly influences the purchase transition.


6. Brand Reliability and Persistence Strategy

The figure of 12 million sales acts as an indicator of continuous purchases and brand loyalty, not a one-time event. Advertisements focus on delivering messages based on long-term brand trust, rather than short-term events or price promotions. In particular, it shows the possibility of long-term collaboration with actor Park Jung-min, and I can feel the strategy to strengthen the authenticity and consistency of the brand.

Finishing: Warm Advertising Connecting Consumers and Brands

"ONTHEGO" goes beyond just a frozen lunch box to build an image of "one convenient meal" that is essential for modern people's lives. The advertisement makes a strong impression by delivering a sincere message that touches consumers' real lives. The scene that ends with Park Jung-min's warm smile induces natural behavior, "Should we solve tonight's dinner with ONTHEGO?" and deserves to be evaluated as a successful advertising case.