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1. Campaign Overview: The Venti X G-Dragon Targets Premium Smoothies Market
In the summer of 2024, premium coffee franchise The Venti teamed up with global K-pop artist G-DRAGON to introduce its new beverage lineup, Good Drink – DRAGON SMOOTHIE COLLECTION.
"Good Drink" is a project designed to transform and enhance the brand's image, not just a beverage, and is part of a marketing strategy aimed at Gen Z and millennials by actively utilizing G-Dragon's unique image with both popularity and artistry.
2. Product Concept: Sensuous Naming and Emotional Stimulus Color
"DRAGON SMOOTHIE COLLECTION" consists of three types of smoothies, each with a clear identity centered on colors such as "Red," "Yellow," and "Blue."
These configurations relate to G-Dragon's identity, and convey an intense yet emotional image.
Red: It symbolizes energy and passion, and emphasizes the refreshing taste with a combination of strawberries and berries
Yellow: Bright and creative, emphasizing the softness of tropical fruits such as mangoes and bananas
Blue: Expressing coolness and mystery, it delivers deep taste with a combination of blueberries and yogurt
Each product is interpreted as a creation containing "artistic inspiration," not just a beverage, and shows sensuous production linked to G-Dragon's music, fashion and performance.
3. Advertising Visuals: Breaking the Boundaries between Art and Brand
The advertising videos and posters for this campaign are not just a form of commercial advertising, but are organized like a piece of exhibition work.
The G-Dragon is styled to each smoothie color, creating an avant-garde atmosphere in a background consisting of sensual lighting and color gradation.
In particular, G-Dragon's unique expressionless yet intense gaze processing, iconic hand gestures, and minimal but luxurious set design completed visuals that satisfy both popularity and artistry.
This not only boosted the brand image, but also played a major role in making the advertisement itself consumed as a single content.
4. Music and Message: Containing the Philosophy of G-DRAGON
The advertising background music is known to have been written and directed by G-Dragon himself, with rhythmic electronic drums topped with dreamy synth sound, completing the overall advertising atmosphere with more sophistication.
Music and videos are centered around the message "Drink your own color," reflecting the values of the MZ generation, which respect individual individuality and diversity.
In addition, G-Dragon's direct narration of the phrase "It's not just a smoothie. It's my color."—which raises the product's immersion, while also capturing fans' high immersion with G-Dragon's unique philosophy of self-expression.
5. Consumer Responses and Brand Effects
Shortly after the campaign's release, proof shots against the backdrop of smoothies were explosively shared at the The Venti store and on social media, especially Blue Smoothies, which are called "G-Dragon Smoothies" and have gained huge popularity among the MZ generation.
Thanks to the campaign, the company has been able to upgrade its brand image as well as significantly expand the influx of younger consumers.
G-Dragon's influence is not just a promotional model, but it is said to have played a decisive role in building the product's own identity through its role as a "collaborator artist" with the brand.
6. Conclusion: Ideal Synergy between Brand and Artist
The "Good Drink – DRAGON SMOOTHIE COLLECTION" by The Venti x G-Dragon is an example of a new advertising trend called "branding art" beyond just star marketing.
It is analyzed as an ideal example of providing an emotional experience to consumers by combining a practical product called a beverage with an artistic identity and strengthening the competitiveness of the brand.
Beyond the advertising model, G-Dragon has proven itself as a true creative partner, and The Venti has taken this opportunity to redefine their brand identity.
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