Hello, this is Korea advertising.
1. “Even Young-woong tried it and changed!”
This phrase is the core slogan of the advertisement. Based on the popularity and trustworthiness of the person named Lim Young-woong, it conveys the message that the product is something he personally experienced and chose.
The expression “I tried it and changed it” gives a natural feeling, like a satisfied consumer after an actual experience. This phrase is effective in arousing curiosity in viewers, saying, “I want to try it too.”
2. “Ingredients full of sunlight, filled with sunlight”
This phrase, which is used as a product name and brand slogan, emphasizes the warm and natural image of “Haessaldameun(Sun-kissed)”
The brand name “Haessaldameun” evokes nature, health, and honesty, and contains the philosophy of taking responsibility for the healthy eating habits of consumers. It also matches well with Lim Young-woong’s clear and gentle image.
3. “You want to share good things with others, right?”
This phrase, delivered with Lim Young-woong’s signature warm voice and facial expression, leads to emotional empathy. Rather than simply promoting a product, it approaches with a suggestion to ‘share a good experience together’ and stimulates emotions.
This expression reminds us of a warm meal shared with family and friends, and aims to connect empathy and relationships beyond purchase.
4. “Those who know the truth make different choices”
This sentence, based on the genuine image of Lim Young-woong, emphasizes the **‘wise choice’ of consumers.
The advertisement clearly shows the difference from other brands by presenting standards for quality and value, not just taste or price. Lim Young-woong is portrayed as someone who actually knows the ‘truth’, giving consumers trust.
5. “Haessaldameun, Lim Young-woong’s Choice”
This copy concludes the entire advertisement and combines the trust of the brand and the model. The phrase ‘Lim Young-woong’s Choice’ summarizes all the messages appearing in the advertisement while giving consumers strong confidence.
It feels like someone is recommending a product that has already been verified, and can have a positive effect on purchasing behavior.
Summary of advertising strategic points
Image alignment between model and brand: Lim Young-woong has a clean and warm image, which matches very well with the values pursued by the Haetsaldam(Sun-kissed) brand (honesty, nature, health).
Experiential message: The expression “I tried it and changed it” is an indirect experiential marketing technique that instills trust in the product in consumers.
Emotional approach: Phrases such as “I want to share good things with others” increase brand loyalty through emotional appeal that goes beyond simple advertising.
Inducing consumer behavior: The expression “a person who knows the truth” stimulates consumers’ self-esteem and induces purchase decisions.
In this way, the ‘Haetsaldam’ advertisement goes beyond simple product introduction and forms an emotional bond with consumers by intricately connecting the reliability of the model Lim Young-woong and the brand message. The subtitles of each advertisement contribute to moving consumers’ hearts, which has a significant impact on actual purchase rates and increased brand awareness.
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