Learn about Binggrae Yomamtte Hearts2Hearts advertising
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Advertisement Summary: "We are all living in our own refreshing times"
Binggrae's yogurt brand 'Yomamtte' is a product that conveys both freshness and youthful emotions. This advertisement, 'Hearts2Hearts', released in 2024, is composed around 'the moment when hearts touch' as its name suggests, stimulating the emotions of the MZ generation and the excitement of the season at the same time. The advertisement captures small but special moments that can be felt in the daily lives of young people with delicate visual beauty, and strengthens the brand identity through a natural connection with the Yeomamtae product.
Advertisement Composition: 3-stage composition of youth, emotion, and connection
1. Capturing the moment of youth
The beginning of the advertisement begins under warm sunlight. Young people are spending their time in settings that we might pass by in our daily lives, such as campuses, alleyways, and parks. Scenes of chatting with friends, listening to music alone, or sending messages to someone may not seem special, but they are moments that everyone can relate to. These scenes metaphorically express our ‘this time of year’.
2. Conveying emotions – Hearts2Hearts
In the middle part, there are moments when different characters accidentally make eye contact or connect through small actions. Scenes such as sharing earphones, picking up dropped notes, and sitting on the same bench unfold. All of these situations symbolically express the exchange of emotions along with the message of ‘Hearts2Hearts.’
The emotional line of the advertisement is further emphasized through soft background music and slow motion effects, and it conveys the brand’s message that each person’s ‘this time of year’ is not just personal, but can be a ‘shared moment’ that influences each other.
3. Refreshing ending – Emotions leading to this time of year
The last scene ends with everyone drinking this time of year yogurt together and smiling. It is not just a scene of eating a product, but a structure where the freshness of this time of year is connected to the freshness of youth in a natural production where emotions are exchanged.
The narration, “We are all living in our own refreshing times,” conveys a hopeful message that while respecting each person’s life and emotions, there are emotions that everyone can share through small connections.
Brand Message Analysis: Yomamtte = ‘The excitement of this moment’
Through this advertisement, Binggrae is trying to establish itself as an emotional icon that captures ‘the emotions of this moment’, beyond being a simple yogurt brand. In particular, it incorporates the linguistic characteristics of the brand name ‘Yomamtte’ throughout the advertisement, increasing product awareness while inducing emotional empathy.
‘Yomamtte’ represents the emotions of spring and early summer among the four seasons, and goes perfectly with the image of youth in the advertisement. Viewers do not simply consume products through the advertisement, but rather perceive it as an experience to feel and share ‘my own Yomamtte’.
Advertising Effect and Strategic Significance
Binggrae has achieved great results with its existing advertising strategies that emphasize emotional intimacy, such as banana-flavored milk and Super Cone. This ‘Yomamtte’ advertisement successfully branded the product with emotional language, reflecting the tastes of the MZ generation, who are accustomed to emotional content.
In addition, the emotional visual beauty and shareable music and visuals that are designed to spread on SNS and digital platforms provide room for spontaneous consumer content creation (UGC).
Conclusion: ‘Yomamtte’ is not a product, but an emotion
Binggrae’s ‘Yomamtte – Hearts2Hearts’ advertisement goes beyond simple yogurt and warmly and delicately conveys the message that ‘my own moments’ can be cherished and shared with others. This advertisement accurately captures the emotional knot with the keywords ‘freshness’ and ‘connection’, and creates brand value that goes beyond the product.