Hello, this is Korea advertising.
1. Background of the Advertisement: Twenty, the Beginning of Adulthood
The advertisement focuses on the important turning point in life called ‘twenty.’ In Korean society, twenty is the time when one becomes a legal adult and is allowed to drink. The advertisement emphasizes the symbolism of this point and emotions such as excitement, tension, and unfamiliarity. In the midst of emotions where excitement and responsibility of becoming an adult intersect, the ritual of ‘first drinking’ is considered a meaningful first experience for the younger generation in Korea.
Condition naturally blends into this symbolic ‘first drinking.’ It conveys the message that “now that you are an adult, there are many things to take care of,” and introduces Condition as a new routine of life. In order to start drinking without regrets, it clearly positions ‘Condition for the first drinking.’
2. Advertisement Model: Haewon’s Image and Synergy
The main character of this advertisement is **Haewon**, a rookie actress and former idol trainee. He is a character who fits very well with the symbolism of being 20 years old with his fresh and youthful image. Haewon is actually in her early 20s, and naturally expresses the emotions of a ‘real 20-year-old’ in the advertisement.
Haewon’s bright and healthy image, as well as her cautious yet exciting atmosphere, fit well with the brand’s message. The advertisement realistically depicts Haewon drinking for the first time, while at the same time adding a witty scene of her taking care of her condition to increase persuasiveness. Haewon’s natural acting induces empathy from the viewer, saying, “I was like that too,” and reduces the distance with young consumers.
3. Narrative structure centered on emotion
The advertisement does not simply promote a product, but is delivered as a ‘story’. The story unfolds around a specific situation called ‘the first drinking party’, and includes conversations with friends, atmosphere, laughter, and caution. ‘Condition’ naturally appears in such an atmosphere.
This approach imprints the brand as ‘part of the experience’ rather than a ‘product’. The scene of drinking Condition with the phrase “So that you can smile tomorrow too” in the latter half of the commercial emphasizes the brand’s core function (hangover prevention) while leaving an emotional aftertaste.
4. Brand Message: ‘Condition is the beginning of drinking’
This commercial goes beyond a simple hangover relief drink and contains the message of ‘responsible drinking culture.’ In the beginning of the commercial, the character is shown nervously drinking with the words “I’m an adult now,” in the middle, having fun with friends, and at the end, preparing for tomorrow while taking care of his condition.
This flow naturally conveys the message that condition is the first step to starting self-management. It also contains an educational meaning that we should drink while taking care of our condition from the beginning, rather than simply drinking a lot to relieve our hangover. This is a positive social message as well as an improvement in the brand’s image.
5. Advertising direction, music, and colors
The commercial uses warm and emotional colors throughout. Scenes featuring cherry blossoms, sunshine, campus, and laughter with friends maximize the fresh feeling of being in your twenties. The background music is also composed of a calm yet emotional melody. It enhances the brand’s emotional appeal when combined with Haewon’s narration.
In particular, the part where Haewon drinks Condition and says, “Did you take good care of your Condition?” in the close-up scene briefly but strongly imprints the product’s main function. This is a directing that effectively conveys the core message of the advertisement through both visual and auditory means.
6. Consumer Response and Viral Effect
This advertisement quickly spread to the younger generation through various platforms such as SNS and YouTube. Along with comments such as “I did that too” and “It’s a good sense to take care of your Condition at your first drinking party,” Condition was often mentioned as a gift item for twenty-year-olds in real life.
In particular, Haewon’s fans and young consumers naturally created a viral effect by parodying or sharing the lines or atmosphere in the advertisement, which led to increased brand loyalty. The advertisement itself became a ‘meme’ and increased product awareness and favorability.
In this way, the advertisement “First Drinking Party at Age 20, with Condition” is evaluated as a successful campaign that exquisitely combines emotion and message. The strategy that considered forming a rapport with the younger generation and the social message of responsible drinking is an excellent reference case for other brands in the future.
.jpg)