1. Advertising Overview: "Jjachelin" Campaign Emphasizing the KICK of Dark Black Bean Noodles
Ottogi used mixed martial arts fighter Choo Sung-hoon, who features a strong impression and a powerful image, as a model to promote its new jjajangmyeon product, 'Jjajangmyeon.' The slogan "Jjajangmyeon with different kick" goes beyond simple taste differences and is a symbolic expression of 'strong and differentiated taste', which intuitively conveys the brand identity of jjajangmyeon.
The advertisement combines the luxuriousness of the naming 'Jjachelin', pleasant wit, and the powerful image of Chu Sung-hoon to arouse laughter and curiosity.
2. Significance of Model Selection: Brand Power of 'Choo Sung-hoon'
It is clear why Ottogi chose Choo as a model. Choo is a well-known mixed martial artist at home and abroad, and he has secured friendly and pleasant images at the same time through recent entertainment programs.
His charismatic and firm appearance goes well with the expressions "dark taste" and "Kick" and creates an intense and confident brand impression for consumers.
In particular, in the advertisement, Choo Sung-hoon visually conveys the "powerful shock of the dark taste" through a description that seems to fly a strong kick after eating jjachelin, and builds an energetic and hot product image beyond simple ramen advertisements.
3. Slogans Analysis: "Jjachelin with different Kick"
The expression "Kick is different" has a double meaning.
The Kick of the Martial Arts – an image that suggests Chu's major and reminds the viewer of strength and a sense of hitting.
Kick of Taste – The word 'kick' often used in cooking means 'the intense point of taste' or 'the pungent flavor of the tongue.'
As such, the advertisement wittily expresses the strong taste, deep taste, and differentiated taste points from existing black bean noodles, and utilizes materials that are easy to be "meme" centered on the younger generation.
4. Composition and direction of the video: harmony of humor and impact
Advertising videos are designed to make short but strong impressions. The main scene compositions are as follows.
Chu Sung-hoon's charismatic appearance with tense background music
Scene of tasting Chaplin – visualizes **"Deep flavor of dark black bean"** with slow motion processing
Directing "One Shot Kick" by Choo Sung-hoon – Intuitively expresses the intensity of the taste of Chaplin
Ends with the last phrase of "Jjachelin with a different kick" and product image
This configuration effectively conveys the characteristics and identity of the product in a short period of time, leaving consumers with both fun and impressions.
5. Product Positioning and Target Marketing
As the name suggests, "Jjajangmyeon" is a name conceived by a Michelin guide and is based on the concept of luxurious black bean noodles.
However, rather than being too serious or luxurious, advertisements are aimed at young people and SNS users by approaching them in a fun and energetic way.
This strategy goes beyond just product promotion and expects the effect of simultaneous increase in brand awareness and favorability.
6. Consumer response and online proliferation
As soon as the advertisement was released, it became a hot topic among many netizens.
"Jjachelin has a real kick!"
"It tastes as strong as Choo Sung-hoon's kick."
"It's not black bean sauce, it's some kind of mixed martial arts."
Such a response is a very positive sign in that consumers enjoy advertising concepts and voluntarily spread content. Short parody videos related to advertisements are also being created on SNS such as YouTube, Instagram, and Twitter using hashtags such as "#JjachelinChallenge."
7. Conclusion: Ottogi's Witty Advertising Strategy
"Jjachelin with different kick of thick black bean paste" is a successful advertising campaign that highlights the taste and character of the product at the same time and utilizes the brand's personality.
Ottogi visually conveyed the intensity and personality of Jjachelin through an appropriate model called Chu Sung-hoon, which succeeded in creating a pleasant consensus with consumers.
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