PRIMROSE Nahyun AD, Starbucks FIZZIO

1. Advertisement Overview and Campaign Background The advertisement campaign using Starbucks' RTD (Ready-to-Drink) beverage, Fizzio, and model PRIMROSE Nahyun is a marketing strategy targeting young consumers. Fizzio is a refreshing carbonated beverage that was released especially for the summer season. PRIMROSE Nahyun is a popular influencer and model among the MZ generation, and her fresh and trendy image fits well with the concept of Fizzio. This advertisement emphasizes Fizzio's carbonation and fruit flavor with the main message of "refreshing" and "energy." In particular, it was exposed as short and intense video content through social media and TV commercials, and was also spread online through the hashtag campaign (#Fizzio_refreshing). 2. Target Analysis: MZ Generation Strategy The main target of this advertisement is the MZ generation in their 20s and 30s, who are active on SNS and sensitive to trends. PRIMROSE Nahyun's casting was appropriate be...

Squid Game, Im Si-wan Kolmar Advertisement

Hello, this is Korea advertising.

1. Opening - “The products we use are all made by Kolmar!”

The commercial begins with Im Si-wan talking to his friends. Im Si-wan confidently tells them that all of the cosmetics, health functional foods, and medicines that his friends use are “made by Kolmar.” This introduction is a planning point that naturally introduces Kolmar’s B2B corporate image in a language familiar to consumers.

Im Si-wan character: He plays a role in explaining Kolmar with a friendly and smart image, and contributes to increasing the credibility of the commercial.

Conversational structure: The friends’ reactions of “Really?” and “That’s Kolmar too?” represent the viewers’ reactions, and naturally focus on delivering brand information.

2. Cosmetics - “This lip balm, the sunscreen I use is also made by Kolmar?”

Im Si-wan uses the lip balm and sunscreen that his friends use to explain how deeply products made by Kolmar are embedded in our daily lives.

Point: As an ODM (Original Development Manufacturing) company, Kolmar emphasizes that it develops and manufactures products for numerous cosmetic brands.

No Brand Exposure: By not mentioning the actual brand name, it emphasizes its role as a fair and secure B2B manufacturer.

Familiarity: It creates intimacy with consumers by saying, “That product you use is actually made by Kolmar.”



3. Pharmaceuticals - “Is that cold medicine made by Kolmar too?”

When Im Si-wan sees his friend taking cold medicine, he says, “That’s also made by Kolmar.”

Emphasizes Expertise and Trust: Kolmar is actively engaged in the pharmaceutical manufacturing field, which is not well known to general consumers, and it emphasizes that it is a company that strictly adheres to standards and quality in the manufacturing of pharmaceuticals.

Kolmar’s Scalability: It naturally reveals Kolmar’s scale by emphasizing its manufacturing technology that encompasses various fields such as health functional foods and pharmaceuticals, not just cosmetics.

4. Health functional foods - “Is this jelly made by Kolmar too?” 

Im Si-wan says that Kolmar also makes this product while looking at the **health functional food jelly (e.g. vitamins, probiotics, etc.)** that his friend is eating.

Introducing various formulations: Kolmar naturally conveys that it has the technology to manufacture various forms of health functional food such as tablets, capsules, jelly, and powder.

Trendyness: It conveys the message that Kolmar can also respond to the recent trend of **“health functional food that tastes good”**, and appeals to the younger generation.

Kolmar’s R&D capabilities: It emphasizes that it is not a simple OEM, but a company that is responsible for the entire planning-research-production process that meets consumer needs.

5. Conclusion - “Made by KOLMAR”

Im Si-wan emphasizes Kolmar’s role once again by saying, “Kolmar is a company that makes products behind the brand.” The advertisement ends with a message of trust, **“If it’s a product made by Kolmar, you can use it with confidence.”

Reinforcement of the brand message: The slogan “Made by KOLMAR” summarizes Kolmar’s reason for existence and value.

B2B company branding success story: The ‘company name’ rather than the brand may be unfamiliar to general consumers, but this advertisement succeeded in imprinting the name “Kolmar” on their minds.

Im Si-wan’s final narration is trustworthy and warm, and makes the impression of the advertisement even better.

Comprehensive explanation

This advertisement is a case that made Kolmar a B2B manufacturer more widely known. It contributed greatly to raising brand awareness by presenting the fact that the company behind the products that consumers frequently use is ‘Kolmar’ in a fun and cheerful tone. It is also notable for appropriately utilizing Im Si-wan’s favorable image to simultaneously convey information and immerse oneself in emotions.