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1. Campaign Overview: The Beginning of Angel-in-us X Lee Jun-hyuk Collaboration
In the summer of 2024, Angel-in-us released a new seasonal menu, Americcino Crush, and released an advertising campaign featuring actor Lee Jun-hyuk as a model. It garnered much attention for its emotional and stylish visuals that set it apart from existing coffee advertisements, and delivered a new brand message that expressed the harmony of coffee and Crush (icy drink).
Lee Jun-hyuk's unique chic yet warm image naturally blended with the concept of Americcino Crush, generating curiosity and positive perception of the product. This campaign went beyond simple product promotion and focused on strengthening the brand's emotion and style.
2. Americcino Crush: Synergy of Product Concept and Taste
Americcino Crush is a summer limited menu that contains the harmony of Americano and Crush (icy slush), as its name suggests. This product is a product that allows you to enjoy the flavor of coffee while quenching your thirst in the hot summer with the addition of deep and rich Americano to the cool and refreshing crush base.
The product design also stimulated the emotions of young consumers by utilizing refreshing colors and minimal cup patterns suitable for summer. In the advertisement, Lee Jun-hyuk powerfully conveyed the refreshing feeling of drinking Americcino Crush with just his eyes and facial expressions, effectively expressing the core value of the product.
3. Lee Jun-hyuk's charm and advertisement direction
Lee Jun-hyuk is an actor who has recently been gaining attention for his bold acting and deep character interpretation in various dramas and movies. Angel-in-us decided to hire him as a model because they thought his trustworthy and sophisticated image would go well with the brand's premium coffee line.
The advertisement captures Lee Jun-hyuk enjoying a moment of leisure while drinking Americcino Crush in a summer city setting. The combination of his sweaty forehead, ice crystals in the transparent beverage, and deep coffee colors completes the sensual visual beauty. The commercial music is also a jazzy sound with a midi tempo that captures the rhythm of summer, further enhancing the overall atmosphere.
4. Brand image enhancement and consumer response
This commercial went beyond simple SNS virality and greatly contributed to improving the actual brand image. Consumers gave positive reviews, saying things like, “It doesn’t seem like a coffee commercial,” “Lee Jun-hyuk and the drink go well together,” and “The visual beauty is artistic.”
In addition, the Americcino Crush product quickly sold out in major stores nationwide immediately after the commercial aired, proving the high interest of consumers. In particular, the commercial video was reproduced as a parody and remix on TikTok, Instagram, YouTube Shorts, etc., especially among the MZ generation, and had a spontaneous promotional effect.
5. Conclusion: A new direction for brand marketing
[Angel-in-us X Lee Jun-hyuk]’s Americcino Crush campaign is evaluated as a case that elaborately targeted the point of contact between brand identity and consumer emotions, going beyond simply using celebrity models. The weight of Lee Jun-hyuk's image and the value of 'leisure in the city' pursued by the coffee brand were effectively incorporated into the entire advertisement, which ultimately contributed to not only product sales but also increased brand loyalty.
It seems that emotional approaches and content-centered marketing strategies will continue to be attempted by various brands in the future, and Angel-in-us is raising expectations for future seasonal product marketing through this success.
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