1. Advertisement concept and message
The ‘Tight and Tight!’ MV featuring Kiwi Brothers and AKMU’s Lee Su-hyun is a music video-style advertisement that emphasizes the freshness and healthiness of Zespri kiwi. This advertisement symbolically expresses the energy and nutrition that kiwi is full of, and conveys a lively and healthy lifestyle to consumers.
The main message is “Tight and Tight!”, which means to fill your day with nutrients full of kiwi. The vitamin C, dietary fiber, and antioxidant components of Zespri kiwi are emphasized, and the purpose is to encourage simple yet healthy eating habits especially for busy modern people.
The participation of AKMU’s Lee Su-hyun makes it approachable for the younger generation, and the creative marketing strategy that combines music and video stands out.
2. Music video style and direction
The ‘Tight and Tight!’ MV captures the attention of viewers with its bright and cheerful visuals and catchy melody. With a directing style that combines animation and live action, the interaction between the character Kiwi Brothers and the actual singer (Lee Su-hyun) provides unique fun.
Color tone: To emphasize freshness, the natural colors of kiwi, such as green and yellow, were used as the main colors.
Character design: Kiwi Brothers are cute and round, creating visual interest.
Choreography and lyrics: The exciting choreography, along with the refrain of "Tight and Tight!", effectively conveys the message of the advertisement.
These elements combine to strengthen the brand image of Zespri Kiwi and leave a positive impression on consumers.
3. Role of AKMU Lee Su-hyun and brand effect
AKMU's Lee Su-hyun participates as the main vocalist in this advertisement, and her unique tone and friendly image enhance the completeness of the advertisement. In particular, she has a strong influence on the MZ generation (Millennials & Generation Z), contributing to the expansion of Zespri Kiwi's target.
Musical appeal: Lee Su-hyun’s voice blends well with the cheerful atmosphere of the advertisement, creating addictiveness.
Fandom effect: AKMU’s fans naturally became interested in the advertisement, and the brand promotion effect was amplified.
Targeting the younger generation: Lee Su-hyun’s participation was optimized for the advertisement strategy targeting people in their 20s and 30s.
Through this, Zespri was reborn as a trendy and fun brand, breaking away from the traditional health food image.
4. Zespri’s marketing strategy
Zespri is a global Kiwi brand that has been continuously carrying out creative marketing in the Korean market. This ‘Tight and Tight!’ campaign contains the following strategies:
(1) Entertainment marketing
Combining music and advertising to encourage consumer participation.
Produced content that can be shared on digital platforms such as YouTube and SNS.
(2) Character marketing
Brand awareness was increased by utilizing the animated character Kiwi Brothers.
The possibility of additional character merchandising or storytelling expansion was left open in the future.
(3) Reflecting Health Trends
In line with the growing health awareness among modern consumers, the nutritional excellence of kiwifruit was emphasized.
Simple consumption methods (such as smoothies and salads) were suggested to enhance practical applicability.
These strategies contributed to further solidifying Zespri's position in the Korean market.
5. Consumer Response and Performance
The "Tight and Tight!" MV garnered significant attention following its release, with key reactions including:
Social Media Trends: Many users shared the video with the hashtags #Zespri and #ZSP.
Music Response: The music video for the commercial gained popularity, ranking high on various music streaming sites.
Increased Brand Awareness: Positive perceptions of Zespri kiwifruit increased among younger consumers.
Through this, Zespri successfully connected with consumers through creative marketing that broke away from traditional advertising formats.
6. Conclusion: Conditions for a Successful Brand Campaign
The "Tight and Tight!" commercial became a successful marketing campaign due to the following factors:
Creative content: A fresh approach utilizing music and animation.
Using appropriate creators: Maximizing target audience engagement with AKMU's Lee Su-hyun.
Clear message: Communicating the nutritional value of kiwifruit in an easy and fun way.
Digital-friendly strategy: Effective dissemination through social media and YouTube.
Through this campaign, Zespri created a lasting connection with consumers by offering a fun brand experience that goes beyond healthy food. This marketing strategy, incorporating entertainment, is expected to continue.
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