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1. “Goodbye to the Enemy Sweet Potato!”
This subtitle serves to point out and move past consumers’ existing negative perceptions of sweet potatoes.
Empathy: The expression “Enemy” is a Korean expression of emotion that humorously expresses inconveniences in daily life. It represents complaints about sweet potatoes that are hard to peel, tough, and choking.
Prologue to product introduction: By highlighting existing inconveniences, it serves to highlight the need for solutions (new products) that will appear later.
2. “The taste you used to eat at the jjimjilbang, now at home!”
This subtitle stimulates nostalgia for the product through an emotional approach.
Nostalgic marketing: The roasted sweet potatoes eaten at the jjimjilbang are familiar memories to many Koreans. The fact that this experience can be easily enjoyed at home conveys both emotional appeal and practical value.
Emphasis on convenience: It implies that the product is easy to cook or can be easily heated in a microwave.
3. “Soft and sweet even when eaten with the skin~”
This subtitle emphasizes the quality and texture of the product.
Emphasizes differentiation: Sweet potato skins are usually perceived as tough and tasteless, but by expressing it as “soft enough to eat with the skin,” this product emphasizes its superior quality.
Health image: The skin contains healthy ingredients such as dietary fiber, so the fact that you can eat it also gives it the image of a healthy snack.
4. “A revolution in the sweet potato world! A real big change!”
This subtitle is the core slogan of the advertisement, emphasizing the originality and innovation of the product.
Use of hyperbole: Words such as “revolution” and “big change” give the advertisement a strong impact and encourage consumers to remember it.
Fun of the format: The spacing of “big change” reads like a pun and induces laughter, and it also works well as a phrase that goes well with SNS or viral marketing.
Suitable for product rebranding: This is a strategy to break the stereotype of sweet potato products and target new consumer groups, especially the younger generation.
5. “OK for children’s snacks and mom’s diet snacks!”
This subtitle highlights the diversity of the consumer group and reveals a strategy for target expansion.
Family-centered marketing: The message that it is suitable for both mothers and children emphasizes health and safety.
Positioning as a diet food: Sweet potatoes are popular as a diet food because they have a low GI index and provide a feeling of fullness. This is used to appeal to consumers who are on a diet.
6. “100% domestically produced, trustworthy”
This subtitle emphasizes reliability.
Emphasize domestic ingredients: This is a factor that builds trust for Korean consumers who are sensitive to the country of origin.
Strengthening safety and quality: Domestically produced products have a positive image in terms of freshness, hygiene, and quality, which helps increase product reliability.
Conclusion
The advertisement ‘My Sweet Potato, the Enemy!’ is a case that humorously criticizes the inconveniences of sweet potatoes while charmingly reinterpreting them by combining various elements such as improved taste, quality, convenience, health, and emotion. It can be seen as an advertisement that successfully conveys the advantages of the product in a sensual way and elevates a familiar food in everyday life into a special snack. This can be said to be a strategic communication that redefines the value of the brand beyond a simple sweet potato product.
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