Learn about Binggrae Yomamtte Hearts2Hearts advertising

Hello, this is Korea advertising. Advertisement Summary: "We are all living in our own refreshing times" Binggrae's yogurt brand 'Yomamtte' is a product that conveys both freshness and youthful emotions. This advertisement, 'Hearts2Hearts', released in 2024, is composed around 'the moment when hearts touch' as ​​its name suggests, stimulating the emotions of the MZ generation and the excitement of the season at the same time. The advertisement captures small but special moments that can be felt in the daily lives of young people with delicate visual beauty, and strengthens the brand identity through a natural connection with the Yeomamtae product. Advertisement Composition: 3-stage composition of youth, emotion, and connection 1. Capturing the moment of youth The beginning of the advertisement begins under warm sunlight. Young people are spending their time in settings that we might pass by in our daily lives, such as campuses, alleyways, and parks...

MEOVV Ella AD, Chilsung Cider Zero

"What's my ZERO PICK these days? The most delicious zero, Chilsung Cider Zero!"

This advertisement is a campaign planned to promote "Chilsung Cider Zero," a zero-calorie product of Korea's representative carbonated beverage brand 'Chilsung Cider'. The advertisement models Ella from the new girl group MEOVV and Jeong Seung-je, Korea's representative math instructor, appeared, capturing attention with their unique combination.

1. Advertisement concept and message

The slogan "Jelly delicious zero" emphasizes that Chilsung Cider Zero is "zero calories but tastes the best." This strongly appeals to consumers who are trying to reduce sugar intake in line with the recent health trend, while conveying the reliability of maintaining the refreshing and cool taste of the original Chilsung Cider.

"Zero calories, but full of flavor": Emphasizes that consumers who are on a diet or managing their blood sugar can enjoy it without burden.

"100% refreshing, 0% sugar": A message that maintains the special features of existing cider while also taking care of health.


2. Appropriateness of model casting

(1) MEOVV Ella - Symbol of youth and energy

Ella of the new girl group MEOVV perfectly matches the image of Chilsung Cider Zero with her refreshing visuals and lively energy.

Targeting the young generation: A strategic choice to attract the attention of the MZ generation (Millennials + Generation Z).

SNS influence: Inducing the natural spread of advertising content on Ella's Instagram, TikTok, etc.

Refreshing visuals: In the advertisement, Ella proves the taste of the product by drinking the refreshing Chilsung Cider Zero and exclaiming, "Is this really Zero?"

(2) Teacher Jeong Seung-je - A combination of trustworthiness and humor

EBS's representative math instructor Jeong Seung-je increases the trustworthiness of the advertisement with the image of "trustworthy and watchable" while also evoking laughter with unexpected casting.

"Zero calories, but plus grades!" humorous commentary to target students and parents.

Emphasizes everyday synergy such as "When you get tired of solving math problems, take a sip of Chilsung Cider Zero."

Reduces the aversion to zero drinks among middle-aged and older people with the phrase "Taste that even Teacher Jeong Seung-je approves of."

3. Advertisement composition and production

(1) Ella version - refreshing and cool edition

Ella promotes the product by drinking Chilsung Cider Zero against a cool wave background and saying, "It's the same tangy taste, but zero calories?"

Adds dance performance to increase the interest of the video advertisement.

(2) Jeong Seung-je version - humor and trust edition

In the classroom set, Teacher Jeong Seung-je drinks Chilsung Cider Zero and says, "A sip before solving a problem makes my head clearer!" to create an image of enhanced concentration.

Elicits empathy from parents by saying, "Since it's zero calories, students can drink as much as they want."

4. Target audience and marketing effects

Main target audience: Health-conscious consumers in their 10s and 30s + students under academic stress.

Additional target audience: Middle-aged consumers who need to reduce sugar intake due to diabetes, etc.

Expected effects:

Increased advertising influence through the combination of Ella's fandom and instructor Jeong Seung-je's support base.

Provided an opportunity to break the prejudice that "zero drinks = tasteless."

Increased Chilsung Cider Zero's share in the existing carbonated beverage market.

5. Differentiation strategy compared to competitors

Emphasized the refreshing nature of the "cider" category compared to Coca-Cola Zero and Pepsi Zero.

Increased advertising memory through the unique combination of famous people.

Appealed to both men and women through the combination of "math instructor + idol."

6. Expected advertising response

"I bought it thanks to Ella!" (Younger generation)

"I'm relieved that even instructor Jeong Seung-je drinks it." (Parents)

"It's really delicious! It's no different from regular Chilsung Cider!" (Consumers trying zero drinks for the first time)

Conclusion: Why is this ad getting attention?

This ad captured the attention of various age groups by combining the trendiness of MEOVV Ella and the reliability of instructor Jeong Seung-je while conveying the message of "zero drinks that have both taste and health." In particular, it was successful in focusing on breaking the prejudice that "zero drinks = tasteless." It is expected that Chilsung Cider Zero will be able to establish itself as the "ZERO PICK" of health-conscious consumers in the future.