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...

Papa John's! IVE also picked American premium pizza advertisement

1. IVE X American Premium Pizza: A Fantastic Collaboration

The meeting between K-POP's representatIVE girl group IVE and 'American Premium Pizza' goes beyond a simple advertising model contract and has become a cultural content. IVE is a representatIVE icon with great influence on the MZ generation, and it exquisitely blends with the brand identity of 'American Premium Pizza', which has a trendy and luxurious image.
In the advertisement, the IVE members enjoy pizza with their own unique charms and confidently shout the slogan, "It's delicious!", which simultaneously represents the brand's pride and consumer satisfaction. The synergy between IVE's image and the premium concept of pizza further enhances the perfection of the advertisement.

2. The addictIVE impact of the slogan "It's delicious!"

The core of the advertisement is definitely the short and intuitIVE slogan, "It's delicious!" This sentence has a simple yet powerful appeal, and the more it is exposed to viewers, the more it becomes deeply engraved in their memories. In particular, the members of IVE say this line with various intonations and facial expressions to match each character, leading consumers to follow along easily. This acts as an element that strengthens the viral effect of the advertisement, and in fact, hashtags such as ‘#맛있다잖아요챌린지’ became popular on SNS. The strategy of simultaneously increasing brand awareness and favorability with just one slogan worked successfully.


3. Visual production: Harmony of luxury and lIVEliness

The advertisement video is composed of sophisticated production and color sense reminiscent of a music video. The rich toppings of the pizza, the texture of the cheese, and the rich crust are vividly captured in close-up shots, stimulating the viewers’ taste buds.
In addition, the costumes and stage concept of the IVE members exquisitely match the ‘premium’ image that the brand pursues. It expresses a luxurious yet lIVEly atmosphere at the same time, making the viewer naturally feel favorable toward the product. In particular, the production using lighting and slow-motion technique maximize the appeal of the pizza while also highlighting the appeal of the IVE members.

4. Emotional Connection with Consumers: Expansion of Brand Experience

Beyond simply introducing a product, advertisements encourage consumers to connect emotionally with the brand. By portraying pizza as a friend or a companion who shares special moments in the advertisement, IVE encourages viewers to recall their own ‘delicious moments’.

This can be interpreted as a marketing strategy that expands the brand’s identity from ‘simple food’ to ‘sensory experience’. In addition, it naturally incorporates elements that stimulate fandom, inducing spontaneous purchases and virality from IVE fans.

5. Campaign Effect and Brand Image Enhancement

This advertisement campaign garnered much attention immediately after its airing, contributing greatly to the increase in awareness of the pizza brand and the establishment of a premium image. In fact, there were reports that the number of online orders increased after the advertisement, and the number of followers on the brand’s SNS also increased significantly.
The collaboration with IVE is considered an example of ‘empathy-based marketing’ between a brand and an artist, going beyond the simple use of celebrity models, and is influencing other restaurant brands. Consumers now value ‘experience’ more than just taste when choosing a pizza, and this is considered a representatIVE example of the power of advertising.