It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

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 because she is a character who can form a bond with them.

The advertising concept, which emphasizes energy and activity, matches the lifestyle of the younger generation.

It was produced as a short video (15-30 seconds) and optimized for easy consumption on TikTok, Instagram Reels, etc.

It differentiates itself from existing coffee drinks by emphasizing the combination of juicy flavor and carbonation.


3. Message Strategy: Combination of Refreshing and Enjoyment

The core message of this advertisement is "A refreshing moment that comes with a sip of Physio." PRIMROSE Nahyun's lively and exciting appearance while drinking Physio conveys the joy of the product.

Visual Elements: Bright colors, dynamic camera movements, and the model's lively expressions and gestures are in harmony.

Auditory Elements: The refreshing BGM and carbonated sound are emphasized to create auditory stimulation.

Emotional Approach: Build an image of relieving fatigue with the concept of “a drink that energizes boring daily life.”

4. Media Strategy: Utilizing Multi-Platforms

This campaign was spread through various channels such as TV, YouTube, Instagram, and TikTok.

TV CF: Increased public awareness by being exposed during major music programs or drama commercial time slots.

Digital Platform: Induced participation from the younger generation by utilizing YouTube skip ads, Instagram stories, and TikTok challenges.

Influencer Marketing: In addition to PRIMROSE Nahyun, small-scale influencers created collaborative content reviewing Physio to increase reliability.

5. Analysis of Effects and Improvements

(1) Results

SNS Reaction: The hashtag #Fizzio_Refreshing became a trend, creating a natural viral effect.

Increased Sales: The marketing effect was proven as the limited quantity sold out quickly at the beginning of the launch.

(2) Improvement points

Lack of long-term branding: It is likely to end as a temporary campaign, so continuous storytelling is necessary.

Lack of flavor diversity: Only a few flavors are currently available, so it seems that additional lineup expansion will be necessary in the future.

6. Conclusion: Successful marketing targeting the younger generation

The collaboration between Starbucks Physio and PRIMROSE Nahyun can be evaluated as a campaign that well reflects the emotions and trends of the MZ generation. The success factors are the message that emphasizes refreshing and energy, the use of various media channels, and the effective combination of influencer marketing. However, a strategy that can maintain the long-term popularity of the product through continuous management will be necessary.