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.