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...

Son Yeon-jae Ad, BHC Chicken Quasaktok

1. Advertisement Overview and Concept

BHC Chicken's 'Quasaktok, the Infinite Newness of Crispness' advertisement is a campaign that emphasizes a new taste and experience that is differentiated from the existing 'Ppurinkle' series, with Son Yeon-jae as the model. This advertisement intuitively conveys the product's features through the sensory expression "Quasak", and especially stands out for its humor and sophisticated visual beauty targeting the younger generation.

(1) Model Selection: Son Yeon-jae's Image and Brand Consistency

Son Yeon-jae is a celebrity who possesses not only an elegant and innocent image, but also a cheerful and friendly charm, which fits well with BHC Chicken's luxurious yet popular brand image. In this advertisement, she appears as a 'friend-like model' who goes beyond simply introducing the product and creates empathy with consumers.

(2) Emphasis on Quasak: Effect of Sensory Expression

"Quasak" is an onomatopoeia that expresses a crunchy texture, and simultaneously delivers visual and auditory stimulation. This goes beyond a simple description of the taste and makes consumers imagine the experience of the product. In particular, it is a marketing strategy that considers the possibility of spreading through SNS by utilizing the new word "Quasaktok."



2. Advertisement message and appeal

(1) Meaning of "Infinite newness"

BHC used "Quasak's infinite newness" as the slogan in this advertisement. This goes beyond the simple taste of the existing product and emphasizes the continuous enjoyment and new experience it provides. It is especially targeted at the MZ generation and is in line with the trend of seeking "newness in familiarity."

(2) Emotional marketing vs. functional message

This advertisement focuses more on emotional elements (pleasant atmosphere, Son Yeon-jae's cheerful acting) than on functional elements (crispy fried batter, special sauce). This reflects the fact that modern consumers value the 'feeling' and 'experience' of the product rather than the product itself.

(3) Utilization of humor codes

Son Yeon-jae captures attention with her cheerful expressions and exaggerated actions throughout the advertisement. For example, it exaggerates the happiness of eating chicken, creating a positive brand perception with laughter in the viewers.

3. Analysis of video production and editing techniques

(1) Visual effects: Color and lighting

This advertisement emphasizes freshness and enjoyment by using bright and cheerful colors. In particular, the close-up shot that highlights the golden fried chicken coating is impressive.

(2) Sound design: Use of onomatopoeia

The sound of "Quasak" is emphasized to convey the product's features aurally. In addition, the overall atmosphere is refreshing and lively by using cheerful background music.

(3) Editing rhythm

The product is exposed without boredom through quick transitions and dynamic camera movements. In particular, it stimulates interest by showing Son Yeon-jae's facial expression changes and product shots alternately.

4. Target analysis and response prediction

(1) Main target: Young consumers in their 20s and 30s

This advertisement mainly targets young people who are active on SNS. The use of new words such as "Quasaktok" and humorous directing are expected to elicit sympathy from them.

(2) Expected consumer response

Positive response: "I like Son Yeon-jae's attractive acting and fresh concept."

Negative response: "The difference from existing Ppurinkle is not clear." (Some consumers)

5. Differentiation strategy compared to competitors

(1) Differences from BBQ Chicken and Kyochon Chicken

BHC differentiated itself from competitors by emphasizing its unique point called "Quasak." While BBQ put forward original Goobne Chicken and Kyochon put forward soy sauce as its main message, BHC focused on "texture."

(2) Marketing linked to new product launch

This advertisement goes beyond simply informing the product and is likely to be linked to future new menu launches or events. For example, it can induce consumer participation through SNS events such as the "Quasaktok Challenge."

6. Conclusion: Possibility of success and future prospects

BHC Chicken's 'Quasak's infinite newness, Quasaktok' advertisement is noteworthy for its emotional marketing targeting the younger generation and humorous directing. The casting of Son Yeon-jae and the strong keyword "Quasak" are expected to remain in consumers' memories, and additional promotional effects are expected through SNS diffusion.