Park Bo-gum's ad, an emotional branding project that introduces Korea to the world.

1. Planning Intent and Concept "An emotional branding project to promote Korea to the world." This campaign, hosted by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, aims to convey Korea's charms to global tourists. Featuring actor Park Bo-gum, the short film format beautifully captures Korea's natural beauty, culture, history, and modern charm. Emotional Storytelling: This project goes beyond simple informational tourism promotion to a cinematic, emotionally engaging narrative that resonates with audiences. Park Bo-gum's Narration: His soft, warm voice conveys Korea's beauty through the eyes of visiting tourists. Use of Symbolic Imagery: Traditional hanoks, the Seoul skyline, the Han River sunset, and Korean food create a powerful visual appeal. This project goes beyond simple tourism promotion and is part of a branding strategy to establish Korea as a "country you want to visit." 2. Visual and Content Composition o...

BTS V's commercial, "The new Coca-Cola Zero, you have to try it, right?"

1. Background and Purpose of the Advertising Campaign

Coca-Cola Zero launched a new, upgraded recipe in 2023, emphasizing a richer flavor and a cleaner aftertaste. The brand sought to effectively communicate its message to younger generations and global consumers by hiring V, a member of the globally popular boy band BTS, as its advertising model.

V, BTS's main dancer and vocalist, possesses a unique musical style and a significant influence in the fashion and lifestyle industries. His sensuous aesthetic and unique charm naturally align with Coca-Cola Zero's brand identity of "newness" and "challenge."

This advertising campaign goes beyond simply promoting the product; it aims to reinforce the brand's youthful and dynamic image through V and pique consumer curiosity about the new product.

2. Reasons for Casting V and Brand Fit

Leveraging his status as a global icon, V has successfully collaborated with various brands. His personal charms, such as "sensual chicness" and "natural acting," align well with Coca-Cola Zero's modern and trendy image.

Furthermore, V actively shares his daily life on social media and interacts with fans, which aligns with Coca-Cola's marketing strategy of "communication" and "participation." In the commercial, V naturally portrays himself enjoying Coca-Cola Zero in everyday moments, thereby facilitating the product's easy integration into everyday life.


3. Creative and Message Analysis of the Commercial

The commercial's main slogan, "The new Coca-Cola Zero, you should try it, right?", is composed of an intuitive yet intriguing phrase. The scene where V himself drinks the product and displays a satisfied expression naturally leads viewers to think, "I should try it too."

The video captures V enjoying Coca-Cola Zero from various angles in a minimalist yet modern setting. In particular, it visually effectively emphasized the similar flavor of regular Coca-Cola despite being zero sugar.

4. Consumer Response and Marketing Effects

Following the ad's release, hashtags like #CocaColaZero and #V trended in real-time on social media, generating significant buzz. Fans actively shared behind-the-scenes stories from V's ad shoot and positive reviews of the product, which naturally led to increased sales of Coca-Cola Zero.

This campaign, targeting young consumers in their 20s and 30s, emphasized the "zero sugar but delicious" aspect, meeting the needs of today's health-conscious consumers.

5. Conclusion: Conditions for a Successful Brand Collaboration

BTS V's Coca-Cola Zero ad goes beyond simple star marketing; it successfully harmonizes the brand and artist's identities. A key success factor was the effective communication of the new product's features while V's personal charm contributed to strengthening the brand image.

Going forward, marketing strategies that leverage collaborations with global stars are expected to play a significant role in enhancing brand awareness and increasing sales.