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...

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.