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...

Korean Ad: Lee Eun-ji's "Let's Go Add More Moisture"




1. Campaign Overview: A Playful Approach to "Full Moisture"

Lee Eun-ji, who has recently been active in the beauty advertising industry, has been selected as the model for the "Full Moisture" campaign for the brand "The Lab Bi Blanc Dou." This campaign emphasizes the importance of skin hydration and combines the witty expression "full-erting" to reach consumers in a friendly and fun way. The word "full-erting" evokes the words "flirting" (appealing to charm) and "full" (full), delivering a playful message that hydration can create attractive skin. The ad, particularly through YouTube, has been releasing various versions, piqued viewers' curiosity.

2. Ad Title Analysis: The Meaning of "Share Boll Lab? ZIP.3_Toner ver."

The ad title, "Share Boll Lab with Lee Eun-ji's Full Moisture"? "ZIP.3_Toner ver." carries multiple meanings.

- "Lee Eun-ji's": By featuring model Lee Eun-ji's name prominently, the ad projects her friendly and cheerful image. Lee Eun-ji's signature witty wordplay and facial expressions are key elements in enhancing the ad's immersion.

- "Full (Full) Rutting": As previously explained, this portmanteau of "moisture" and "plotting" emphasizes the product's primary benefit, "hydration," while also creating a humorous and engaging atmosphere throughout the ad.

- "Share it?": This phrase poses a direct question to the viewer, encouraging interaction. It implies "share it" and connects with other versions of the ad title, such as "Da Bollab?" and "Short Bollab?", building the overall storytelling of the campaign. It's also a strategic device that encourages viewers to actively browse through various videos. 

-'ZIP.3': 'ZIP' can be interpreted as meaning that the ad content is delivered in multiple pieces, like a compressed file. The fact that it's the "3rd" part suggests that it's a series. This seems to reflect the current consumer preference for shorter content.

-'Toner ver.': This ad focuses specifically on the "toner" product among The Lab by Blanc Dou's various products. By focusing on a specific product in each version, it helps consumers obtain the information they need.

3. Advertising Characteristics and Message Delivery Method

This ad highlights Lee Eun-ji's unique and vivacious charm, intuitively and humorously conveying the product's efficacy.

-Humorous Wordplay: Lee Eun-ji's signature comedic language, such as "full rutting" and "ball wrap?", brings laughter to viewers and makes the ad's content and brand easily memorable. 

- Series Content: Various versions, such as "Da Bollab?", "Short Bollab?", and "Share Bollab?", offer viewers a variety of choices and create the experience of watching multiple mini-series rather than a single commercial. This is an effective strategy for driving multiple views on platforms like YouTube.

- Clear Product Messaging: The toner version emphasizes the product's core message of hydrating the skin repeatedly, sometimes with exaggerated facial expressions and gestures. Rather than simply listing the product's features, the campaign builds a positive brand image through synergy with Lee Eun-ji.

4. Target Audience and Expected Results

This campaign's primary target audience includes young women, The Lab by Blanc Do's main consumer base, as well as Lee Eun-ji's fan base and those who enjoy humorous content.

- Increased Product Awareness: Leveraging Lee Eun-ji's high profile, the campaign effectively promotes "The Lab by Blanc Do" and the "Full Luttering" campaign. This will contribute to strengthening the brand's market position. 

- Building a Positive Brand Image: Lee Eun-ji's bright and energetic image fosters a positive perception of the brand and helps consumers develop a favorable impression of the product.

- Viral Marketing Effect: Fun and easy-to-follow wordplay encourages spontaneous sharing and spread on social media, potentially creating memes. This maximizes the reach and effectiveness of the ad.

- Increased Sales: The campaign increases interest and favorability for the product, and by clearly communicating its unique features through various ad versions, you can expect to see increased sales, leading to actual purchases.