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 Advertising: Kim Won-hoon's Mom's Touch "It's really delicious"




Campaign Overview

Mom's Touch's WOW Boneless Chili Cone ad, featuring the main tagline "The addictive, addictive touch that will have you craving more!", appears to be a campaign that tells the story of a simple bite and the experience of continuous consumption. The campaign wittily portrays the escalating "habituation" of small, everyday temptations, naturally connecting first product experiences with repeat purchases. The short-form grammar and clear reaction shots are characteristic of the composition, targeting social media for widespread adoption.

Key Message and Copy Interpretation

"The addictive, addictive touch" captures the desire for repetition and repeat purchases, while "the addictive, addictive touch" captures the tactile pleasure of reaching for the palate and the playful language of the brand name (Mom's Touch). The copy structure creates a sensory connection between "taste (gustatory), touch (touch), and action (picking up)" within a single sentence, stimulating memories and actions. The short, clear 7-9 syllable rhythm, designed to sound like a spoken hook, also benefits repeated exposure.

Product Positioning: WOW Boneless Chili Cone

"WOW" embeds the exclamation of immediate experience into the product name, making it easy for first impressions to spread as social memes. "Boneless" evokes the image of convenience due to the boneless design, while "chili cone" evokes the image of an addictive, spicy-sweet sauce. The bite-sized, easy-to-share, and versatile snack-type chicken positioning extends to casual occasions (snacks, late-night meals, housewarmings), creating a strategic context for consumption.

Significance of Casting Model Kim Won-hoon

Kim Won-hoon possesses a comedic tone that amplifies everyday situations with humor without exaggeration. His expressiveness, which alternates between exaggerated gestures and restrained reactions, quickly conveys the emotional arc of "one bite → can't stop." Furthermore, his meme-readable facial expressions and dialogue enhance readability, allowing even short clips to be instantly understood, making him ideal for short-form content.

Directing Tone and Manner and Mise-en-Scene

Appetizing red and orange hues combine with close-ups emphasizing the viscosity and glossiness of the sauce, and the crisp sound of each bite. Tracking shots that follow the movement of hands on the table and rhythmic cut editing visualize a "hand-pulling narrative." The three-beat routine of facial close-ups, product close-ups, and hand close-ups solidifies key points of memory.

Sound, Dialogue, and Rhythm Design

Singular exclamations like "Wow!" and a recurring, "re-eager" refrain are combined in a short cycle of crisp (SFX), sauce dipping, and exclamation. This encourages mirroring reactions from viewers, easily leading to actual action (ordering/re-ordering). The upbeat, high-tempo background music synchronizes the tempo of the video with the speed of consumption.

Target and Media Strategy (Estimated)

The primary target is consumers in their 20s and 30s, who have a high demand for convenience foods and late-night snacks. The secondary target is families, a shared consumer group. Short-form (around 15 seconds) multi-faceted creatives are used repeatedly, and on social media, reaction cuts and facial expression meme stickers are used to spread UGC. Using the same hook as the delivery app promotional copy to ensure message consistency is beneficial for improving conversion rates.

Consumer Psychology Triggers

The immediate reward (crispy) at your fingertips, the anticipation of "richness" from the sauce's viscosity and glossiness, and the social proof provided by the model's facial expressions all work together in a triple-whammy. The "small guilt" felt in each bite is offset and rationalized by the comedic tone. Ultimately, this creates a mechanism that transforms "just today" into "continuously."

Brand Fit and Differentiation

Mom's Touch's established strength of "abundance and flavor" is naturally extended to snack products. The naming, copy, and presentation are all aligned around the single proposition of "a taste that's easy on the palate," minimizing message waste. What sets it apart from the competition is the focus on the comedian's everyday humor and the tenacity with which the hand rhythm is visually and aurally pushed to the end. 

Expansion Ideas (Suggestions)

You can stimulate user-generated content (UGC) with the "Hands Stop" challenge (a timer/beat game), a source customization poll, and a "Wow Expression" meme contest. Offline, photocards and stickers could be used to encourage repeat visits by motivating customers to collect.

Overall Evaluation

The structure is robust, connecting the shared experiences of taste, hand habits, and laughter in a short period of time into a single hook that ultimately leads to conversion. The perfect interplay between Kim Won-hoon's reactions and the simple yet stimulating appeal of the WOW boneless chili cone makes this campaign effective for both first-time experiences and repeat purchases.