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 commercial, Stray Kids Felix HERA "Just like me"




1. Campaign Name and Core Theme

The official title of this campaign is "[HERA] LET YOUR GLOW SPEAK｜REFLECTION Campaign film with Felix (FULL)." The core message is "LET YOUR GLOW SPEAK," which connects to the slogan, "The clear, transparent light awakening within me." Beyond mere external beauty, this campaign conveys a profound message: let your inner light naturally shine forth and confidently express your own beauty. The name "REFLECTION" connotes both the reflection of light permeating the skin and the discovery of self through that light.

2. Advertising Model: Stray Kids Felix

The face of this campaign is Felix of the globally beloved K-pop group Stray Kids. Felix's clear and unique aura perfectly aligns with HERA's concept of "beauty that reveals inner light." His mysterious yet pure image, coupled with the product's "Reflection" feature, has deeply impressed consumers. His global influence has also contributed significantly to the campaign's global recognition.

3. Key Products: Reflection Line

Here, HERA's flagship products in this campaign are the "Reflection Skin Glow Foundation" and the "Reflection Cushion." These products impart a clear, translucent glow to the skin, creating a natural, almost radiant look. As their names suggest, both the foundation and cushion focus on maximizing the skin's healthy, vibrant glow through "light reflection."

4. Expanding the Campaign Message: Inner Glow

The campaign message, "LET YOUR GLOW SPEAK," goes beyond simply using makeup products. It aims to encourage individuals to discover their unique beauty and inner glow and confidently reveal it to the world. By focusing on discovering and expressing one's own unique color rather than standardized beauty, HERA appears to have sought to establish a brand image that goes beyond a simple cosmetics brand and instead supports "self-identity."

5. Video Composition and Features

The campaign film was produced in a variety of formats, including a "full" version and a "15-second" version, effectively conveying the product's core features and the model's allure. The video harmoniously combines close-ups of Felix with scenes highlighting the product's features, visually capturing the clear, translucent glow that seems to emanate from the skin. This short yet impactful presentation successfully arouses anticipation and curiosity about the product.