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...

NMIXX HAEWON Advertisement, Condition ZERO Sparkling

1. Advertising Concept and Message

The "Condition ZERO Sparkling" commercial, featuring NMIXX member Haewon, highlights the refreshing start to the day with a sparkling beverage, a symbol of energy and vitality. The catchphrase, "Wake up sparkling!" conveys the message of waking up with a sparkling start and energizing the day.

Haewon's refreshing image and the refreshing feel of the sparkling beverage combine to strongly appeal to the younger generation as a symbol of energy recharge. The brand strategy emphasizes the overlap between the vibrant energy of idols and the product's image, thereby increasing brand awareness.

2. The Effects of NMIXX's Haewon Casting

NMIXX is a fourth-generation girl group from JYP Entertainment, attracting attention for their powerful performances and unparalleled vocal talent. As the group's leader and main vocalist, Haewon possesses exceptional expressiveness and a friendly image, making her the perfect model for the campaign.

Haewon's "Condition ZERO Sparkling" commercial effectively conveys the product's refreshing feel through natural facial expressions and dynamic movements. The marketing strategy, leveraging the idol's fandom, is expected to have been successful, positively impacting ad exposure and product sales.


3. Visual Beauty and Directing Techniques

This commercial uses bright colors and dynamic editing to maximize the visual impact. Specifically, the slow motion footage highlights the moment the sparkling beverage bursts, and Haewon's energetic movements while drinking the beverage add to the liveliness.

The filming was primarily conducted under bright lighting to emphasize the freshness, and the judicious use of CG effects further enhanced the sparkling effect. Furthermore, the upbeat music used as the background music for the commercial perfectly complemented the product image, leaving a strong impression on viewers.

4. Target Audience and Marketing Strategy

"Condition ZERO Sparkling" primarily targets young consumers in their teens and twenties. These consumers have a need for energy drinks or soft drinks to relieve fatigue or wake up refreshed in the morning.

The use of young idols like Haewon as advertising models was intended to connect their lifestyles with the product. Furthermore, a digital marketing strategy utilizing social media and YouTube was used to increase accessibility to the younger demographic. Notable efforts included encouraging fan interaction through hashtag campaigns and challenge videos.

5. Differentiating Points from Competitors

While existing energy drink brands like "Hot Six" and "Bacchus" dominate the market, "Condition ZERO Sparkling" stands out as a carbonated sparkling beverage. It emphasizes the benefits of providing a refreshing sensation while also providing a light energy boost.

Furthermore, the company actively utilized idol marketing to establish a youthful and trendy image, different from existing products. Haewon's appearance on the show heightened the brand's familiarity with the product and the voluntary promotion effect of the fandom, which contributed to its success.

6. Consumer Response and Performance Analysis

Since its release, this advertisement has generated significant buzz on social media and online communities. Interest in "Condition ZERO Sparkling" has surged, particularly among Haewon fans, and actual sales have also increased.

The catchphrase, "Wake up sparkling!" has become a popular catchphrase, increasing product awareness. Some consumers have even left positive reviews, saying, "The carbonation is just right, making it a great morning drink."

7. Future Outlook and Directions for Improvement

Based on its current performance, "Condition ZERO Sparkling" requires a consistent marketing strategy. Creating additional content featuring Haewon (e.g., reality shows and challenge videos) or launching limited-edition packaging could help maintain consumer interest.

Furthermore, to solidify the sparkling product's position in the existing energy drink market, launching various flavors or expanding into functional beverages is worth considering.


Conclusion

The "Condition ZERO Sparkling" commercial featuring NMIXX's Haewon is a successful marketing strategy that effectively combines youthful energy with a refreshing feeling. The idol's influence and the product's differentiated positioning created a synergy that left a strong impression on consumers. The brand is expected to solidify its market position through continued promotion and product development.