It's finally out. Stray Kids Felix, Gong Cha commercial

Hello, this is Korea advertising. 1. Advertisement Background: Gong Cha and Stray Kids Meet The “My Vibe Right Now is Gong Cha” campaign is a brand campaign by global milk tea brand Gong Cha and Felix, a member of global K-pop group Stray Kids. Gong Cha is a brand that has led the popularization of milk tea and is loved by the younger generation. Stray Kids is a group that holds a unique position in both music and performance, representing the emotions of the global Generation Z. This advertisement conveys the message that Gong Cha’s beverages are not just simple food items but also a medium to express ‘vibes’, or emotions and moods. 2. Main Slogan: “My Vibe Right Now is Gong Cha” The main phrase and slogan of the advertisement, “My Vibe Right Now is Gong Cha,” goes beyond the simple meaning of drinking a beverage and delivers an emotional message that Gong Cha represents the emotions of this moment. In particular, the expression ‘공차중’ utilizes a unique Korean wordplay (wordplay) to su...

TWICE SANA × YSL BEAUTY Advertisement





1. The Meaning of the Brand Collaboration: The Synergy Between YSL and TWICE's SANA

YSL (Yves Saint Laurent) is a French beauty and fashion house renowned for its luxurious and bold aesthetic. YSL Beauty, in particular, is beloved by young people for its modern yet sophisticated color makeup. Meanwhile, TWICE's SANA is a K-pop artist who enjoys immense popularity in Japan and boasts a global fanbase. Her innocent yet sophisticated image and strong connection with her fans make her an ideal influencer for brand marketing.

This collaboration combines YSL's "wild color" concept with SANA's "lovely yet confident" image. SANA, the new face of YSL Beauty, particularly as the flagship model for the couture mini clutch collection, further enhances the youthful and glamorous feel of the products. This collaboration, combining a traditional luxury brand with a K-pop star, was a strategic move to target the MZ generation and penetrate the Asian market.

2. Advertising Concept: Interpretation of "WILD COLOR EXPLORE"

"WILD COLOR EXPLORE" symbolizes bold color experimentation and free-spirited self-expression. In the ad, SANA showcases a striking visual, utilizing vibrant red, orange, and pink makeup and YSL's signature clutch. This innovative approach blends pop art with the traditional YSL luxurious vibe.

The keyword "wild" particularly evokes SANA's versatility. Her versatile image, from innocent on stage with TWICE to chic in fashion pictorials, seamlessly blends with YSL's diverse product lineup. In the ad, SANA harmonizes elegance and playfulness with a classic black dress and colorful accessories, conveying YSL Beauty's message of "Explore your own color."

3. Product Key Points: The Allure of the Couture Mini Clutch

YSL's Couture Mini Clutch is a versatile piece that combines portability and luxury. This collection features a particularly striking "Wild Color" edition, featuring a striking design that combines leather with a metallic logo. As SANA demonstrates in the ad, this product can be used for everything from everyday looks to festival styling.

Key features include:

Compact Size: Compact yet roomy, perfect for storing essential beauty items like lipstick and powder.

Signature Design: YSL's iconic logo and quilted pattern add a touch of luxury.

Color Options: Available in a variety of colors, from classic hues like black, red, and gold to trendy tones like neon pink.

SANA introduces this product as a "symbol of confidence," emphasizing its identity with the catchphrase, "Color is a tool to express my emotions."

4. Marketing Strategy: Capturing a Global Fandom

YSL opted for a digital-centric marketing approach for this campaign. SANA's promotional video and stills were optimized for social media platforms like Instagram, TikTok, and YouTube, and the hashtags #YSLxSANA and #WildColorExplore encouraged fan interaction.

Furthermore, a fan participation event was held alongside the campaign, where fans who copied SANA's poses or shared product reviews were entered into a raffle to win YSL products. Furthermore, leveraging TWICE's popularity in the Japanese and Southeast Asian markets, the brand focused on regional targeting by running localized advertisements and promotions linked to fan signing events.


5. Conclusion: A Win-Win Strategy for K-pop and Luxury Brands

The collaboration between YSL and SANA successfully targeted the luxury brand's youth audience while expanding the K-pop star's global influence. As the YSL model, SANA solidified her status as a fashion icon, while YSL gained a new customer base through TWICE's "ONCE" fandom, thereby increasing brand awareness.

This commercial went beyond simple product promotion, resonating with the MZ generation with its message: "Don't be afraid of being different." It was a meaningful project that heralded the future of collaborations between K-pop and luxury brands.