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...

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.