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 Advertisement [SOYJOY X HYERI] What is Girl's Day Hyeri's favorite snack?



1. Model Selection Background: Hyeri's "Lifestyle-Integrated" Friendliness

Hyeri's bright and energetic public image naturally promotes the daily routine of "hunger-snack-refresh." The cheerfulness and honesty cultivated through the "Reply" series and variety shows align well with the lightness and practicality of the healthy snack category. Her face effortlessly conveys SOYJOY's core values ​​of "convenience, health, and consistency."

2. Persona and Acting Tone: Transforming Hunger into Cheerfulness

Hyeri's persona is "a wise me who takes time out of my busy daily life." Hyeri's facial expressions (details between the eyebrows and the corners of the mouth) faithfully portray the "hunger downtime," and her expression instantly transforms into a vibrant one after each bite. The tone is fast and lively, and her dialogue is kept short to emphasize the immediacy of the snack.

3. Key Visuals and Styling: Light movements, refreshing palette

The style is a dual-track of office casual and athleisure. Pastel-toned tops and natural makeup reinforce the image of a "healthy snack." Props like bags, desks, and gym pouches suggest portability, solidifying the image of someone eating something anytime, anywhere.

4. Scene Composition: A Chain of "In-Between" Interactions

Commuting (public transportation) → Before a morning meeting → Between lunch and dinner → Before and after a workout → Between overtime. Each scene is cut and edited with a 2-3 second rhythm, and the same action key (unzipping → opening the bar packaging → taking a bite) is repeated to create a memory point. This repetition is tied to the copy, "In-Between, looking for a snack, Soijoy!"

5. Copy and Voice: Rhythm and Rhyme

The main copy is fast-paced with a 7-9 syllable rhythm, and Hye-ri's voice tone is used to create a rhyme. Voiceover is kept to a minimum, and the tactile sound of biting into a square is brought to the forefront to create a sense of texture. The end board concludes with the logo, product lineup, and hashtag.

6. Gesture Code: Signatureizing a Bite Pose

A bite pose with the right hand at a 45-degree angle, followed by a 0.5-second chew, followed by a smiling eye and a subtle nod of the head, is fixed as a repeating signature. This is easily converted into thumbnails, stickers, and emoticons in short digital videos, making it highly scalable.

7. Product Handling: Reliability of Ingredients and Portability

Close-ups of cross-sections (soy, nuts, and fruit) visualize the "what you eat." Hand acting demonstrates the feel of opening the package and its compact size, positioning the product as a "situation-specific solution" rather than a "replaceable snack."

8. Target Appropriateness: MZ to 30s/40s: Active Lifestyle

By emphasizing the "time-constrained" target group in their late 20s to early 40s through activities like commuting, working out, working late, and driving, the brand builds a rapport with the "time-constrained" target group. Hyeri's generation-neutral appeal reduces friction even in family viewing environments.

9. Digital Expansion: Designing the "Saisai Challenge"

3-second reaction memes (reversal of action from before to after) and bite poses are provided as UGC templates. Replayability is enhanced with BGM loops and beat-cut editing in the reels/shorts format, and "Today's Saisai" story stickers encourage everyday use.

10. Expected Effects: Bridge the gap between memorability and purchase conversion. 

The repetitive structure and strong rhythmic copy are expected to strengthen the top-of-mind position and expand market share within the "instant solution" category without the need for quick recipes. Integration with store displays (checkout counters and exits) is beneficial for driving impulse purchases.

11. Risks and Mitigation

Preventing misconceptions about excessive sweetness/snack replacement: Incorporate fact tags with protein and ingredient information.
Model overexposure fatigue: Creative variations based on seasonal themes (commuting/workout/travel). 

12. Overall Review: Model-Centric Enhancement of Lifestyle Touchpoints

Hyeri is a symbol of joyfully transforming moments of "gap." Her signature, crafted through facial expressions, rhythm, and gestures, intuitively conveys the product's characteristics (simplicity and lightness). By establishing "In-between, Soijoy" as a behavioral cue, she effectively fosters a repurchase routine.