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 Advertising Analysis: Yunejae X Hong Taejun, Lador one breath one gasp



[Campaign Summary] 

"A fleeting moment—a scent that makes you turn around" is an emotional, scent-centric ad that captures the fleeting emotional shifts triggered by a scent through the gaze and movements of two models. The key lies in how naturally and convincingly it conveys the moment of "a scent that makes you turn around."

[Why Yunejae and Hong Tae-jun] 

The two models possess contrasting facial expressions and textures. One represents restrained minimalism, the other vibrant and open, personifying the spectrum of scent (lingering and diffusion). Consumers can easily project their "personal attitude toward the right scent" onto one of these two characters.

[Yunejae: The Aesthetics of Lingering Scents]

Expression: Yunejae is the type who leaves a lingering impression with their eyes without exaggeration. Like a quietly permeating lingering scent, they embody lingering emotions.

Styling: Minimal tones and sleek hair textures reinforce the image of a "refined scent." 

Message: Symbolizes the "persuasive power of close proximity," which grows stronger with proximity.

[Hong Tae-jun: Expansion of First Impressions]

Expression: The smile and eye movements are quick and clear. Even a fleeting glance demonstrates the power of diffusion, capturing attention.

Styling: The hair style, with a hint of volume and light movement, visualizes the "instantly captivating scent."

Message: The scent creates a "distant presence," evoking a look back even from afar.

[Chemistry: The Two-Act Structure of Fragrance] 

Advertising typically designs emotions in the following order: 1) passing by, 2) recognition, and 3) return (looking back). While Hong Tae-jun triggers the "passing by and recognition," Yoon I-jae provides the "reason for looking back." In other words, the two-act structure of first impressions and afterimages is complete.

[Directing Point: How to Make Fragrance Visible]

Visual Path: The camera first follows the direction of the scent, followed by the character's gaze. The audience hears the scent first and sees it later.

Mise-en-scène: Wind, fabric, light diffusion, and slow motion are devices that visualize the diffusion of the scent.

Sound: Olfactory images are reinforced with ASMR-like effects, such as breathing and subtle friction sounds.

[Key Scene Commentary: A Moment of Looking Back] 

Looking back cuts are typically played at a short tempo of 0.5 to 1 second. In these moments, subtle eye movements, the angle of the neck, and the subtle swaying of hair serve as evidence of "the scent has touched." Consumers immediately interpret the meaning, even without dialogue.

[Translated Consumer Message]

"You can't see the scent, but you can see the expression." → Choosing a scent ultimately changes your expression.
"To make someone look back, you must also make them linger." → Both the first impression (diffusion) and the afterimage (reverberation) are important.

[Brand Fit: Lador's Tone and Manner] 

Lador has a strong image as a hair-focused, sensory care brand. This composition clearly demonstrates the differentiation of "a good impression starting with hair" by connecting hair texture (shine, volume, and texture) with scent.

[Purchase Inducement Device (Nudge)]

Signature Gesture: Repeatedly running your hand through your hair teaches consumers that "the source of the scent is hair."

Color Contrast: Different background tones and clothing for each model encourage divergent preferences.

Copy Rhythm: The two-stage inversion structure of "fleeting moment / turn around" creates a memorable experience.

[Points to Watch by Target Audience]

Sensitive to First Scent: Check out Hong Tae-jun's one-shot reaction in the scene.

Echo-Oriented: Check the lingering expression in Yunejae's close-up.

Considering Gifts: Compare the contrasting mood cuts of the two models to match the recipient's personality.

[Viewing Guide: How to Enjoy Deeper]

Watch both silently and with voiced sound. Silently provides visual evidence, while voiced sound provides a more pronounced emotional rhythm.
By simply collecting and playing scenes from each model, you can easily determine which scent you prefer.

[Summary] 

This ad "turns back" with Hong Tae-jun and "lingers" with Yunejae. Through these two models, consumers can intuitively choose the scent they prefer—whether it's striking or lingering.