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 commercial features actress Park Bo-young singing the Jeju Samdasoo song.




1. A Sip to Reset Your Daily Life

The ad suggests that "a quick sip" can refresh your daily condition. Instead of complex answers, it presents the simplest action. It emphasizes the immediacy and tangible impact of drinking water, with the changes seen after a single sip, such as even breathing and a brighter expression.

2. Clarity from Nature, Transforming Your Mind

It reminds us that clear water originates from nature and conveys the emotional benefits of that clarity, lightening our moods and thoughts. This message extends beyond physical hydration to emotional "purification."

3. The Value of Clarity Remains the Same, Even Through the Seasons

Beyond quenching thirst in summer, the ad shifts its meaning to "breathtaking rest" in autumn. It emphasizes the consistency of why we drink water, regardless of the season. It reaffirms Samdasoo's positioning as "water that's always with you."

4. Light Movement + A Sip of Lifestyle Habits

It naturally connects drinking water with everyday activities like walking, hiking, and strolling. The simple routine of "If you move, take a sip" lowers the barrier to implementation.

5. The Symbol of Jeju: A Source of Trust

The brand name itself, "Jeju," functions as a symbol of cleanliness and peace of mind. The advertisement evokes this image through landscapes and tones, helping consumers feel confident in their choices.

6. Realism, Not Exaggeration: Minimal Persuasion

Without complex staging or exaggerated action, the advertisement uses everyday sensations like breathing, wind, and footsteps to persuade consumers. The message is that "being simple as is" actually enhances trust and favorability.

7. Refreshing Experience Through Sensory Details

The advertisement provides a "refreshing moment" through sensory transitions like the sound of running water, the rustling of reeds, and the clarity of ambient sounds. This transforms the advertisement into a "feeling experience," strengthening purchase motivation.

8. A Brief Space for Me

The advertisement tells consumers, "It's okay to pause and take a drink." It encourages a short but tangible rest, but a tangible recovery. We present water as the easiest starting point for self-care.

9. A Companion That Fits Anywhere

We create an image of a companion that feels right at home wherever you are, whether on a mountain, on the road, in the office, or at your desk. The core message is the versatility of "water that's always by your side," regardless of the situation.

10. Brand Consistency: Reaffirming Samdasoo's Identity

We update our brand assets of purity, simplicity, and trustworthiness to reflect the seasonal mood. While embodying the sensibility of the new season, we convey a sense of stability, embodying a sense of stability at the core.

11. Small but Effective Condition Management

We offer a practical perspective that suggests that water can help you manage your condition instead of energy drinks or caffeine. This message, "Even without making major changes, just one sip can make a big difference."

12. Actionable Action Suggestions

We suggest actionable tips that can be implemented immediately, such as "Take a sip before and after walking," "Keep a bottle on your desk," and "Incorporate it into your commuting routine." We encourage conversion by leaving specific actions that can be followed immediately after the ad ends. 

13. Emotional Afterimages Left on Consumers

We design a dual afterimage, in which the warmth of the scenery and the coolness of the water linger simultaneously, leaving the mind at ease and the mind clear. This creates positive memories that lead to repeat purchases and brand preference.

14. Condensed in a Single Sentence

"On the autumn road, lightly reset your day with a sip of fresh air."