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, Nongshim Wasabi Snacks featuring Kang Yoo-seok and Shin Do-hyun



Key Points at a Glance


This reaction-focused ad instantly conveys the "tang of wasabi + the refreshing taste of Saewookkang" within 15 seconds. Kang Yoo-seok and Shin Do-hyun's facial expressions and well-timed comments concisely and clearly encapsulate the two faces of flavor. The title, "Cleopatra," is a catchy keyword, humorously evoking a spicy, rising sensation.

15-Second Composition (Understanding Scene-by-Scene Images)


0-3 seconds: The clean green tone (reminiscent of wasabi) and the product packaging appear simultaneously. One model picks up a Saewookkang and takes a bite, her eyes widening slightly and a sound effect highlighting the visual and auditory "tok!"
3-6 seconds: The other model immediately reacts, using her facial expressions to convey the refreshing sensation of a "tok!" on the tip of her nose. Short copy appears on screen, repeating key words like "tok of wasabi." 

6-10 seconds: The savory and simple flavor that follows the stimulus is expressed through a gentle smile and relaxed gestures. The screen color warms to a beige/shrimp red, and the chewing sound (mild ASMR) reinforces the simple flavor.

10-15 seconds: The two models enter the frame together, re-emphasizing the product. The keyword "Creopatra" is hooked through narration and subtitles, and the video concludes with a closing phrase like "tangly and clean," followed by the logo, product shot, and purchase call-to-action text.

Concept Explanation (Why is it so quickly understood)


Reaction-Driven: Because taste cannot be seen, the characteristics of the stimulus are conveyed through "immediately conveyed facial expressions, gestures, and sound effects."

The Aesthetics of Contrast: The sensory contrast is visualized through the use of spicy green vs. simple beige/red, and quick cuts vs. stable facial expressions.

Hooking Keyword: "Creopatra" evokes a familiar rhythm and rising sensation for the Korean audience, making it ideal for memory retention. 

The Meaning of Model Casting


Kang Yu-seok: With his urbane and sophisticated image, he takes on the role of a "cool explainer," neatly conveying the refreshing stimulation of wasabi.

Shin Do-hyun: With his bright and cheerful reactions, he adds a "carefree charm," making the mild aftertaste approachable.

The difference in tempo between the two (refreshing stimulation → gentle savory flavor) perfectly aligns with the product message.

Copy and Sound Points


Copy: Each sentence and word is rhythmically repeated. It's primarily based on direct expressions, such as "Tok!", "The spicy flavor of wasabi," and "Simple Saewookkang."

Sound: Brass/synth accents emphasize the "Tok" moment, while the crunchy sound of the snack enhances the simple flavor. The design is designed to evoke the flavor just by hearing the sound.

Brand and Product Positioning


Rather than flaunting its spiciness, the brand emphasizes the "spicy yet clean" flavor of wasabi. This strategy builds on the long-loved trust of Saewookkang by adding a fresh twist to appeal to both existing fans and the curious MZ demographic.

The green accents and short, catchy copy, prominently displayed on the display and thumbnails, increase attention both digitally and offline.

Digital-First Design


The 15-second format is short-form friendly. It follows a standard structure: the first 3 seconds deliver a recap (core message), 6-10 seconds provide contrast, and 10-15 seconds provide memory retention and a call to action.

Expanding UGC: Parodies/challenges utilizing keywords like "one-bite reaction" and "Cleopatra" facilitate secondary spread.

Why is it memorable?


A simple formula: The two-step experience of "stimulation (wasabi) + comfort (Saewookkang)" leaves a clear flow in the mind.

Tactile sound and color contrast: Even without a direct taste, the sensory transfer through sound and color creates a lasting impression. 

Keyword Lock-in: The familiar word "Creopatra" naturally triggers recall and acts as a repeat purchase trigger.

Natural Call-to-Action (CTA)


The final cut reaffirms the "spicy moment, followed by a refreshingly smooth taste," while text and visual elements suggest nearby convenience stores and supermarkets, encouraging consumers to try the product without hesitation. This short 15-second lingering impression easily leads to actual purchases.

Summary


This 15-second ad condenses the message of "short, sharp stimulation, lingering, refreshing taste" through reaction, sound, and color contrast. The contrasting charms of Kang Yoo-seok and Shin Do-hyun, combined with the hooking keyword "Creopatra," simultaneously drive message comprehension and retention. This is a complete snack ad optimized for repeat consumption and spontaneous diffusion in the digital environment. We can also provide key copy and thumbnail text for 6- and 10-second cut-down versions.