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...

Shurink Universe commercial, Chae Soo-bin lifts her skin.




[Campaign Overview]

The 15-second video, "Shurink Universe, Lifting." This campaign condenses the functional benefits of lifting procedures into the intuitive keyword "lifting." The phrase "Skin, Lifting Confidence" simultaneously evokes both functionality (improved skin elasticity and contouring) and emotion (increased confidence), creating a memorable, single-word asset within a short running time. Model Chae Soo-bin's clean and refined image, without exaggeration, bolsters trust by conveying a "naturally improved feeling."

[Key Message and Tone & Manner]

The key message is the concise connection between "lifting = lifting = regaining confidence." The copy tone is confident yet understated, emphasizing realism. The product name and "lifting" are combined to create a slogan-like effect, ensuring repeated exposure creates a memorable slogan. Given the importance of "grounded confidence" in the medical and beauty industries, choosing simplicity over embellishment is effective in persuasiveness.

[Creative]

The opening begins with a close-up showing skin texture and facial contours, using upward camera movements and graphic lines to visualize the sensation of "lifting." The sound design, with a minimal synth or a string glissando-like tone, aligns the message with the auditory impression. The main copy is presented briefly and strongly with the screen transition, and the end tag concludes with the logo and signature tone color. The key point is to ensure the core copy is fully understandable, even with subtitles and typography, to accommodate sound-off environments.

[Model Chae Soo-bin's Role and Image Suitability]

Chae Soo-bin's bright and refreshing impression, balanced facial features, and trustworthy facial expressions convey the message of "understated change" and "everyday confidence." Even subtle changes in facial expression can convey emotional differences, making her a perfect fit for the 15-second format. Furthermore, the familiar image of the actor, cultivated through dramas and films, lowers the barrier to communicating medical and cosmetic messages and contributes to building a young and sophisticated brand persona.

[Target Insights and Consumer Journey]

The primary target audience is women in their 20s to early-to-mid-40s (and a growing male demographic) who prefer natural lifting. Key insights include the desire to "improve contours and elasticity without the burden of surgery," the preference for "short downtime," and the need for "unnoticeable changes." The ad simultaneously delivers emotional resonance (confidence restoration) and functional hints (contouring and elasticity) during the interest-generating stage, encouraging exploration behavior that leads to search and consultation inquiries.

[Media and Format Strategy (15-Second Optimization)]

The 15-second basic format is ideal for general media such as TV, CTV, and digital (YouTube, short-form feeds). The 6-second bumper cutdown condenses only the "Lifting" motion and key copy to maximize attention, while the 10-second variant further emphasizes the contrast between the before and after facial expressions, increasing recall. Considering the mobile sound-off environment, placing visual "Lifting" cues (upward-facing graphics, rising typography) within the first 3 seconds, along with a vertical (9:16) version, will enhance efficiency.

[Brand and Business Effects Forecast]

The single-word asset ("Lifting") offers strengths in recall and word-of-mouth, and is ideal for social media expansion through hashtags (e.g., #SkinConfidenceLifting). The model's relatable nature boosts brand favorability and search intent, and when combined with joint promotions (e.g., consultation appointments, trial events) with hospital partners, it is highly likely to lead to conversions. Consistent motion language and unified colors and typography accelerate asset accumulation across all outdoor and digital channels.

[Expansion Ideas]

Expand engagement with a 15-second main video + 5-second reminder ("Today, Lifting."), a making-of film with model interviews (to reinforce the confidence narrative), short-form skin routine tips, an interactive filter (AR with an upward arrow), and a UGC contest (a challenge to boost daily confidence moments). Key visual packages for hospital and clinic networks and waiting room signage videos are also worth exploring.

[Marketer Perspective Implications]

Capitalize with continuous exposure of a single-word slogan.
Ensure consistency with the unified motion, sound, and typography of "Lifting."
Design a high-quality fit between the model persona and the product's core values.
Maintain a balance between performance linking (search and booking landing) and branding.