"World-class meets Worldcone": A Complete Guide to Son Heung-min's Worldcone Advertisement Concept, Costume, and BGM
Hello! Today, we'd like to introduce you to a refreshing advertising campaign that will give you a sneak peek of the approaching summer and the intense football fever.
This is the [Lotte Welfood World Cone X Son Heung-min] "Let's Eat World Cone and Go to North and Central America!" campaign (First Half).
The heart of South Korean football, captain Son Heung-min, and the pride of South Korean ice cream, World Cone, have reunited. The combination of these two entities, whose names all include the word "world," creates a powerful branding statement: "World Class."
This ad goes beyond simply enjoying ice cream; it also captures a major event that excites football fans! What message did Lotte Welfood want to convey through its top model, Son Heung-min? Let's take a closer look from a marketer's perspective.
🍦 1. Brand Description: Korea's No. 1 Cone, A History Inspired by Sports
World Cone is Lotte Welfood's flagship brand, maintaining its undisputed No. 1 position in the South Korean ice cream cone market since its launch in 1986. The history of World Cone is intertwined with the history of sports in South Korea. World Cone has been a constant presence with the public at every national sporting event, from the 1986 Asian Games to the 1988 Seoul Olympics.
The brand's core identity is "passion," "support," and "victory." The bold red packaging and logo evoke the cheering waves of the Red Devils, positioning it as the perfect snack for sports events. This campaign also embodies World Cone's "sports DNA" and demonstrates the brand's ambition to expand its reach to the global stage of North and Central America (the host country of the 2026 World Cup).
⚽ 2. Advertising Concept & Message: World Class Meets World Cone
The core messages of this ad are "World Cone, chosen by World Class" and "Let's eat and cheer."
Expanding the scale: It's not just "Eat it when it's hot." The campaign prominently showcased a compelling consumer benefit: "Eat a World Cone and you can go on a soccer trip to North and Central America." This can be interpreted as pre-game marketing for the 2026 North and Central American World Cup.
Formula for Victory: By linking Son Heung-min's fighting spirit with the refreshing feel of the World Cone, the campaign reinforced the formula of [World Cone = Icon of Victory]. The subtitle "First Half" hints that the campaign will not be a one-off but will continue into the second half (a future event), heightening anticipation.
🏟️ 3. Creative Concept: Into the Heat of the Stadium
The ad's creative focused on 'Dynamics'.
Stadium Scene: The backdrop alternates between the stands and the field of a massive soccer stadium. The roar of the packed crowd, the fluttering confetti, and the cheering Son Heung-min create a sense of presence, as if the viewer were actually at the stadium.
Cross-cutting: The video cross-cuts Son Heung-min's goal celebration with a scene of a consumer opening a World Cone package and taking a bite. This visual technique visually demonstrates the equal thrill of a goal and the refreshing taste of a World Cone.
Sizzle: The close-up captures the harmony of crunchy corn, smooth vanilla ice cream, and chocolate topping, capturing a gustatory stimuli.
🏃 4. Model Strategy: The Irreplaceable "Captain" Son Heung-min
Lotte Welfood's reappointment of Son Heung-min as its model is a surefire move.
Strengthening Brand Identity: Son Heung-min is virtually the only model in Korea who lives up to the "World Cone" name. The "world-class" moniker solidifies the brand's premium image.
National Popularity: Son Heung-min, beloved by all ages, perfectly aligns with the target audience of the popular ice cream brand, World Cone.
Trust and Energy: His sincerity and explosive energy energize the brand and inspire consumers to empathize with him, saying, "If Son Heung-min eats it, I want to eat it too."
🎵 5. Music & Sound: The Return of the Legendary CM Song
The legendary CM song is a must-have for any World Cone commercial.
Signature Melody: "Whatever it is, it's delicious! World Cone!" This melody is a masterpiece of sonic branding, a familiar melody to every Korean. In this commercial, this melody has been rearranged into a majestic orchestral or rock version, blending in with the roar of the stadium.
Cheering Vibe: The pulsating drumbeat and cheering crowd will get your adrenaline pumping just by watching the commercial.
🎥 6. Filming Location & Set Design: Virtual North and Central American Stadiums
Considering the challenging schedule of filming in actual stadiums, cutting-edge CGI technology and chroma key sets were likely utilized.
Reality in the Virtual Space: The stadium backdrop is filled with waves of red, symbolizing the Worldcone's brand color.
Lighting: The stadium's nighttime lighting (searchlight) effect was applied to create a sense of anticipation and anticipation, as if a crucial final match was imminent.
👕 7. Clothing & Styling: 'Red' Symbolizes the National Team
Son Heung-min's outfit is not a specific club uniform, but a sporty look in the "red" color, symbolizing the brand and the national team.
Red Uniform: He wore red training clothes or uniforms, the color of the Worldcone packaging and the symbol of the South Korean national football team. This creates a sense of unity with the brand while also instilling patriotism.
Natural Hair: Rather than styling his hair to look sweaty during a match, he opted for a clean, neat "Ddeopheungmin" (Son Heung-min with bangs) or "Kkanheungmin" style, emphasizing a healthy and bright image.
📈 8. Advertising Expectations: Simultaneously Targeting the Summer Peak Season and Soccer Fandom
The benefits of this advertising campaign for Lotte Welfood are clear.
Sales Increase: This campaign will play a crucial role in maintaining its No. 1 market share ahead of the upcoming summer peak ice cream season.
Event Participation Incentive: The sensational "North and Central America Trip" giveaway stimulates consumers' desire to purchase, leading to actual product purchases and event entries.
Brand Refresh: While a long-standing brand can easily become outdated, partnering with Son Heung-min, a contemporary icon, can maintain a youthful and dynamic brand image.
📝 Conclusion: Grab a World Cone and head to North and Central America with Son!
The "Let's Eat World Cone and Go to North and Central America" ad from [World Cone X Son Heung-min] exemplifies the essence of sports marketing.
"Eat delicious food and watch soccer!"
Could there be a more perfect summer vacation plan? How about we all try our luck, like Son Heung-min's refreshing goal, by grabbing a World Cone and hoping to clear our minds?
This concludes our analysis of the World Cone commercial featuring world-class captain Son Heung-min. We'll be back with another refreshing and exciting marketing story in the next post!
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