Hy MPRO4 model Kim Yeon-kyung's powerful spike! The source of confidence in gut health is patented probiotics.
Hello. Today, we're introducing the collaboration between Korea's leading fermented milk company, hy (formerly Korea Yakult), and world-renowned volleyball star and "Bread Sister" Kim Yeon-kyung.
With the proliferation of probiotic and lactic acid bacteria products, you may be wondering which one to choose. In this advertisement, hy presents a clear and powerful criterion: the strain number.
With Kim Yeon-kyung, known for her overwhelming skills and charisma on the court, as the model, the advertising message is refreshing and uninhibited. Why did hy choose Kim Yeon-kyung, and how did they imprint the unfamiliar term "strain number" on consumers? Let's delve into this from a marketer's perspective.
1. Brand Description: The Origin of Probiotics, hy (Korea Yakult)
hy pioneered the fermented milk market in Korea with the launch of Yakult in 1971. With over 50 years of accumulated probiotic research expertise and a library of over 5,000 strains, hy is a truly renowned probiotic brand.
While hy recently changed its name from Korea Yakult to hy, embracing its growth as a comprehensive distribution company, its unrivaled probiotic technology remains at the core of its success. This campaign was designed to clearly demonstrate hy's unique originality and technological edge among numerous "me-too" products.
2. Advertising Concept: Confidence comes from checking the [strain number]!
The core message of this ad is, "Does your probiotic have a strain number?"
Consumers typically consider the guaranteed colony forming unit (CFU) count or price when choosing probiotic products. However, hy offers a new standard: the strain number. The strain number is a unique number assigned to excellent probiotic strains recognized by the Ministry of Food and Drug Safety, acting as a kind of identification card that guarantees quality and safety.
In the ad, Kim Yeon-kyung confidently tells consumers to check the strain number. This goes beyond simply promoting the product; it embodies hy's confidence in changing the standards by which consumers make informed probiotic choices.
3. Creative Concept: Powerful Spikes and Refreshing Answers
The creative for this ad captures the excitement of a volleyball match.
By intercutting footage of Kim Yeon-koung's powerful spike with graphics visualizing the product's efficacy, it emphasizes the powerful benefits of hy probiotics for gut health. Particularly striking is the way the MPRO4 product suppresses harmful intestinal bacteria and promotes beneficial bacteria, portrayed through the sensation of a volleyball hitting the court.
Furthermore, the Q&A format offers a refreshing approach, addressing consumers' ongoing questions and providing answers.
4. Model Strategy: World-Class Skills and Trust, Kim Yeon-koung
hy's selection of Kim Yeon-koung as its model is a strategic move to reinforce its reputation as a top-tier player and build trust.
Overwhelming Skills: Kim Yeon-koung is one of the world's best volleyball players. Her skills are in line with hy's unrivaled probiotic technology.
Girl Crush Charm: Like her nickname, "Bread Sister," her honest and confident charm enhances the persuasive power of the advertising message of confidence. Her unwavering, decisive approach instills strong trust in consumers.
Healthy Image: As an athlete, her meticulous self-management makes her an ideal model for health functional food.
5. Music and Sound: A Beat that Heightens Tension
Sound is what enhances the immersion of the commercial.
The opening sequence features a majestic and solemn drum beat, building tension. This, combined with Kim Yeon-koung's focused performance before her serve, captures the viewer's attention. Then, when she spikes, the powerful sound of the impact escalates the music, creating a sense of exhilaration.
The final jingle, "hy Korea Yakult," and Kim Yeon-koung's energetic voice conclude the commercial on a bright and positive note.
6. Filming Location and Set Design: Simple yet Powerful Laboratory
The background of the advertisement is not a specific location, but a studio with a laboratory concept that emphasizes the product's expertise.
The clean white and blue background symbolizes hy's research expertise. Complex props were excluded, focusing solely on Kim Yeon-koung, the product, and text graphics indicating the strain number. This enhances the clarity of the message and enhances product credibility.
7. Clothing and Styling: National Team Uniform and Researcher's Gown
Kim Yeon-koung's styling showcases two contrasting charms.
First, she is wearing a volleyball uniform. The uniform, featuring the Taegeuk symbol reminiscent of the national team, exemplifies her identity and emphasizes her healthy and active image.
The other is a smart shirt or jacket. This represents the image of a discerning consumer who meticulously examines strain numbers, highlighting her expertise.
8. Advertising Expectations: Leading the Premium Probiotics Market
The desired effects of this campaign for hy are clear:
First, it will lead the market through strain number marketing. In the fiercely competitive probiotic market, we are dominating the premium market with our technological prowess as a differentiating factor.
Second, we are increasing awareness of the MPRO4 product. MPRO4, a dual-formulation functional product that supports both intestinal and skin health, will be promoted as Kim Yeon-kyung's probiotic, thereby boosting sales.
Finally, we are strengthening the credibility of the hy brand. We are refreshing the company's image with a long history and technological prowess through Kim Yeon-kyung, creating a youthful and dynamic image.
Conclusion: Probiotics, Now Checked by Number
The hy X Kim Yeon-kyung confidence ad has set a new standard for choosing probiotics.
If you're unsure about which product to try among the numerous options, check the strain number like Kim Yeon-kyung did. Hy's patented probiotic, built on our technological expertise, will ensure your gut health.
This concludes our analysis of the ad featuring the volleyball queen and a leading probiotic brand. We'll be back with another healthy marketing story in our next post.