Ottogi, the Bibim Genius, presents his ambitious masterpiece! Heo Kyung-hwan's catchphrase and marketing strategy in the Jin Bibim Noodles commercial.
Hello. Today, I would like to introduce a delightful and delicious commercial for Ottogi Jin Bibim Noodles, the nation's favorite bibim noodles that comes to mind every summer.
The star of this commercial is none other than comedian Heo Kyung-hwan, a creator of catchphrases who has also succeeded as an entrepreneur. His signature deadpan acting and mouthwatering mukbang (eating show) have stimulated viewers' appetites.
Ottogi has thrown down the gauntlet to Paldo Bibim Noodles, a dominant player in the existing bibim noodle market, and has made a bold move by increasing the product volume by 20%. What message did they want to convey through Heo Kyung-hwan? From a marketer's perspective, we will meticulously examine the secrets behind the laughter and taste packed into just 30 seconds.
1. Brand Description: The New Standard for Bibim Noodles, Ottogi Jin Bibim Noodles
Ottogi Jin Bibim Noodles is a dark horse in the bibim noodle market that has been receiving steady love since its launch in 2020. While existing Bibim Noodles focused on a sweet and spicy flavor, Jin Bibim Noodles emphasizes a refreshing spiciness with the addition of tamarind sauce.
The most significant feature is the portion size, which reflects consumer needs. To address the long-standing complaint that one serving of Bibim Noodles is insufficient while two is too much, the weight has been increased by 20%. Shaking up the Bibim Noodles market with its generous portions and differentiated sauces, Jin Bibim Noodles aims to solidify its brand identity as "Bibim Genius" through this campaign.
2. Advertising Concept: Don't You Know Jin Bibim Noodles? (Reinterpretation of Catchphrases)
The core concept of this advertisement is a wordplay utilizing Heo Kyung-hwan's catchphrases.
By appropriately varying Heo Kyung-hwan's representative catchphrases such as "It's there~" and "No, no, no, it won't do," the advertisement humorously conveys the message that you are missing out if you don't know Jin Bibim Noodles. In particular, the line "Don't you know Jin Bibim Noodles?" serves as a hook that stimulates consumer curiosity by reminding them of the forgotten taste of Bibim Noodles.
Additionally, through the comment "How did you come up with this? You're a Bibim genius!", it praises the 20% increase in quantity and the taste of the sauce, naturally highlighting Ottogi's planning prowess.
3. Creative Concept: Cool Summer and Devouring
The creative concept of this advertisement focuses on coolness and generous portions.
The visuals—filling the screen with red Bibim Noodles sauce, bouncy noodles, and ice cubes—make you forget the heat just by looking at them. The scene where Heo Kyung-hwan grabs a handful of noodles with his chopsticks and shoves them into his mouth is the ultimate "sizzle" shot that stimulates the appetite.
The background features effects such as a blue sky and sea, or a cool breeze, emphasizing the image of Bibim Noodles as a summer delicacy.
4. Model Strategy: Heo Kyung-hwan, the Epitome of Friendliness and Cheerfulness
Ottogi’s selection of Heo Kyung-hwan as a model is a strategy aimed at capturing both mass appeal and entertainment.
- Rich in Catchphrases: Heo Kyung-hwan possesses numerous catchphrases that everyone is likely to recognize, making him the optimal model for delivering an impact within a short advertising time. By combining his catchphrases with the brand name, they created a memorable advertisement.
- Friendly Image: His friendly comedian image, appealing to people of all ages, aligns well with the target audience of Bibim Noodles, a national food product.
- A Man Who Takes Care of Hisself: His image as someone who is meticulous about maintaining his physique through his chicken breast business subtly instills the perception that Bibim Noodles are healthy and delicious, easy to eat even in large quantities.
5. Music and Sound: Addictive Commercial Songs and Noodle Slurping Sounds
The upbeat commercial song is what truly boosts the excitement of the advertisement. The simple and repetitive melody of "Jin Jin Jin~ Jin Bibim Noodles~" is so addictive that it lingers in your ears after just one listen. The use of Trot-style rhythms and fast-paced music creates a vibrant summer atmosphere.
Additionally, the sound of slurping noodles and crunching toppings is captured vividly, reaching ASMR levels, adding an auditory appeal.
6. Filming Location and Set Design: Midsummer Rooftop Party
The background of the advertisement is an open rooftop or outdoor terrace.
Parasols and camping chairs are arranged to evoke the feeling of being on vacation. This demonstrates that Jin Bibim Noodles is not just a dish to be eaten at home, but a menu item that can be conveniently and deliciously enjoyed while camping or traveling.
Bright lighting bathed in sunlight and primary-colored props contrast with Jin Bibim Noodles' red packaging, making the product stand out even more.
7. Outfit and Styling: A Cool Vacation Look
Heo Kyung-hwan's styling creates a vacation look that feels refreshing just by looking at it.
He paired a Hawaiian shirt, a bright-colored short-sleeved T-shirt, and sunglasses to create the image of someone enjoying a summer vacation. He wittily expressed his dedication to mukbang by emphasizing comfort by slightly unbuttoning his shirt or wrapping a towel around his head.
8. Expected Advertising Effect: Expansion of Market Share in the Summer Bibim Noodle Market
The effects Ottogi expects from this campaign are clear.
First, strengthening brand awareness. Through advertisements utilizing Heo Kyung-hwan's catchphrase, the name "Jin Bibim Noodles" will be firmly imprinted in consumers' minds.
Second, differentiation from competitors. By emphasizing the tangible benefit of a 20% increase in volume, the campaign aims to attract consumers who are sensitive to portion sizes.
Finally, increasing sales in the summer seasonal noodle market. The goal is to stimulate consumer sentiment ahead of the peak summer season and increase market share in the Bibim Noodles market.
Conclusion: This summer, mix it up richly!
The Ottogi Jin Bibim Noodles X Heo Kyung-hwan commercial is a delightful campaign that satisfies both the enjoyment of watching and the pleasure of eating.
If you are exhausted from the sweltering heat and have lost your appetite, how about a refreshing and generous bowl of Jin Bibim Noodles, just like Heo Kyung-hwan? The moment you take a bite, you too will marvel at the taste of Ottogi, the genius of bibim.
This concludes our analysis of the mouth-watering Ottogi Jin Bibim Noodles commercial. We will return with more delicious brand stories in our next post.