Targeting the 2030 Generation! An Analysis of the Jimbeam X Ive Jang Won-young Advertising Campaign Marketing Strategy
Hello. Today, we're introducing the collaboration between Jimbeam, the hottest trend among the 2030 generation and synonymous with highballs, and Jang Won-young, the wannabe icon of the MZ generation.
The fact that a conservative whiskey brand chose Center, a girl group idolized by the 2020 generation, as its model created quite a stir. Jang Won-young appeared with the provocative yet friendly comment, "Are you ready for some Jimbeam fun?" What message was Jimbeam trying to convey through her? Let's take a close look at the details of this advertisement, which broke the stereotype that whiskey is an old man's drink and transformed it into the hippest and trendiest party drink, from a marketer's perspective.
Brand Description: Jim Beam, the Classic American Whiskey
Jimbeam is the world's number one selling bourbon whiskey brand with over 200 years of history. Made primarily from corn, Jimbeam boasts a distinctive vanilla and caramel flavor, and has long been a favorite among Americans.
However, in the Korean market, whiskey was strongly perceived as a strong, expensive drink for middle-aged and older people. Jimbeam has moved to break away from this image and, in response to the recent surge in the highball trend, has begun targeting younger consumers. They emphasize that whiskey is ideal as a base for a highball, mixed with soda or tonic water, and are rebranding it as a casual drink that anyone can easily enjoy.
Advertising Concept: Jimbeam, are we ready to enjoy it together?
The core message of this campaign is "Jimbeam, are we ready to enjoy it together?" (Jimbeam Highball, Together).
While traditional whiskey advertising portrays successful men enjoying their drinks alone and in solitude, Jimbeam takes the opposite approach. It emphasizes that it's a drink enjoyed at parties, gatherings, and in a lively atmosphere with friends, where everyone toasts together.
Jang Won-young's question simultaneously asks, "Are you ready?" and invites, "Shall we join us?" This represents the refreshing and open spirit of highballs, as well as the social drinking culture.
Creative Concept: Colorful and Pop Party Mood
The creative of this ad seems to capture a pop art sensibility through video.
The screen is filled with Jimbeam's signature colors of white and yellow, as well as lemon, representing the refreshing taste of highballs. The image of friends gathered around Jang Won-young dancing, clinking their highball glasses, and laughing makes viewers want to join the party right away.
The appearance of the canned Jimbeam Highball visually demonstrates its status as a RTD (Ready-To-Drink) product readily available at convenience stores and other locations, making it easy to enjoy at home parties, camping, and other settings. The sizzle shot of whiskey pouring into a glass filled with ice maximizes the visual refreshing effect.
Model Strategy: Jang Won-young, Icon of the MZ Generation
Jimbeam's selection of Jang Won-young as its model is truly groundbreaking and a brilliant move.
Jang Won-young is more than just a pretty idol; she embodies the image of a "god" (god + baby), "young and rich," and a trendsetter that the 1020 generation aspires to. When she drinks, it becomes hip, and when she wears it, it becomes a trend. Jimbeam successfully leveraged Jang Won-young's image to position whiskey not as an old, difficult drink, but as a hip, sophisticated drink for the popular crowd.
Furthermore, Jang Won-young's signature refreshing and bubbly charm perfectly matches the sparkling feel of a highball. Despite being a liquor model, she portrays herself as a joyful and healthy person enjoying the atmosphere, breaking the stereotypes of alcohol advertising and establishing a positive brand image.
Music and Sound: Beats that Liven Up the Party
The background music is the primary contributor to the excitement of the commercial.
The BGM, combining a fast-paced, funky rhythm with brass sounds, heightens the party atmosphere. The upbeat instrumental track, devoid of lyrics, focuses on Jang Won-young's voice and sound effects. The rhythmic placement of auditory sound effects, such as the "zap" sound of toasting and the "sizzle" of carbonated beverages, adds to the refreshing feel.
Filming Location and Set Design: Trendy Rooftop Bar & Home Party
The commercial features two main locations: a hip rooftop bar overlooking the city at night, and a cozy home party space for friends.
The rooftop bar conveys the sophisticated, urban image of Jimbeam Highball, while the home party space conveys a comfortable and friendly atmosphere. Jimbeam logo neon signs, lemon trees, and colorful lighting placed throughout the space create the illusion of a brand pop-up store.
Clothing and Styling: Lovely & Chic Party Look
Jang Won-young's styling epitomizes the perfect party look for any occasion.
In the rooftop scene, she pairs a white off-the-shoulder dress with blingy accessories, creating a glamorous and luxurious feel. In contrast, the home party scenes featured comfortable knits and casual dresses, adding a sense of intimacy.
The common thread is the bright, vibrant tones that align with Jimbeam's brand colors. Hair styles also showcased diverse charms, with bold waves creating a goddess-like look or high ponytails accentuating a lively vibe.
Advertising Expectations: Securing Leadership in the Highball Market
Jimbeam's desired outcomes from this campaign are clear.
First, it aims to expand its target audience to young consumers in their 20s and 30s. It offers a new option in the form of highballs to young consumers tired of soju and beer, and establishes Jimbeam as a leading brand.
Second, it boasts the No. 1 market share in the home whiskey market. By simultaneously showcasing both canned and bottled RTD products, it aims to pioneer a home drinking culture where people can enjoy their drinks at home.
Finally, it aims to rejuvenate the brand image. Through the Jang Won-young effect, it aims to shed its outdated whiskey image and transform into a trendy and sophisticated lifestyle brand.
Conclusion: Enjoy Highballs Like Jang Won-young!
The Jimbeam X Jang Won-young ad is a successful rebranding example, demonstrating that whiskey can be cool and hip.
How about a Jimbeam Highball for a fun night with friends tonight? Refreshing like Jang Won-young, and thrilling like Jimbeam!
This concludes our analysis of the Jim Beam Highball ad. We'll be back with another trendy brand story in the next post.