Targeting Gen Z! Boynextdoor's Myung Jae-hyun, Taesan's Banana Milk commercial filming location and costume information
Hello. Today, I'd like to introduce a very special and trendy advertising campaign celebrating the 50th anniversary of Binggrae Banana Flavored Milk, a milk brand known to all Koreans.
This campaign, featuring Myung Jae-hyun and Taesan from BOYNEXTDOOR, is about the "Same or Different?" campaign.
Banana Flavored Milk, nicknamed "Dan-Ji-U-Yu" for its familiar jar-shaped design, is a popular brand. Why did this beloved brand, beloved for over half a century, choose the hottest new idol as its model? And what's the strategy behind the "Light" product, which debuted alongside the original?
Let's unravel the marketing points hidden in this intriguing advertisement, which blends past memories with current trends.
1. Brand Description: Binggrae Banana Flavored Milk, a National Brand with a 50-Year History
Launched in 1974, Binggrae Banana Flavored Milk is the undisputed leader in the processed milk market. It's a national after-bath beverage and a consistent top-selling convenience store product.
However, the older a brand is, the more difficult it is to avoid the perception of being outdated. Binggrae has consistently engaged with the younger generation to overcome this perception. Examples include the "I'm Curious About Danji" series and various merchandise marketing campaigns. This campaign commemorates the brand's 50th anniversary and promotes Banana Flavored Milk Light (sugar-free), launched in line with the recent health-conscious trend.
2. Advertising Concept: The Taste of the Original, the Lightness of Sugar-Free
The core message of this ad is: Are they the same? Are they different?
Consumers often have a prejudice that light or low-sugar products are tasteless. Binggrae has addressed this head-on. It maintains the sweet and rich taste of the original Banana Flavored Milk (is it the same?), while emphasizing its lighter flavor (is it different?) by reducing the sugar content.
In other words, it simultaneously showcases the heritage of the original and the functional benefits of sugar-free milk, offering consumers the pleasure of choice based on their preferences.
3. Creative Concept: The Chemistry of Two Boys, Like Decals
This ad's creative utilized symmetry and contrast.
Myung Jae-hyun took on the yellow color symbolizing the original, while Taesan took on the light sky blue color symbolizing Mugadang. The two members were cross-edited, either with the same movements or facial expressions, or with different gestures, to visually express the similarities and differences between the products.
The composition, with the original on one side and the Mugadang product on the other, or the two members back-to-back, is reminiscent of decals. This suggests that the two products are essentially the same banana-flavored milk.
4. Model Strategy: Myung Jae-hyun of Boynextdoor, the Freshness of Taesan
Binggrae's hiring of Myung Jae-hyun and Taesan of Boynextdoor as models was a strategy to target the 1020 Zalpha generation.
-Fresh Faces: The freshness of a rookie group that debuted not long ago injects a youthful energy into a 50-year-old brand.
-Friendly Image: Like their group name, Boy Next Door, their boy-next-door-like friendliness fits well with the brand identity of Banana Flavored Milk, the nation's favorite milk.
-Member Chemistry: The teamwork of Myung Jae-hyun and Tae-san, who display Tom and Jerry-like chemistry within the group, adds fun to the advertising storytelling.
5. Music and Sound: Tickling ASMR
Audio is key to enhancing the immersion of the ad.
-Background Music: The bouncy synthesizer sounds and upbeat BGM drive the lively and trendy atmosphere that permeates the video.
-ASMR: The vivid capture of the squeak of a straw, the gulp of milk, and the members' exclamations ("ah~" and "um~") stimulates the appetite.
-Narration: Will it be the same? The members' voices asking, "Is it different?" pique curiosity and keep viewers watching the entire commercial.
6. Filming Location and Set Design: A Dreamlike Pastel-Colored Space
The background of the commercial isn't a specific location, but a studio set that maximizes the product's vibrant colors.
- Color Marketing: Banana Flavored Milk's signature yellow and the unsweetened blue of the product were actively utilized in the background, props, and furniture.
- Surreal Space: The giant Banana Flavored Milk model and the floating cloud-like effect create a dreamy yet kitsch feel. This goes beyond simply showcasing the product; it visualizes the joy and happiness the brand strives for.
7. Clothing and Styling: The epitome of a similar look
Myung Jae-hyun and Tae-san's styling embodies a similar look.
- Myung Jae-hyun (Original): Warm yellow-toned knits and cardigans paired with beige pants create a soft and sweet image.
- Taesan (Mugadang): The campaign emphasized a clean, light image by pairing cool blue-toned shirts, denim, and white pants.
Both members emphasized the product's appeal through simple styling, avoiding excessive accessories. Their natural hairstyles emphasized their boyish charm.
8. Advertising Expectations: Brand Refresh and Market Expansion
Binggrae's desired outcomes from this campaign are clear.
First, it refreshes the brand. It demonstrates that the 50-year-old brand still connects with the younger generation, shedding its outdated image.
Second, it targets the zero-sugar market. It promotes the launch of a light product in line with the recent "Healthy Pleasure" trend, attracting consumers who want to enjoy Banana Flavored Milk without worrying about sugar.
Finally, it attracts a global fan base. By using K-pop idols as models, it establishes Banana Flavored Milk as a must-buy item for tourists visiting Korea.
Conclusion: What's your pick? Original vs. Sugar-Free
The Binggrae Banana Flavored Milk x Boy Next Door ad is a clever campaign that adds a touch of novelty to the familiar.
Myung Jae-hyun enjoys the sweet taste of the original, while Tae-san opts for the lighter, sugar-free version. Like the two boys' showdown, which banana-flavored milk will you choose? Why not find the answer at a convenience store today?
This concludes our analysis of the nation's favorite milk commercial. We'll be back with another delicious marketing story in our next post.