Mexicana X Hwasa Commercial Analysis: The 37-Year Original Seasoned Fried Chicken's Shocking Declaration, "It's Me, It's Mexicana"
Mexicana X Hwasa: The Spectacular Return of the 37-Year-Old Original Seasoned Chicken, "It's Me, It's Mexicana"
"Where comes to mind when you think of seasoned chicken?"
The younger generation might find it difficult to answer this question readily. However, there is a brand that introduced seasoned chicken to Korea for the first time in 1987. That brand is Mexicana. And now, this original brand, boasting a 37-year history, has returned with a powerful branding campaign featuring singer Hwasa.
"It's Me, It's Mexicana."
Today, we will thoroughly dissect the brand's confidence and marketing strategy contained within this short yet impactful phrase.
1. Brand Description: Mexicana, Writing the History of Seasoned Chicken
Established in 1987, Mexicana is the living history of Korean chicken franchises. At a time when most chicken restaurants sold only fried chicken, Mexicana was the first to popularize seasoned chicken coated in a sweet and spicy sauce. Over the course of 37 years, while countless chicken brands have risen and fallen, Mexicana has consistently maintained its position. However, it is true that its presence has somewhat faded in recent years, pushed aside by emerging brands employing aggressive marketing strategies.
This branding campaign is a declaration that Mexicana intends to stand at the center of the market once again. It embodies the determination to reclaim its pride as the original and be reborn as a brand that appeals to the new generation.
2. Advertising Concept: The Confidence of the Original, A Bold Declaration
In a word, the concept of this advertisement is "The Return of the Original." It emphasizes that while numerous brands sell seasoned fried chicken, the beginning was Mexicana.
The tone and manner that permeates the entire advertisement is one of boldness and confidence. It does not offer lengthy explanations or emphasize price competition. Instead, it declares its identity with the short phrase, "It's me, it's Mexicana." It is an exquisite copy that feels both familiar—like an old friend saying, "I'm here"—and conveys the gravitas of being the original.
Throughout the video, Hwasa’s intense gaze and gestures visually support this message. The composition naturally leads viewers to realize, "As expected, the original is different."
3. Creative Concept: The Aesthetics of Red and Sensual Direction
The creative direction of this advertisement centers on red color marketing. Red, Mexicana’s brand color, evokes the sweet and spicy sauce of seasoned fried chicken while simultaneously symbolizing passion and intensity.
The entire screen is bathed in red tones, and both the space featuring Hwasa and the lighting are based on red. This is not merely to create a visually appealing scene, but a strategic choice designed to imprint the Mexicana brand in the viewer's mind.
Furthermore, the use of fast cut editing and dynamic camera movements keeps the viewer captivated without a dull moment. Close-up shots of the chicken maximize the gloss of the sauce and the texture of the crispy batter, stimulating the appetite. The sophisticated visual aesthetic, reminiscent of a music video, is being praised for completely overturning the conventions of traditional chicken advertisements.
Throughout the video, Hwasa’s intense gaze and gestures visually support this message.
4. Model Strategy: Hwasa, Icon of Confidence
Mexicana chose Hwasa as its model because her image perfectly aligns with the brand message.
First, Hwasa is an icon of confidence. Her intense performances on stage and her self-assured attitude perfectly match the slogan, "It's me, it's Mexicana." When she speaks, there is a persuasive quality that inspires trust.
Second, there is her recognition as a "mukbang" (eating show) star. Hwasa is famous for eating heartily on various variety shows. Scenes of her eating chicken exert a powerful advertising effect in themselves. Her natural, unforced eating style stimulates viewers' salivary glands.
Third, there is her broad fanbase that encompasses both the MZ generation and the older generation. From her days with Mamamoo to her solo activities, she is loved by people of all ages. This aligns precisely with Mexicana's challenge of approaching its 37-year-old brand in a fresh way for the younger generation and familiarly for existing customers.
5. Music: Addictive Beat and Hwasa’s Voice
The background music for this commercial is a jingle featuring Hwasa’s voice. The hook, "It’s me, it’s Mexicana," is repeated over an intense beat, heightening the addictiveness.
The music features a groovy style blending hip-hop and funk, which harmonizes well with Hwasa’s musical color. It functions not merely as background music, but as a key player delivering the advertisement’s core message.
In particular, Hwasa’s signature husky yet powerful voice auditorily completes the image of Mexicana’s intense seasoned chicken. You will find yourself listening to "It’s me, it’s Mexicana" lingering in your ears even after the commercial ends.
6. Filming Location: Red-Lighted Studio Set
The commercial was filmed on a large studio set rather than at a specific outdoor location. By simplifying the background and focusing on lighting and color, the design ensures that the viewer's attention is entirely focused on the model, Hwasa, and the product, the chicken. The scene of Hwasa posing under red lighting is reminiscent of a concert stage. This demonstrates that a chicken advertisement can transcend simple product promotion and become a form of cultural content.
In some scenes, neon signs and metallic-textured props were utilized to create an urban and hip atmosphere. The spatial composition features a coexistence of tradition and modernity, as well as the gravitas of the original and a trendy sensibility.
7. Outfits and Styling: The Intensity of Red and Black
Hwasa's outfit was styled around the brand's colors, red and black. The red leather jacket and glossy fabrics serve as devices to visually connect with the sheen of the seasoned chicken.
Her hairstyle was styled in Hwasa's trademark voluminous waves to highlight a glamorous yet strong image. The makeup also maximized this intensity by adding smoky eyes to red lips.
The overall styling aligns with Hwasa's own artistic image while completing the confident and assertive brand message that Mexicana pursues. The visuals are so sophisticated and fashionable that it is hard to believe this is a chicken advertisement.
8. Expected Effects of the Advertisement: A Signal for a Brand Rebound
This campaign is expected to bring several positive effects to Mexicana.
First, a resurgence in brand awareness. Through the powerful model Hwasa, the name Mexicana can be imprinted once again in the public's mind. In particular, this is an opportunity for the younger generation to perceive it as a trendy brand rather than an old-fashioned one.
Second, the strengthening of its "original" positioning. By clearly establishing itself as the originator of seasoned fried chicken, the brand can successfully differentiate itself from competitors. This is because history and tradition are assets that cannot be bought with money.
Third, the social media viral effect. Hwasa's fandom and the high quality of the advertisement will induce voluntary sharing and derivative works. The ad has already become a hot topic on various communities and social media platforms immediately after its release.
Fourth, a substantial increase in sales. Consumers who see the ad are likely to return to Mexicana after a long time, which is highly likely to lead to an influx of new customers. The collaboration between Mexicana and Hwasa goes beyond the simple hiring of an advertising model; it is a declaration opening a new chapter for a 37-year-old brand. We look forward to seeing what results Mexicana’s challenge to reclaim its pride as the original and connect with the new generation will produce.
If you are craving seasoned fried chicken tonight, why not experience the taste of the original once again?
"It's me, it's Mexicana."
This post was written based on personal analysis and opinions.
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