How Ahn Yu-jin’s Super Matcha Latte and Maxim Supreme Gold Commercial Captivate the MZ Generation
Hello! I am a blogger who loves a trendy lifestyle and delicious coffee.
These days, when you open social media, the first content that catches your eye is 'short-form,' isn't it? Having become accustomed to short videos of just over a minute, we now mercilessly 'skip' advertisements if they are long or boring.
However, recently, there was an advertisement that not only made me watch it to the end without realizing it, but also made me press the save button. It is the 'Choux Cream Matcha Latte Recipe' short-form video presented by Maxim Supreme Gold in collaboration with Ahn Yu-jin of IVE. How did this short video, which is less than a minute long, manage to capture our hearts? Today, I will thoroughly dig into the charms of this clever advertisement.
The Human Supreme Gold, Ahn Yu-jin: Perfect Casting
When discussing the success of this advertisement, we cannot leave out model Ahn Yu-jin. She is currently one of the most trendy and energetic icons representing the MZ generation. Her bright and healthy energy, along with her lovable "Ahn Daeng-daeng" image, perfectly embodies the "premium" and "trendy" values that Maxim Supreme Gold aims for.
In the commercial, Ahn Yu-jin does not simply stand there as a pretty model; instead, she naturally shares the recipe as if she were filming her own vlog. Her refreshing expressions and sincere reactions, such as "Mmm, sweet and bitter!" strongly motivate viewers to think, "I want to make and drink it just like that." This is a prime example of how well the product and the model's image harmonize significantly impact the effectiveness of an advertisement.
The Power of 'Short-Form Recipe Content' Beyond Advertising
The biggest reason this advertisement is special is that it does not follow the conventions of traditional advertising. Instead of directly proclaiming, "Our product is this good," it takes the form of "content" that kindly demonstrates, "You can make something this wonderful with this great product."
In particular, the name "Choux Matcha Latte" is a stroke of genius. This witty name, combining 'Choux' from 'Supreme Gold' with 'Matcha,' stimulates viewers' curiosity and is catchy enough to be easily remembered. It is far more effective than a lengthy explanation like "Matcha Latte made with Maxim Supreme Gold."
In this way, the advertisement goes beyond simply promoting the product to providing consumers with practical information in the form of "home cafe recipes." It is a counter-intuitive approach where viewers watch the ad to obtain information! This is a clever strategy that naturally maximizes the advertising effect by inducing viewers to voluntarily share and create derivative works (follow-up recipes).
Why 'YouTube Shorts'? A Perfect Understanding of the Platform
Maxim selected 'YouTube Shorts' as the platform to deliver this content most effectively. This is the result of a perfect understanding of the platform's characteristics.
YouTube Shorts is a platform primarily used by the younger generation, who are accustomed to fast-paced and visually engaging video consumption. This advertisement faithfully follows the success formula of short-form content, featuring a vertical screen layout, fast-paced editing, and upbeat background music.
Thanks to this, viewers do not perceive the advertisement as a "distraction," but rather naturally accept it as one of the short-form content pieces they usually enjoy. It represents the point where the brand's goal of promoting its product perfectly meets the viewers' need for entertaining content.
Old-fashioned Coffee Mix? Transforming into a 'Hip' Home Café Ingredient
While "coffee mix" is incredibly familiar to us, it is also true that it carries stereotypes of being "office coffee" or "old-fashioned coffee." Through this advertisement, Maxim Supreme Gold has succeeded in completely overturning this image.
The ad demonstrates that coffee mix is not merely a beverage mixed with hot water, but can become a "creative ingredient" that blends with matcha, milk, ice, and more to create new flavors and visuals. This offers a glimpse into the brand's grand vision to expand the consumer base for coffee mixes from the middle-aged demographic to the younger generation who enjoy home cafes. Maxim Supreme Gold has now been repositioned not merely as a simple coffee mix, but as a "hip item" for creating one's own home cafe.
The fantastic synergy created by the meeting of top model Ahn Yu-jin, the ingenious content "Choux Matcha Latte," and the optimal platform "YouTube Shorts." This Maxim Supreme Gold advertisement seems to present an excellent model answer to how a brand should communicate with the younger generation.
[Check out the official YouTube video]
