[Asia Economy Reporter Lee Seon-ae] The distribution industry is intensifying marketing efforts by selecting stars with bright images as models. Despite experiencing stagnation due to the prolonged COVID-19 pandemic, the strategy is to overcome the crisis through active communication with consumers.
According to related industries on the 4th, Hite Jinro recently reappointed singer and actress IU as the model for the Chamisul brand.
Hite Jinro decided to renew the contract because IU, who is active as both a singer and actress, is loved by various age groups, has recognition and representativeness, and her clean image is evaluated to fit best with the Chamisul brand among all previous models.
IU worked as the Chamisul model for four years from 2014 to 2018, showing a clean chemistry with Chamisul and growing alongside the brand. Especially when first appointed, she was praised for bringing freshness with a clean and differentiated image in a market where alcoholic beverage ads were dominated by sexy concepts.
This reappointment of IU as the Chamisul model is the first case among Chamisul models, and both sides expect a unique synergy effect. Marketing Director Oh Seong-taek explained, "IU’s achievements as an artist, her position as an actress, and her social contributions as a public figure have shown that she is a model with both star power and character, which we judged fits well with the clean image that the Chamisul brand pursues."
A new advertising campaign was also unveiled. Under the slogan "The dew comes cleanly and disappears cleanly! - A clean next day like dew, Chamisul," Hite Jinro plans to convey the original clean taste of Chamisul and a hangover-free next day to consumers.
Jeju Samdasoo also sent a love call to IU. Jeju Samdasoo appointed IU as its model and launched the first advertising campaign on the 1st. This campaign, consisting of two versions?Stone Wall and Forest Path?introduces the new brand model IU and highlights the relationship between volcanic scoria and Jeju Samdasoo.
Volcanic scoria is a unique resource of Jeju that plays a natural filtering role in the process of making Samdasoo. Jeju Samdasoo plans to promote its differentiated cleanliness through an advertising campaign centered on volcanic scoria.
A Jeju Samdasoo official said, "IU’s fresh and lively charm blends with Jeju’s nature, capturing a uniquely vibrant atmosphere in this advertising campaign. We expect to inform more people about the ‘natural filter’ volcanic scoria and the cleanliness of Jeju Samdasoo through IU, who is loved by various age groups."
Outdoor brand K2 chose actor Park Seo-joon. K2 stated that Park Seo-joon’s healthy image, with bright and positive energy and a diverse fan base across generations, fits well with K2’s brand image, leading to his selection as the new face.
In particular, Park Seo-joon, who has showcased a wide range of acting through various characters on screen and television, is expected to effectively convey K2’s brand story based on a spirit of challenge. K2 and Park Seo-joon will continuously present active yet stylish looks this season through the tech line for hiking and light trekking, as well as the life line reflecting functional lifestyle wear and athleisure trends.
LG Household & Health Care selected actor Kim Dong-hee as the new advertising model for Carezone, a derma-cosmetic brand offering customized solutions. Kim Dong-hee gained much love for his role as Jang Geun-soo in JTBC’s Friday-Saturday drama "Itaewon Class," portraying a three-dimensional character with delicate emotions.
Carezone plans to promote its trouble and exfoliation care products, such as the "A'cure One Shot Exfoliating Toner Pad" and "Deep Clean Gentle Peeling Gel," by leveraging Kim Dong-hee’s charming "puppy-like" image.
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