[Asia Economy Reporter Lee Seon-ae] The domestic food industry is focusing on collaboration with BTS to effectively target the peak summer market this year. Companies are quickly appointing BTS as models and putting great effort into product launches and marketing in collaboration with BTS.
According to industry sources on the 5th, Lotte Chilsung Beverage appointed BTS as the model for Chilsung Cider and recently launched the ‘Chilsung Cider Peach & Cheonggyul BTS Special Edition’ featuring the members’ images.
The BTS Special Edition maintains the unique refreshing sensation and clear, clean brand identity of Chilsung Cider while adding the flavor of domestic fruits with ‘Chilsung Cider Cheonggyul & Peach’ packaged with designs featuring the seven BTS members.
To coincide with the launch of the BTS Special Edition, Lotte Chilsung Beverage opened the ‘Chilsung Cider MAP’ website accessible via QR code. This site uses location-based services to allow consumers to share and check the locations of products featuring each BTS member by scanning the QR code on the product label.
Through this site, Lotte Chilsung Beverage will premiere unreleased BTS commercial videos. Unreleased commercials and making-of videos for each member will be sequentially released every day at 7:07 PM from the 7th to the 13th of next month, for a total of seven days.
A representative from Lotte Chilsung Beverage said, “Along with the launch of the BTS Special Package, we plan to hold various events that communicate and resonate with the younger generation. We ask for much interest in the even fresher Chilsung Cider with BTS.”
Chilsung Cider is already enjoying the full effect of having BTS as its model. Among ARMY (BTS fan club) members, there is a frenzy to find posters given as gifts when purchasing Chilsung Cider. ‘Cider Poster’ has been trending at number one on Twitter’s real-time trends for consecutive days.
Baskin-Robbins, operated by SPC Group, also joined hands with BTS for this summer’s marketing. They recently signed an advertising contract and completed video and photo shoots for a new ice cream product scheduled for release in August.
Accordingly, the advertising videos will be released sequentially through cable TV and social networking services (SNS).
Additionally, Baskin-Robbins plans to sequentially introduce various promotional products such as ‘Projection Lights’ to commemorate the collaboration with BTS.
An SPC Group Baskin-Robbins representative said, “August at Baskin-Robbins is expected to be even more special with BTS. The advertisement captures BTS’s charm that will make you forget the heat, so please look forward to it.”
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