Food Industry Missing 'Fun Marketing'... "Attracting Attention with Unique Fun in Products and Packaging"

Food Industry Highlights 'Fun' in Marketing
Product Launches and Various Events Follow One After Another

Orion Choco Pie Jeong? Pokachip Summer Limited Edition 3 Types. / Photo by Orion

[Asia Economy Reporter Song Seung-yoon] The food and beverage industry is targeting the MZ generation (Millennials + Generation Z) with various 'fun' marketing campaigns emphasizing freshness and enjoyment.

According to the industry on the 15th, recently, the food and beverage sector has been launching various campaigns and products highlighting fun elements aimed at the MZ generation. Unique collaborations and diverse events are also part of this trend.

Orion recently released a summer limited edition of Choco Pie called 'Choco Pie Watermelon.' The watermelon flesh is represented by red-colored bread, and the surrounding chocolate is coated with a watermelon rind pattern. The marshmallow contains watermelon juice, and chocolate chips inside the bread realistically depict watermelon seeds. Additionally, products capturing the flavors of popular vacation drinks, such as 'Pocachip Hula Mango Flavor' and 'Pocachip Lime Mojito Flavor,' were also introduced.

Coca-Cola's beverage brand Fanta conducted the 'Fun Booster' campaign in collaboration with singer-songwriter Minoy. They released a limited edition 'Fanta X Minoy' KakaoTalk emoticon featuring Minoy's image from the so-called 'big head meme' and Fanta illustrations, which received great consumer response.

Beer distributor BeerK is running Tsingtao's 'Oh My Fun!' campaign. Related new products were recently launched, including a limited edition set of three 'Tsingtao Lager Shin Dong-yup Can' featuring illustrated humorous expressions of the advertising model Shin Dong-yup on the beer labels. They also released a 'Bewitching Voice Bottle Opener' recorded with Shin Dong-yup's actual voice.

Dongseo Food previously launched a limited edition cookie called 'Mystery Oreo,' whose flavor is unknown until eaten. Various participatory events such as the 'Shh, No Spoilers Mystery Oreo' event were planned alongside. Other popular events included expressing favorite Oreos with emojis and the 'Oreo Dunk Challenge,' where participants filmed themselves dunking Oreos into milk and uploaded the videos.

An industry insider said, "To attract consumers' interest now, the fundamental taste of the product is basic, but additional differentiating factors are essential. Especially, the utilization of 'fun' elements that can induce spontaneous viral effects, including meme phenomena, is expected to increase further."