[Asia Economy Reporter Song Seung-yoon] Hite Jinro announced on the 18th that it will launch a new TV commercial for its soju brand Jinro.
The new commercial will air from today through cable, IPTV, and online platforms. The advertisement humorously depicts various members of the MZ (Millennial + Generation Z) generation transforming into toads that look exactly like themselves.
The commercial begins with a part-time worker cleaning a mirror and simultaneously turning into a toad resembling themselves. The toad then transforms into graffiti on a wall, and the artist painting the graffiti also changes into a toad identical to themselves. A woman doing Pilates and a YouTuber filming a video also transform into themselves and their toad counterparts. Friends gathered together drinking Jinro also turn into toads resembling themselves, accompanied by the phrase "A super clean taste that connects us." Through this commercial, Hite Jinro emphasized that the toad is an icon that empathizes with and communicates the sensibilities and culture of the MZ generation.
Jinro, now in its fourth year since launch, has surpassed 1 billion bottles in cumulative sales and has grown into a representative soju brand in Korea alongside Chamisul. Jinro attracted significant attention as the first in the industry to use the toad as a character for marketing. Various marketing activities using the toad character are underway, including diverse toad merchandise and cross-industry collaborations.
Oh Seong-taek, Executive Director of Marketing at Hite Jinro, said, "This commercial newly expresses how Jinro communicates with the MZ generation," adding, "We will continue to pursue new and diverse marketing activities that resonate with the MZ generation."
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