HiteJinro Wins Grand Prize in '2022 Korea Advertising Awards Creative Strategy Category'

[Asia Economy Reporter Eunmo Koo] HiteJinro announced on the 6th that it won the Grand Prize in the Creative Strategy category at the ‘2022 Korea Advertising Awards.’ Following last year’s Gold Prize, this marks the first time in the alcoholic beverage industry to win the Korea Advertising Awards two years in a row.

The Korea Advertising Awards is the most prestigious ceremony in the Korean advertising industry, hosted by the Korea Federation of Advertising Associations. The Grand Prize in the Creative Strategy category, awarded to HiteJinro, is given to the best campaign that creates business opportunities and influences consumers and culture by redefining the brand with a clear concept and specific goals.

The Terra Spooner campaign, first launched by HiteJinro in February, was designed to cheer up the market atmosphere, which had been stagnant due to the prolonged COVID-19 pandemic, in a joyful and pleasant way. Inspired by the uniquely popular Korean culture of opening beer with various tools instead of a bottle opener, the campaign utilized the spoon-shaped bottle opener called the ‘Spooner.’ Terra’s 100% real carbonation was conveyed through the auditory medium of the bottle cap opening sound, called the ‘Real Sound.’ Additionally, by casting renowned physicist Professor Sangwook Kim as the model, the campaign cleverly and humorously explained the various scientific development principles of the Terra Spooner with a twist of humor, delivering the message in a trustworthy and entertaining manner.

The advertisement attracted attention by surpassing approximately 10 million cumulative views on social media platforms, mainly among the MZ generation (Millennials + Generation Z), and was also expanded into TV commercials. The strong interest in the Terra Spooner led to the ‘Terra Spooner Challenge,’ an SNS campaign where consumers posted short-form videos opening Terra bottles with the Spooner at actual drinking gatherings, recording over 3,000 hashtags.

Seongtaek Oh, Executive Director of Marketing at HiteJinro, said, “We are grateful to receive this great award thanks to the consumers who loved Terra and the Spooner throughout the year,” and added, “We plan to continue communicating with consumers through various touchpoints such as SNS channels, sharing HiteJinro’s unique joyful experiences and increasing brand preference.”