Free Launch TV Commercial Featuring Son Seok-gu Airs on March 30
HiteJinro unveiled the pre-launch edition of its new domestic regular beer product 'Kelly,' released four years after the launch of Terra, on the 30th of last month. With the product and model revealed ahead of the official release on the 4th, the company plans to heighten anticipation for Kelly.
The advertising model for the new product Kelly is actor Son Seok-gu. Son Seok-gu has recently emerged as a leading actor, showcasing a surprising charm ranging from melodrama to action. HiteJinro stated that they selected Son Seok-gu as the model, expecting to maximize the concept of Kelly as a ‘reverse lager.’
Born under the slogan ‘The Reverse of Lager,’ Kelly is characterized by using 100% ‘Denmark premium malt’ grown under the North Atlantic sea breeze. It undergoes a ‘double maturation process,’ first maturing at 7℃ and then once more at -1.5℃, delivering a taste that is both smooth and intense.
The advertisement begins with majestic background music, focusing on Son Seok-gu’s face where light and shadow alternate, shifting from a gentle smile to an intense expression. Following this, the phrase ‘FROM DENMARK April 2023’ appears with narration as the beer pours like a waterfall, and Kelly makes its entrance with dazzling aurora lighting, concluding by showcasing the product’s slogan, ‘Kelly, the Reverse of Lager.’
The pre-launch advertisement can be seen on TV channels and digital media, with the main advertisement scheduled to be released in April after the product launch.
Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “Since this is a regular beer released after four years, we wanted to convey anticipation to consumers by unveiling the ‘pre-launch’ edition before the main advertisement. Kelly is a perfectly balanced beer that feels smooth on the palate and has a strong carbonation as it goes down the throat. We plan to continue active marketing activities so that many consumers can experience it.”
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