Lotte Chilsung's 'Saero' Wins 3 Categories at Korea Advertising Awards

Lotte Chilsung Beverage announced on the 6th that it won awards in three categories, including the Gold Prize in the Promotion category at the Korea Advertising Awards, with its zero-sugar soju ‘Saero’. Now in its 30th year, the Korea Advertising Awards is the only comprehensive advertising award in Korea covering all advertising media such as TV, digital, print, and outdoor advertising, and is recognized as the most prestigious award in the Korean advertising industry.

The ‘Saero Popup Store,’ held to celebrate the first anniversary of Saero’s launch, was designed as an interactive media art experience space that brought the world of ‘Saerogumi’?which had only been seen in advertisements?specifically the 257 Cave, to Seoul. The space was simultaneously decorated and reinterpreted the underground area as the entrance to a cave. This focus on consumer experience through the five senses was positively evaluated, earning the Gold Prize in the Promotion category. Additionally, the Saero video and print advertisements, which featured the concept of ‘Jumjado’ and captured Korean visual aesthetics, were recognized with Silver Prizes in the TV CF and Print categories.

A representative from Lotte Chilsung Beverage said, “We sincerely appreciate that Saero’s various campaigns received favorable evaluations at the Korea Advertising Awards, which boasts the highest prestige in the country,” and added, “We will continue to maintain our upward momentum with active campaigns covering both online and offline channels, doing our best to make ‘Saero’ the leading brand in the domestic soju market.”