"No Top Model Needed"... Inside the No.1 Brand's Advertising Strategy

Nongshim Changes Shin Ramyun Packaging for the First Time in 38 Years
Featuring Ordinary People Instead of Actors and Sports Stars

OB Beer Also Differentiates 'Cass' Ads with Ordinary People
Competing with 'Familiarity' Stories Based on Market Dominance

Brands with a solid consumer base in the distribution market, such as Shin Ramyun and Cass, are attempting differentiation by featuring ordinary people as advertising models. Instead of using sports stars or famous celebrities to boost product awareness and attention, they are focusing on highlighting 'familiarity' based on a strong market share. This emotional marketing, which centers on everyday episodes or heartwarming stories, is attracting attention within the industry, raising curiosity about whether it will help maintain an edge over competitors who rely on top stars.

New Shin Ramyun advertisement image cuts by Nongshim highlighting the simplicity of everyday life featuring ordinary models
[Photo by Nongshim]

According to related industries on the 22nd, Nongshim has been airing a new TV commercial for Shin Ramyun titled "Ramen that Deliciously Fills Life" since the 20th. Notably, the company changed the copy "Shin Ramyun that Moves Men," which had been used continuously since the product's launch in 1986, for the first time in 38 years, emphasizing the keyword "life" to highlight small daily happiness. The advertising model also broke from precedent by featuring ordinary people as protagonists instead of world-class Korean stars like Park Ji-sung, Song Kang-ho, and Son Heung-min.

A Nongshim official explained, "Shin Ramyun has highlighted its leadership as an industry-leading product by using nationally representative famous models," adding, "Now, based on its market-leading share, we have shifted the concept to share familiarity and memories with the public over nearly 40 years." Accordingly, upcoming advertisements will focus on everyday life closely related to family or acquaintances, such as enjoying Shin Ramyun while camping with family or eating it to soothe the stomach after a company dinner. According to market research firm Market Link, Shin Ramyun recorded a brand market share of 15.49% in the domestic ramen market as of 2022, ranking first and maintaining a share above 10% for several years, leading the industry.

The change in Shin Ramyun's advertising is also influenced by partnering with a new advertising agency. To reduce internal transactions, Nongshim liquidated its affiliated advertising agency Nongshim Planning, which had been responsible for most of Nongshim's advertisements, and decided to outsource work to external companies on a case-by-case basis. The current Shin Ramyun advertisement was handled by HS Ad, an LG-affiliated advertising agency. A Nongshim official said, "There was internal concern that concepts and stories might become fixed due to advertising work being centered on one place for a long time," adding, "We plan to continue outsourcing advertising work to external companies depending on the product and issue."

OB Beer Cass, 2024 New Year's First Campaign 'ChukCass'
[Photo by OB Beer]

In the alcoholic beverage industry, OB Beer has long featured ordinary people as advertising models for Cass, the industry's number one brand. For example, a TV commercial released earlier this month depicted friends who had only congratulated a friend who succeeded in getting a job via text or phone calls coming together to share the protagonist's joyful moment, adding true meaning to the celebration. In 2022, OB Beer launched the campaign "Looking for the Real Heroes of Chuncheon City," which highlighted citizens who voluntarily cleaned up beer bottles spilled on the road through YouTube and other platforms, drawing attention. This strategy differentiates itself from competitors who use popular actors or girl groups as advertising models.

An OB Beer official stated, "The company's policy has been to avoid strategies that strengthen brand positioning by featuring highly recognizable models for products loved by consumers over a long period," adding, "We plan to continue focusing on featuring ordinary people as protagonists to build empathy with consumers."

According to market research firm Nielsen Korea, Cass recorded a 42% share of the domestic beer home market as of November last year, maintaining the top position in the domestic beer market for 12 consecutive years since 2012.