Lotte Chilsung Appoints Actors Kim Ji-won and Koo Kyo-hwan as New Models for 'Cheoeum Cheoreom'

Advertising with the concept of 'Always by Your Side, Like the First Time'

On the 26th, Lotte Chilsung Beverage announced that they have selected actors Kim Ji-won and Koo Kyo-hwan as the new models for their representative soju brand, Cheoeum Cheoreom, and will be unveiling a renewed product.

The video advertisement, planned under the concept "Always by your side, from Cheoeum Cheoreom," is composed of narration reflecting various emotions and memories that Cheoeum Cheoreom evokes in the characters during different drinking occasions with Cheoeum Cheoreom. Each model plays the protagonist in the video while simultaneously delivering narration from Cheoeum Cheoreom’s perspective, providing a unique twist by revealing that the words, which feel like reminiscing about a lover, are actually the story Cheoeum Cheoreom conveys to consumers.

In particular, the advertisement naturally showcases the past label designs of Cheoeum Cheoreom, which have changed over time, woven into various episodes, while also presenting the newly redesigned label. This emphasizes the concept of "Always by your side, from Cheoeum Cheoreom" and the continuity of the brand.

A representative from Lotte Chilsung Beverage stated, "This renewal of Cheoeum Cheoreom emphasizes the product name to allow consumers to feel the brand more intuitively without changing the alcohol content. At the same time, it expresses the groundwater from the foothills of Daegwallyeong, one of Cheoeum Cheoreom’s distinctive points, in a modern sensibility." They added, "We plan to actively promote the newly refreshed Cheoeum Cheoreom through new packaging, new models, and more aggressive marketing efforts going forward."