HiteJinro Launches 'Ilpum Dansim' Campaign with Ilpum Jinro Model Lee Hyori

Brand Model Selection, Advertising Launch
Expecting Synergy of Authenticity and Luxurious Image

Hite Jinro, celebrating its 100th anniversary this year, announced on the 27th that it has selected singer Lee Hyori as the brand model for Ilpoom Jinro and will launch the 'Lee Hyori is Ilpoom Dansim' advertising campaign.

As this is the first advertisement featuring Ilpoom Jinro and Lee Hyori together, Lee Hyori focused on expressing the taste and core values of Ilpoom Jinro based on the Ilpoom Dansim slogan. The company explained that it captured Lee Hyori, known as a connoisseur, enjoying Ilpoom Jinro, a fine liquor she personally chose, in a luxurious yet stylish manner.

Premium Jinro Brand Advertisement with Lee Hyori
[Photo by HiteJinro]

The advertisement begins with model Lee Hyori walking down the street, accompanied by a narration saying, "The three things I value most: well-matched clothes (衣), delicious food (食), and good liquor (酒)."

Upon arriving at a dining bar, Lee Hyori explains her special way of enjoying Ilpoom Jinro. She first opens the diamond cap, smells the aroma, and drinks the first glass straight to savor the smooth and clean taste. Then, looking at the camera, she whispers, "The secret of this taste is 100 years," and the screen transitions with the caption "Completed with 100 years of distillation technology."

The advertisement concludes with the slogan "Lee Hyori is Ilpoom Dansim," reflecting Lee Hyori's sincerity. At that moment, Lee Hyori reappears with a confident expression and adds the narration, "100 years, can you keep up?" The advertising campaign featuring Lee Hyori can be seen across various channels, starting with YouTube and social networking services (SNS).

Oh Seong-taek, Executive Director of Marketing at Hite Jinro, said, "We expect a positive synergy effect as the image of model Lee Hyori resembles the Ilpoom Jinro brand image," adding, "As this is the first time we have appointed a model for the Ilpoom Jinro brand, we will expand consumer touchpoints through various channels."

Meanwhile, Hite Jinro completed its lineup with the release of Ilpoom Jinro Oak 25 on the 23rd, alongside Ilpoom Jinro 25, Ilpoom Jinro Oak 43, Ilpoom Jinro 1924, and Ilpoom Jinro Goyeonsan.