'Terra Jump Up 2025' Campaign Launched
Terra Surpasses 5.2 Billion Bottles Sold in 6 Years
HiteJinro's beer brand Terra is making a second leap forward with a package renewal.
On the 19th, HiteJinro announced, "Through the 'Terra Jump Up 2025' campaign reflecting trends, we will begin activities to revitalize Terra, which is celebrating its 6th anniversary, and expand its popularity."
Since its launch in March 2019, Terra achieved the milestone of selling 1 million cases in the shortest period of 39 days and surpassed 5.2 billion bottles sold in 6 years. Additionally, by consistently executing a clean concept communication, it has grown into Korea's representative beer brand, with key brand indicators outperforming those of competing leading brands.
Despite concerns over domestic and international instability such as weakened consumer sentiment, HiteJinro plans to use Terra's 6th anniversary as an opportunity for a new leap forward and aims to dominate the beer market through various activities.
First, the company will strengthen growth momentum through new activities that give the Terra brand a sense of 'freshness.' It will carry out a package renewal in line with global trends to enhance brand readability and logo visibility. After 6 years since its launch, the brand model will be changed, and efforts will be made to improve the brand image using new advertisements.
Furthermore, synergy marketing based on the recognition competitiveness of HiteJinro's other brands and collaborative marketing with brands from different industries that have high recognition and excellent compatibility with Terra's clean image will be promoted. Year-round promotions linked to nationwide baseball stadium marketing to provide Terra branding and drinking experiences, as well as regional representative festivals such as the Jeonju Gamak Festival and the Hongcheongang Starlight Music Festival and beer festivals, will be executed.
Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "Terra, which is celebrating its 6th anniversary, has appeared with the concept of 'clean lager' and continues to grow as an icon of innovation in the domestic beer market," adding, "This year, through various marketing activities, we will make it a year that not only achieves a second leap but also overturns the beer market."
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