Binggrae Selects Actor Seo Kangjun as Model for 'The:Danbaek'

A Campaign Aiming to Make Protein Drinks Part of Daily Life

Binggrae announced on May 19 that actor Seo Kangjun has been selected as the new advertising campaign model for its health-focused protein brand, The:Danbaek. This campaign is part of a strategy to promote protein consumption as a natural part of daily routines.

In the commercial, Seo Kangjun is seen performing various exercises such as weight training and running, while naturally drinking The:Danbaek Drink and the new product, Water Protein. Binggrae explained, "We aimed to expand the TPO (time, place, occasion) for consuming protein products, delivering the message that they can be easily enjoyed not only during workouts but also throughout daily life."

This campaign focuses on repositioning protein beverages from being merely 'muscle-building supplements' to 'daily drinks that can also quench thirst and replenish hydration.'

As part of efforts to expand brand experience, Binggrae will begin recruiting participants for the 9th The:Danbaek Challengers via its official Instagram starting May 19. This challenge is a consumer-participation event in which participants consume The:Danbaek products and take on exercise routines for 21 days.