JINRO UK Launch Campaign
Brief
JINRO Soju is a household name in the UK
Make JINRO Soju a preferred, low-ABV Gin and
Vodka alternativeMake target audience aware of the values of JINRO
Build strong awareness and brand presence in the UK
Become a relevant and popular brand among the
target demographic
Role
Creative Director/ Graphic Design/ Marketing Director
Tools
Figma, Google Ads, Adobe Illustration, Photoshop
Client
1410 Agency/ HiteJinro
Year
12/2023
JINRO UK LAUNCH CAMPAIGN
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HiteJinro
Originating in 1924, Jinro, later HiteJinro after acquiring the beer brand ‘Hite’ in 2006, is a premium Soju (Korean spirit) that has recently gained international popularity amongst young and professional segmentations.
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Challenge
The UK and Korean drinking cultures are very different, as are the types of drinks consumed. Furthermore, younger segmentations are slowly turning away from alcohol as a trend.
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Solution
Use relevant channels to reach the desired segmentation, utilise current trends in events marketing and niche alcohol consumption trends to circumvent the general downturn in interest (e.g. Trends in customizability exoticism).
Market Research
To tackle this project, I used tools such as the SWOT and PESTLE to understand Jinro’s positioning within the UK and abroad to inform my strategy moving forward. In collaboration with the UK-based Agency 1410, I was able to build an understanding of what methods had already been implemented and what kind of ventures could be proposed moving forward.
Audience Analysis
The target segmentation of young people and professionals falls mainly into the category of Gen-Z and Millenials, respectively. This age bracket, although broad, comes with distinct challenges and preferences that inform the campaign. Namely a susceptibility to experience and event marketing, preferences to brands with a good perceived value set match, interest in opinion leaders and overall interest in trying new things and products that provide personalisation
Persona Ideation
I crafted two personas to shape my campaign, pinpointing media channels and empathy maps for millennials and Gen-Z, ensuring distinct needs are met and both demographics are effectively engaged.
Poster Campaign
OOH Campaign
Our vibrant billboard campaign for ChamiSul captivates with bold visuals and a dynamic palette, embodying the "Imagined your way" spirit. Highlighting the "ChamiSul Fresh" line, it targets young nightlife enthusiasts, inviting innovation with the "Refresh your..." tagline. KoreanBilly's presence bridges familiarity and curiosity, enhancing connection. The call to explore via our app, coupled with minimalist design and the "Jinro feel," targets a youthful audience, sparking interest. This campaign grabs attention and ignites the desire to discover ChamiSul, blending striking visuals with a call to creativity.
Event Campaign
Building on the impact of event marketing within our target segments, I've designed menu and window decal graphics, ready for use in partner-hosted campaigns.
Festival Booths
Ideal for tradeshows, conventions, and festivals, this is a prime spot for JINRO to enhance awareness and preference among B2B and B2C clients through genuine interactions. Stocked with samples and branded giveaways, the booth will be manned by a marketing team and ambassadors like KoreanBilly, fostering authentic connections.
FreshBox, Food Bundle Collab Campaign
This collaboration can leverage HelloFresh's alcohol ventures, like their Wine Packages, to introduce Korean cuisine with "Chamisul Fresh." Key is clear communication and age verification due to alcohol content. Tailored for group gatherings, these packages could blend social soju experiences with shareable Korean dishes, appealing to millennials and Gen Z. The initiative aims to foster connections and create memorable moments with stickers, positioning Jinro as more than an alcohol brand but as a facilitator of camaraderie.
Campaign App
JINRO Campaign Mobile App
JINRO Campaign Mobile App
An app designed to integrate all media channels, enhancing loyalty and retaining audiences by offering a seamless, engaging experience.