Lotte Chilsung Design & Branding WHAT % OF YOUR LOVE IS LACKING? by Daehong Communications

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Industry Pre-Mixed Cocktails, Soft Drinks
Media Design & Branding
Market South Korea
Agency Daehong Communications
Executive Creative Director Kyoung Nam
Creative Director Jae-Cheul
Copywriter Kim Hutcheson, Sae Byul
Released July 2010

Credits & Description

Category: ii. Core FMCG
Product/Service: SOFT DRINK
Date of First Appearance: Jul 16 2010
Executive Creative Director: Kim, Kyoung Nam (Daehong communications)
Creative Director: Kim, Jae Cheul (Daehong communications)
Senior Art Director: Kim, Jung Hwa (Daehong communications)
Copywriter: Kim, Sae Byul (Daehong communications)
Junior Art Director: Chung, Da Won (Daehong communications)
Account Executive: Park, Gye Nam (Daehong communications)
Account Executive: Kim, Jung Hun (Daehong communications)
Account Executive: Choi, Joon Ho (Daehong communications)
Media placement: Package - Supermarket, Mart, Department Store - 1, August 2010~

Describe the brief from the client
The popular soft drink "2%" used to be loved by youth in Korea.
The brand almost faced a crisis 10 years after its peak.
When tea beverages hit the market, 2% started to diminish in people’s mind.
There was no other choice but to open up all the possibilities and revitalize the brand. Mission: Make twenties love the 2% brand again.

Describe the challenges and key objectives
We wanted to revitalize the situation of a new love story for the new generation, that was still sensitive enough to stimulate affection. We spent endless days agonizing over new content and channels to communicate to the new generation. We interviewed numerous people in 20’s, asking “What percentage of love is lacking?” and the answers we got from people had different levels of thirst. From the interviews, we have learned a key idea and made some graphs that shows the thirst of love, using the theme of "Love in the 20's".

Describe how you arrived at the final design
We created love graphs that show the thirst of love from the beginning to the end of love. We made one hundred designs to help to confess one’s love for one another, evoke jealousy, console each other, fall in love again with new styles using colloquial language and sensational calligraphy. We focused on one on one based communication in order to create common grounds among people. The package was the media itself to connect the full story of TVCF via smart tag.

Give some indication of how successful the outcome was in the market
*Over 10000 copies of packages about their love were posted on the website
*Visitors through Smart Tag: Over 708,719 people
*Average of 25.9% increase in sales for the first three months after launching the campaign
*Over 50% increase in sales, in month of October
*Over $3,000,000 U.S.D in sales gain in three months (compared to 2009)
10 years of continuous falling of sales finally turned around.
Finally, 2% regained its title “20’s representative soft drink”. Newspapers and magazines covered the story as a successful marketing case, and it was studied at universities as a successive example of marketing.