2024-06-26 08:12:53
Dong-A Pharmaceutical Bacchus
Bacchus, launched in 1963, is a long-lived model that celebrated its sixtieth birthday final 12 months. Though it has a protracted historical past and has shaped a robust shopper base, Bacchus just isn’t happy with this and is increasing its model picture and strengthening communication with MZ customers.
Since its launch, Bacchus has launched an promoting marketing campaign with the theme of consolation and empathy, garnering lots of sympathy from the general public with honest promoting that captures the feelings of an period.
The newly launched commercial this 12 months included youth and youth as the primary message to be able to broaden sympathy with the MZ era. ‘Use your youth to your fullest!’ is the important thing message of Bacchus’ new commercial. Not like present ads that centered on restoration and luxury via empathy in on a regular basis life via the tales of main figures who lead our society, the theme was modified to assist youth.
The youthful, full-hearted journey collection captures the adventurous youth touring to unfamiliar locations. It depicts them roaming the streets they encounter for the primary time with expressions of curiosity and anticipation, and even once they get misplaced, they consider of their true selves and attempt to discover their manner via, cheering on the youth who’re residing their very own lives.
Bacchus personally visited websites the place younger folks have been current and added vitality to them. Final 12 months, we began ‘Bacchus Campus Assault’ to strengthen communication with school college students. In April of this 12 months, I visited 5 universities (Sookmyung Ladies’s College, Chonnam Nationwide College, Dong-A College, Yeungnam College, and Chungbuk Nationwide College). It was operated as a every day pop-up zone inside every college’s campus, and numerous packages have been held on the sales space, together with offering Bacchus merchandise and items, video games, and photograph zones.
The Campus Assault exercise offered small recollections and vitality to school college students who have been exhausted in the course of the examination interval, and acquired a constructive response with about 1,000 school college students from every campus taking part.
A wind of change additionally blew via the primary mannequin. Bacchus Taste Jelly, which accommodates the style of Bacchus, just lately chosen widespread idol Rise as its foremost mannequin. Rise is a brand new group below SM Leisure that debuted in September 2023, and just lately launched songs have gained nice reputation, establishing itself as an idol group representing the MZ era.
Three varieties of Bacchus-flavored jelly (Bacchus-flavored jelly, Bacchus-flavored jelly bitter, Bacchus-flavored tangle jelly) featured solo cuts of Rise members and unit cuts with the members on the entrance, attracting the eye of MZ customers.
With the intention to goal younger folks, they’re additionally actively collaborating with firms. Bacchus just lately collaborated with Kyowon Crimson Pen. In March, for purchasers who utilized for a free trial of Crimson Pen’s sensible studying model ‘I Can Do’, they offered the I Can Do free trial bundle together with two varieties of ‘Bacchus-flavored jelly’ and ‘Bacchus-flavored jelly bitter’ free of charge on a first-come, first-served foundation.
As well as, Bacchus was added to Kakao Mates, a well-liked character among the many MZ era. It gained reputation by launching a complete of 11 items utilizing Kakao Mates’ consultant characters ‘Ryan’ and ‘Chunsik’, together with the Bacchus lengthy pillow set, pajamas for ladies and men, multi-pouch, sticky observe, and determine key ring.
The rationale why Bacchus has been in a position to obtain constant love over the previous 60 years is as a result of it has strengthened communication with customers according to the tendencies of the occasions. Due to Bacchus, who doesn’t quiet down and embraces newness, you possibly can achieve youth, vitality, and even slightly consolation anytime, anyplace.
Reporter Yoo Ji-young [email protected]
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2024-06-26 08:12:53