THE BRIEF
JINRO challenged our creative team to generate buzz and excitement around the launch of their newest flavor: JINRO Lemon. Our goal was to build anticipation and deliver a vibrant, memorable introduction for this zesty addition, while creating a flexible asset library designed to live beyond launch.
OUR APPROACH
Rather than reveal the flavor outright, we leaned into suspense. Through strategic teases and an unexpected April Fools twist, we sparked conversation, debate, and speculation, setting the stage for a reveal that was worth the wait.
THE SETUP
We teased a new flavor, but sent our fans in an unexpected direction. We announced a brand new JINRO Kimchi Soju flavor (On April 1st 😉)
Some fans were obsessed while others were appalled, and everybody was talking.
THE BIG REVEAL
The moment fans were waiting for 🎉
🍋
🍋
SOCIAL
HEAD IN THE CLOUDS
☁️ ☁️☁️☁️☁️☁️☁️☁️☁️☁️☁️☁️☁️☁️
We introduced the new flavor to the world at the Head in the Clouds Music Festival
INFLUENCER PARTNERSHIPS
Our strategic work with Kenny Song, Selina Yang, and Sally Kim successfully delivered our core brand value: ‘Easy to Drink’ soju that is the catalyst for creating connection, and introduced our Lemon flavor to audiences across the globe.
Through these partnerships, we saw our community grow by +2.12% and engagement rates reach up to 5%.
GENERATIVE 🤖
GENERATIVE 🤖
Impact
Impact
🍋 Excited Audience- The JINRO Lemon launch sparked overwhelmingly positive sentiment, with fans eager to know when and where to buy, and many praising the flavor as a new favorite.
📈 High Engagement Rate- Campaign posts saw engagement rates as high as 14.1%, with strong interaction across multiple drops leading up to and following the reveal.
🎁 Brand Loyalty in Action: The campaign reinforced that our audience gets excited for new products and branded merch, paving the way for future surprise-and-delight activations.
TEAM:
COPY | Gene Augusto
AD | Rio Bregman, Skyler Gregerson
DESIGN | Rio Bregman, Skyler Gregerson, Damian Dinh
VIDEO EDITING | Rio Bregman
CD | Vince Murray
ECD | Bob Rayburn
CCO | Jason Sperling
AGENCY | INNOCEAN USA