The Brief
JINRO Soju 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 create a vibrant, memorable introduction for this zesty addition to the lineup.
Our Approach
When Jinro gives us lemons, we deliver vibrant, lemon-inspired content that sparks curiosity and demands attention 🍋
BUILDING ANTICIPATION
As the real JINRO Lemon launch approached, we started dropping clever hints through color, playful wordplay, and subtle visuals.
We invited fans to guess the new flavor, sparking excitement and conversation across our channels 💬
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 😉
The fake April Fools launch stirred up plenty of chatter. Some fans were obsessed, others were appalled, and everyone was talking.
Click phone to play video ⬆️
THE BIG REVEAL
🍋
🍋
SUSTAINING THE EXCITEMENT
HEAD IN THE CLOUDS
☁️ We introduced the new flavor to the world at the Head in the Clouds Music Festival ☁️
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:
CD | Vince Murray
ECD | Bob Rayburn
CCO | Jason Sperling
AD | Rio Bregman & Skyler Gregerson
Copy | Gene Augusto
Design | Rio Bregman & Skyler Gregerson
Video Editing | Rio Bregman
Agency | INNOCEAN USA