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 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

🌍 Reach

💬 Engagement

🔥 Sentiment

TEAM:

CD | Vince Murray

ECD | Bob Rayburn

CCO | Jason Sperling

Copy | Gene Augusto

AD | Rio Bregman & Skyler Gregerson

Design | Rio Bregman & Skyler Gregerson

Video Editing | Rio Bregman

Agency | INNOCEAN USA