South Korea JINRO soju brand unveiled a global campaign, ‘My Favorite JINRO’, featuring global ambassador V of BTS. The campaign film follows V after he is invited to a party and mistakenly arrives at the wrong place, with guests from both parties joining him to enjoy JINRO together.
According to the release, the film is intended to convey JINRO’s youthful and trend-forward brand image while reinforcing its message of bringing people together and creating special moments.
The campaign film also incorporates symbolic elements representing JINRO’s global expansion strategy, said the brand. Room 306 refers to the three regular soju products and six flavored soju varieties currently available in global markets, while Room 307 symbolizes JINRO’s plan to expand its flavored soju lineup to seven or more varieties.
“My Favorite JINRO marks JINRO’s first global campaign with global ambassador V of BTS, introducing the brand to consumers around the world in a more approachable and engaging way,” said Jung-ho Hwang, Head of Overseas Business, HiteJinro.
“Moving forward, we will continue expanding our presence in the mainstream global beverage alcohol market while broadening consumer touchpoints worldwide to further strengthen JINRO’s competitiveness as Korea’s representative soju brand.”
The brand launched a teaser film for the campaign two weeks ago.
The main campaign film, ‘My Favorite JINRO’ will roll out a range of marketing initiatives, including digital content, consumer engagement events, and offline promotions, to connect with consumers worldwide.
