NÜTRL has launched in South Korea with an original music video featuring SEVENTEEN members S.COUPS and MINGYU as part of a campaign created by GUT Singapore. The launch introduces a localized brand platform, Smile Üp, built around the umlaut in the brand’s name.
GUT Singapore reinterpreted the umlaut in NÜTRL’s name as a smile, using it as the defining visual signature for the brand’s launch in Korea. The symbol became the basis for the Smile Üp platform, which the release says is intended to express the brand’s mission in the market.
The launch centers on an original music video featuring S.COUPS and MINGYU. The artists reinterpret their song “For you” as “For Ü,” with the video introducing NÜTRL through music, entertainment, and visuals inspired by the drink’s formulation and personality.
“For Ü” incorporates Korean cultural references while retaining NÜTRL’s global brand identity. The music video combines product storytelling with entertainment as part of the brand’s introduction to Korean consumers.
The music video is supported by a social-first rollout, along with out-of-home advertising and on-ground activations. The campaign is intended to establish NÜTRL in South Korea’s ready-to-drink category.
Alongside the launch, GUT Singapore led the redesign of NÜTRL’s packaging for the Korean market, working with GUT Design to develop a unified identity across the brand’s touchpoints.
“Korea is one of the most exciting and competitive ready-to-drink markets in the world, and we wanted to enter with impact,” said Alex Lambrecht, Marketing Vice President at Anheuser-Busch InBev.
“There was no better way to do that than collaborating with artists who genuinely shape the culture. Working with S.COUPS and MINGYU gave NÜTRL a level of cultural credibility and energy few launches ever get, positioning the brand right where music and culture meet.”
“This launch was about much more than introducing a new drink,” said Carlos Camacho, Chief Creative Officer at GUT Singapore.
“The smile hidden in NÜTRL’s own name gave us a way in, and music let us build a world people would choose to spend time in, rather than an ad they’d skip. Everything, down to turning ‘For you’ into ‘For Ü’, came from that one idea.”
The work is the latest collaboration between GUT Singapore and Korean entertainment personalities and intellectual property, following projects involving Netflix’s Culinary Class Wars 2, Napoli Matfia, and Moon Sang Hoon.
Credits
Client: NÜTRL
Marketing Vice President: Alexander Lambrecht
Associate New Business Director: Danah Kim
F&R Growth Sr. Manager: Soyeon Kim
F&R Growth Manager: Keumji Kim
Connection & Capability Director: Byeonguk “Frank” Cheong
Asso. Partnership Director: Jisoo “Francine” Jung
Agency: GUT Singapore
Chief Creative Officer: Carlos Camacho
Creative Director: Meyvi Wedelia
Associate Creative Director: Ernest Chin
Associate Creative Director: Ismael Crespo
Senior Designers: Gerome Tan, Karl Chan
Managing Director: Jessica Davey
Regional Business Director: Jeannette Tan
Account Director: Danielle Villanueva
Head of Strategy: Belynda Sim-Mak
Strategy Director: Chei Jeong Yoon Park
Production: Museum Contents
Director: 725 / Kylie
Executice Producer: Katie Kim
Producer: Jaeeun Lee
Dop: Jooyoung Ha
Gaffer: Jun-seok Oh
Photography
Photographer: YoungBae Xon
Post Production and Audio House:
Post Production: Locus
2D: Minkyu Lee, Nakjun Choi
Art: Giduk Nam
3D: Yongha Park
AI: Wonho Lee
DI: simdved
Audio:
Tony Pickle
Jae Gyun Park
Si Woo Chae
Yohan Kim
Daun Kim
