Project Overview
Sector: Beverage & Entertainment
As the global hit APT by Rosé and Bruno Mars gained massive traction, it sparked a wave of cultural trends, including viral drinking games tied to its lyrics and rhythm. HITE JINRO, South Korea’s leading soju brand, partnered with this movement to enhance its brand visibility. A dedicated PR Campaign was executed to position HITE JINRO as the go-to choice for social gatherings inspired by APT.
Executive Summary:
- Project Name: HITE JINRO PR Campaign
- Mission Statement: To leverage the cultural impact of APT to position HITE JINRO as a lifestyle beverage globally.
- Project Goals: Increase HITE JINRO’s global visibility, boost sales in key markets, and align the brand with the trending APT-inspired drinking games.
Campaign Description:
- Brand: HITE JINRO (Soju)
- Target Market: Millennials and Gen Z audiences in South Korea, the United States, and Southeast Asia.
- Platforms: Benzinga, Yahoo, and 100+ other websites
PR Highlights:
Media Coverage:
- Featured in 100+ lifestyle and entertainment websites, includingYahoo, Benzinga, and others highlighting the fusion of music and beverage culture.
Key Results:
- Evident growth in global brand awareness within three months.
- HITE JINRO sales increased in targeted regions.
- Thousands of TikTok challenge entries, making it one of the most successful beverage campaigns.
- Aligned HITE JINRO with modern drinking culture, appealing to younger, trend-driven consumers.
This campaign illustrated the power of integrating entertainment trends with lifestyle branding, solidifying HITE JINRO’s place as a global cultural icon.
