Using a combination of TV and online components, the new push focuses on the connotations of the drink as a ‘fatigue fighter’, rather than on the product itself.
The strategy marks a transition for the 45-year-old brand, which has traditionally based its advertising on the drink’s effectiveness at alleviating physical tiredness.
The strategy marks a transition for the 45-year-old brand, which has traditionally based its advertising on the drink’s effectiveness at alleviating physical tiredness.
To arouse curiosity prior to the launch of the campaign in March, a 60-second TV spot showed a series of still images from the oil-stricken Taean peninsula depicting, to the strains of Vivaldi, contaminated seas, distressed seagulls and the restoration efforts of volunteer aid workers.
The spot ends with a message of gratitude from Bacchus to those “trying to soothe the fatigue of the Taean peninsula”.
“Every Korean associates Bacchus with fatigue-fighting,” said Woong-hyun Park, head of creative at TBWA Korea, adding that the campaign would target people of all ages.
“But we wanted to take things a step further and look at social fatigue, expanding the meaning of ‘fatigue-fighting’.”
Park explained the central focus would be an interactive website, Pipul.com, which invites people to discuss different ways of combating stress and fatigue and upload user-created content.
Bacchus plans to feature the best of the user-created content in an end-of-year TV commercial. A poll will subsequently decide the year’s top ‘fatigue fighter’, which will receive an award.
“Involvement is the main objective,” said Park, explaining that it was difficult to generate emotional engagement by relying on TV commercials alone.
The online element will be supported by three further 15-second and five 60-second commercials.
Under the theme ‘What is your means of fatigue relief?’, one shows a granddaughter singing to soothe her grandmother after a tiring day; in another, a mother’s arms become a bed of roses for her baby; the third shows a modern, professional woman relieve her stress by dancing alone while thinking about old music.
The campaign will run until the end of the year.
