According to Hamish Banks, managing director of Leo Burnett South Korea, the alcohol content of Sansachun is less than most liquor brands in the market at 14 per cent, while rival brand Soju, which makes up about one third of all alcohol consumed in South Korea, carries up to 22 per cent alcohol.
"Drinking is very much part of culture in Korea, whether it's for social or business relationships. There is a trend towards lighter alcoholic drinks. There is also a trend towards well-being, so the lighter taste of Sansachun is appealing," said Banks.
He added that Sansachun is roughly double the price of Soju.
An advertising campaign consisting of TV, print and radio will launch next week.
The idea behind the creative is to reinforce the brand's image of love, youthfulness and fun, and features Kim Jung-Eun, the star of Korea's most popular soap opera, Paris Lovers.
"It's about Sansachun bringing together groups of people. The hook catch phrase is 'aja!', which means 'go for it' in English, and has become the hottest catchphrase in the country."
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