The agency beat two other contenders for the US$7 million account including incumbent LG Ad and JWT. The manufacturer called the pitch due to disappointment with its current campaign.
Charm Isul’s (meaning “real dew”) recent positioning has focused on its allegedly superiour quality ingredients to rival brands such as Doosan’s Cho-eum-cho-rum, which recently ran a campaign featuring popular local singer Hyory Lee.
Charm Isul’s (meaning “real dew”) recent positioning has focused on its allegedly superiour quality ingredients to rival brands such as Doosan’s Cho-eum-cho-rum, which recently ran a campaign featuring popular local singer Hyory Lee.
Founded in South Korea in 1924, JINRO is the world’s leading producer of soju, and accounts for over half of the drink’s domestic sales. Other products include red wine, whisky, and Soksu bottled water.
