HiteJinro Co has released details of the first global campaign for its Jinro soju flagship to feature the recently recruited brand ambassador, pop group BTS member V.
The South Korean company has released a 58-second advert (below) featuring V, which debuted on Jinro’s Instagram, Facebook and YouTube channels late yesterday (22 July). The campaign, ‘My Favorite Jinro’, also includes additional digital content backed by consumer-facing events and unspecified promotions.
Financial spend on the activity was not disclosed.
“‘My Favorite Jinro’ marks Jinro’s first global campaign with global ambassador V of BTS, introducing the brand to consumers around the world in a more approachable and engaging way,” said HiteJinro’s head of overseas business, Jung-ho Hwang.
“Moving forward, we will continue expanding our presence in the mainstream global beverage alcohol market while broadening consumer touchpoints worldwide to further strengthen Jinro’s competitiveness as Korea’s representative soju brand.”
HiteJinro recruited V as a global ambassador earlier this month. The 30-year-old singer, whose real name is Kim Tae-hyung, will collaborate on a “diverse range of brand marketing initiatives” for Jinro that will be “aimed at expanding consumer touchpoints”.
