Limited-edition packaging, photocard events expand consumer touchpoints

[Provided by Dong-A Otsuka]
[Provided by Dong-A Otsuka]

Dong-A Otsuka said sales of its zero-calorie soda brand Narangd Cider rose 48 percent in the month after it signed girl group RESCENE as the brand's advertising model.

The growth figure covers the period from July 21 to Aug. 21, immediately following RESCENE's appointment, and was calculated by comparing sales data from major online retail channels, the company's own online store and convenience stores against the same period a year earlier.

Marketing content generated strong momentum. Videos related to Narangd Cider and RESCENE on Dong-A Otsuka's official YouTube channel — including a new TV commercial released Aug. 7 — have accumulated more than 18 million views. Starting in September, the company plans to release a RESCENE limited-edition product package and run a photocard giveaway promotion.

"Since signing RESCENE, both interest in the brand and sales have been rising together," said Jang Kyung-jin, brand manager for Narangd Cider. "Please look forward to the limited-edition package and photocard events and other varied promotions we will unveil in September."

RESCENE, which serves as the brand's model, also took part in community outreach, donating 16,200 cans of Narangd Cider to flood-affected residents in Geoje, South Gyeongsang Province.


andy@heraldcorp.com