HongCho (healthy vinegar drink)

DaeSang

The Challenge

HongCho is a healthy vinegar drink made of concentrate of fruits such as pomegranate, raspberry and blueberry. Fiber, oligosaccharide and collagen are added to the drinking vinegar to make it more delicious and healthy to drink. It can be used in many different dishes helping people to build a healthy dietary habit. After topping the drinking vinegar market of both Korea and Japan, HongCho set out to be a global product. To that end, ‘HongCho Worldwide Body Change Project’ was launched to publicize HongCho as the leader in functional and beauty beverage products. Promotional efforts were needed to highlight it as a global brand through the Worldwide Body Change Project.

The Solution

PR House joined ‘HongCho Worldwide Body Change Project’ to publicize HongCho as a global healthy functional beverage product. To publicize that its taste could win the hearts of people around the world, Dominique Noel and Annabelle Ellen Ambrose who appeared on A Chat with Beauties, a global talk show program of KBS, the national broadcaster of South Korea were selected as celebrity endorsers, sending photos as drink beautiful women across the world enjoy for their health. Given the targeted audience, feature articles, advertorials and press releases were developed to publicize the product through many different media channels in a number of ways. The celebrity endorsers posted their photos and writings on the social network to go viral the product to a wider audience.

The Result

Thanks to active communications efforts, ‘HongCho Worldwide Body Change Project’ was placed in major dailies and trade monthlies. Communications activities were successfully conducted used to send the band’s dynamic message that meets the trend of the younger generation.

HongCho is a leading brand with a 60 percent market share in the drinking vinegar, expanding the scope of vinegar from simple seasoning to beverage. The campaign helped HongCho to strengthen its image as a healthy beauty drink loved by people around the world.