On March 16th the South Korean distillery HineJinro confirmed that they would be maintaining the current resdesign of their soju brand 참이슬, which is roughly translated into English as Real Dewdrop. The bright, clean blue color of the dewdrop on the current label is intended to coincide with the brand's ongoing marketing campaign. In this campaign, celebrity IU interacts with an anthropomorphic animated dewdrop intended to represent the brand's image.
AdvertisementThe current marketing strategy for Real Dewdrop began in 2018, as HineJinro attempted to distinguish the brand for having a distinctly fresh and light feeling compared to other brands of soju. By comparison, the Jinro brand of Soju is represented by a toad character. While the toad character also represents cleanliness, it does so in a more exacting way, and is generally seen consuming the product rather than being the product itself.
Actress and singer IU has been under contract as the chief model for the Real Dewdrop brand since 2014 and is considered to be responsible for much of its image. Real Dewdrop tends to be more popular among younger consumers than other brands, particularly women. This is because the Real Dewdrop brand is at odds with soju's general image as a hard alcoholic beverage for more serious drinkers. IU is often depicted in Real Dewdrop ads as having drinks with similarly aged friends.
Written by William Schwartz
Staff writer. Has been writing articles for HanCinema since 2012, having lived in South Korea since 2011. Started out in Gyeongju, then to Daegu, then to Ansan, then to Yeongju, then to Seoul, lived on the road for HanCinema's travel diaries series in the summer of 2016, and is currently settled in Anyang. Has good tips for utilizing South Korea's public bus system. William Schwartz can be contacted via firstname.lastname@example.org. He also has a substack at williamschwartz.substack.com where he discusses the South Korean film industry in broader terms and takes suggestions for future movies to review.
"[HanCinema's News] Soju Brand Redesigns Logo to Match IU's Image"
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