Food and Dining Industry Kicks Off Second Half Marketing with Summer Advertising

Papa John's Pizza models, singer Henry and Mina. Photo by Papa John's

[Asia Economy Reporter Moon Hyewon] The food and dining industry has begun full-scale second half marketing by unveiling new summer advertisements one after another. This is analyzed as a determination to contribute to strengthening market competitiveness by promoting new product launches as well as enhancing brand awareness.

Korea Papa John's recently released the summer advertisement ‘YUMMY PAPA,’ emphasizing American soul, on terrestrial, cable, and online channels. The ad features exclusive models, singers Henry and Mina, joyfully dancing while repeatedly saying YUMMY PAPA, which means ‘Papa John's pizza is delicious.’

Henry and Mina cleverly expressed the product’s taste and brand identity in the advertisement to the tune of a retro-style, catchy hook song. Especially, wearing bright and vibrant summer-appropriate outfits in orange and red tones, they fully showcased the fresh and lively charm unique to young models in their 20s and 30s, creating a warm atmosphere on site.

Coca-Cola launched its 2021 summer campaign on the 21st. The TV commercial released for the campaign depicts the summer daily life experienced by consumers who choose Coca-Cola Original and Zero respectively, using a split-screen format to convey the message that no matter which one consumers choose, they can enjoy thrilling everyday happiness with Coca-Cola.

Hite Jinro introduced a new advertisement for ‘Paulaner,’ the number one selling wheat beer, on cable and online channels on the 15th. The advertisement shows golden Paulaner waves rolling through the wheat fields of the Bavarian region, then transitioning into beer in a glass, symbolizing that the richness and freshness of the Bavarian production area of Paulaner can be tasted in Korea as well.

This content was produced with the assistance of AI translation services.