Yuhan Corporation Launches Integrated Advertising Campaign for "Magvi" Brand

Yuhan Corporation announced on July 29 that it has launched an integrated advertising campaign for "Magvi," the leading brand in Korea's over-the-counter magnesium supplement market.

This advertising campaign focuses on introducing a new commercial for "MagviMax," a high-strength magnesium soft capsule within the Magvi product lineup, as well as concurrently running an ad for "MagviSpeed," a liquid formulation renowned for its rapid absorption. The campaign aims to raise awareness of both dosage forms simultaneously, utilizing an extensive integrated communication strategy that includes cable TV, the popular OTT platform TVING, major outdoor advertising throughout the country, and digital media. Actor Kwak Siyang, known for his trustworthy image, serves as the model for the campaign.

Magnesium is Maxro in the Magbimax commercial scene. Yuhan Corporation

The campaign features the key messages "When you need MagviSpeed" and "When you need MagviMax," illustrating scenarios in which each specific Magvi product is needed. The newly launched MagviMax commercial delivers the message, "For magnesium, choose Maxro—MagviMax." The advertisement vividly depicts moments when magnesium or B vitamins are required, such as leg muscle cramps, tingling in hands and feet, eye twitching, and physical fatigue. It communicates that MagviMax is a high-strength over-the-counter product containing maximum levels of magnesium and essential vitamins. In contrast, the MagviSpeed commercial highlights the convenience of a liquid form that can be taken without water and emphasizes its fast absorption. It also reinforces the brand's position as the number one magnesium supplement in Korea.

The two products showcased in this integrated campaign target consumers with distinct appeals. MagviMax, the high-strength soft capsule, contains 350 mg of magnesium oxide per capsule (211 mg as magnesium), along with B vitamins, vitamin E, and gamma oryzanol, based on a recommended daily dosage of two capsules. It is effective not only for muscle cramps caused by magnesium deficiency, but also for alleviating shoulder and neck stiffness, cold hands and feet, and menopausal symptoms—common concerns among middle-aged and older adults. On the other hand, MagviSpeed contains 1,200 mg of magnesium glycerophosphate (150 mg as magnesium) per bottle, an organic magnesium salt that causes fewer gastrointestinal side effects and allows for faster absorption. It is well received by elderly consumers who have difficulty swallowing tablets or capsules, as well as sports enthusiasts seeking quick recovery from fatigue.

A Yuhan Corporation representative stated, "This campaign was designed to effectively communicate the wide range of solutions offered by the Magvi brand by promoting both the liquid and soft capsule forms together. We plan to further enhance our position as the number one brand in the magnesium supplement market through consumer-centered product development and authentic marketing activities."

Since its debut in 2013, the Magvi series has steadily expanded its lineup and evolved into a tailored supplement available for purchase at pharmacies with pharmacist consultation as an over-the-counter medication. Yuhan Corporation has set a goal of achieving annual sales of 30 billion won for the Magvi brand this year by leveraging this large-scale integrated brand communication initiative.

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