INNOCEAN announced on the 11th that it has launched a global campaign for the newly released Buldak brand product "Buldak Sauce" by Samyang Foods.
The Buldak Sauce relaunch campaign "Ride the Buldak High," in which INNOCEAN participated in planning and production, was produced in a total of nine videos. According to the company, the videos started live streaming on global social media platforms from the 15th of last month, gaining popularity by establishing themselves as cultural content beyond simple product introductions.
This campaign is characterized by cleverly expressing the unique wit of Buldak Sauce by visually portraying the sensation of being uplifted (High) due to the spiciness of Buldak Sauce and the shared consumer sentiment that "it feels like fire is coming from the backside."
In particular, considering the characteristics of Generation Z, who love the Buldak brand, meme elements were actively utilized, and the campaign was produced in a vertical format. In fact, after the campaign went on air, there was not only an increase in traffic to the Buldak.com site, but also a rapid rise in followers on Buldak's official social media channels. Furthermore, spontaneous content analyzing and sharing the advertisement videos has been continuously generated on YouTube and Instagram channels, indicating a positive consumer response.
Kim Gi-young, executive director of INNOCEAN, who participated in the advertising production, stated, "With a unified concept of 'Buldak High,' we are leading comprehensive brand communication through Coachella Festival booth content, a consumer-participation AR filter game, and the main advertisement video, thereby significantly announcing Buldak's new changes. I am pleased that this campaign, which we participated in with joy, seems to be receiving a lot of love from global consumers."
Meanwhile, the "Ride the Buldak High" campaign for Buldak Sauce, introduced primarily in the United States, is expected to be widely launched in various countries in the future. A representative from Samyang Foods said, "As Buldak has established itself as the number one brand preferred by Generation Alpha through communication with consumers, it will once again stir the hearts of consumers more passionately, so please keep an eye on us."