HiteJinro announced on the 17th that it will strengthen seasonal marketing centered around its beer brands Terra and Kelly in line with the summer vacation season. The strategy aims to enhance competitiveness in the summer beer market by expanding consumer touchpoints and brand experiences at key tourist destinations nationwide and through various channels.
According to HiteJinro, Terra will launch vacation promotions that deliver brand experiences and enjoyment at key summer vacation spots such as Busan, Jeju, and Gangwon, leveraging a refreshing concept. At the popular Busan attraction 'Millak The Market,' a brand experience space called 'Duggeop The Market' will be operated until September 30. In Gangwon, on Yangyidan-gil, which attracts many young tourists, on-site marketing is underway. In Jeju, collaboration with the Ihoteu Beach food stall is planned until August 31.
Kelly also targeted the summer season by launching the 'KellyXWiggle Wiggle Special Edition' in collaboration with the lifestyle brand Wiggle Wiggle in April. HiteJinro has planned various merchandise, including cans in 355mL and 500mL featuring the Smile We Love character, and items such as ice bags, tumblers, special glasses, and openers, under the slogan of providing 'FUN entertainment in an ordinary life.'
Oh Seong-taek, executive director of marketing at HiteJinro, said, 'We will continue various marketing activities to naturally expand touchpoints in the daily lives of MZ generation consumers and provide positive brand experiences.'