Hitejinro said on Apr. 8 that it will step up a marketing campaign fronted by soccer player Son Heung-min to strengthen the competitiveness of the "TERRA" brand ahead of the peak beer season.
Earlier, Hitejinro marked the seventh anniversary of TERRA's launch by selecting Son Heung-min as a new model and releasing two TV commercials. Since then, it has rolled out various marketing efforts, including the release of edition products and online and offline promotions.
The two TV commercials released in March surpassed 20 million views in just two weeks after release, based on the official YouTube channel. Hitejinro plans to unveil new ads later. Edition products featuring Son Heung-min's photo and handwritten signature will be additionally released in 452㎖ cans and 500㎖ household bottles.
Offline, it is running indoor and outdoor promotions open to anyone, focusing on major commercial districts. With events and various games such as "hit 7 seconds," inspired by the seventh anniversary of TERRA's launch and Son Heung-min's No. 7, and the "TERRA bingo game pack," which combines soccer and bingo, the goal is to inject vitality into the districts.
Starting in mid-April, it plans to release collaboration goods for "TERRA X SON7," including a spooner, a picnic mat, and a reusable bag.
TERRA, built on the concept of "100% real carbonation," was launched in Mar. 2019. It surpassed 1 million cases in 39 days, the fastest sales pace among beer brands. Now in its seventh year since launch, cumulative sales have reached 6 billion bottles (330㎖ bottles, as of Mar. 31).