Orion said on the 11th that it selected actor Park Ji-hoon, who plays Danjong in the film "The King's Warden" (hereafter "The King's Warden"), as the model for "Dr. You Jeju Lava Water."
The King's Warden, distributed by Orion affiliate SHOWBOX, drew 16.8 million moviegoers and was a box-office success. Among domestic films, it set the records of "No. 1 all-time revenue" and "No. 2 cumulative audience." Park Ji-hoon, who played Danjong Lee Hong-wi in the film, was praised for his acting.
Orion said, "Park Ji-hoon's fresh and clean image is leading to high favorability among the younger generation, and we determined that the sincere acting he showed through his work would positively help strengthen brand trust."
Orion plans to roll out full-scale marketing under the concept of "water of Park Ji-hoon in his prime," emphasizing the cleanliness of Jeju's water source and the "healthy water" image of Dr. You Jeju Lava Water.
Orion will install advertising materials such as videos and banners at sports events, provide opportunities to sample Dr. You Jeju Lava Water, and unveil limited-edition goods and special kits on its own mall, "Dr. You Mall."
An Orion official said, "We expect Park Ji-hoon's clean and sincere image to enhance the healthy brand value of Dr. You Jeju Lava Water," adding, "We will expand consumer touchpoints and increase competitiveness in the peak summer season market."
Orion's Dr. You Jeju Lava Water emphasizes a healthy image under the health brand Dr. You and is conducting marketing that highlights the image of pristine Jeju water by using blue-green as the main color. Leveraging its clean image, Jeju Lava Water is also exported to seven countries, including Singapore, the United States, the Philippines, New Zealand, Vietnam, Russia and China.