Lotte Chilsung Beverage said on the 1st that it has completely renewed the package design of the energy drink brand "Hot6."
Lotte Chilsung Beverage said the renewal, the first in three years since 2023, was planned to strengthen Hot6's heritage while conveying the brand's intense energy and spirit of challenge more intuitively.
The new design replaces the previous phoenix image by expressing the wings of a rising phoenix with curved graphics. The product name is placed at the center to improve legibility and reinforce brand identity.
Lotte Chilsung Beverage said it will roll out a brand campaign with "Light the hottest flame" as its key message, along with the unveiling of the new package. From the 29th of last month to the 28th, it plans to run outdoor ads for about a month in major Seoul areas such as Seongsu and Gangnam to expand contact points with consumers.
In addition, to mark the design renewal, it will run a scratch giveaway event during the same period through "Chilsung Mall," Lotte Chilsung Beverage's official online store.
A Lotte Chilsung Beverage official said, "This renewal was planned to deliver a trendy and intense image while preserving Hot6's unique identity," adding, "We plan to further solidify our position as Korea's leading energy drink brand by providing Hot6's differentiated brand experience through various marketing activities going forward."
Meanwhile, as sales from the energy drink business grow, Lotte Chilsung Beverage is expanding the Hot6 lineup and increasing consumer touchpoints. Announcing its first-quarter results on a consolidation basis this year, Lotte Chilsung Beverage said sales in the energy drink institutional sector grew 8.7% from a year earlier as demand to boost concentration and supplement energy during exercise and outdoor activities aligned.