MY STRAW

TitleMY STRAW
BrandBINGGRAE BANANA-FLAVORED MILK
Product / ServiceBANANA-FLAVORED MILK
CategoryA02. Rebrand / Refresh of an Existing Brand
EntrantINNORED Seoul, SOUTH KOREA
Idea Creation INNORED Seoul, SOUTH KOREA
Media Placement INNORED Seoul, SOUTH KOREA
Production WEPP Seoul, SOUTH KOREA
Production 2 SONYEON Seoul, SOUTH KOREA
Production 3 KINNEIR DUFORT Bristol, UNITED KINGDOM

Credits

Name Company Position
All INNORED Associates INNORED Creative
Kang Sinuk WePP E.PD
Kang Sungjae WePP Film PD
Lim Byeonghyeon SONYEON Director
Kim Yong SONYEON A.Director
Craig Wightman Kinneir Dufort Chief Design Officer
James Eelbeck Kinneir Dufort Senior Innovation Consultant
Joe Perry Kinneir Dufort Industrial Designer
Andy Gordan Kinneir Dufort Industrial Designer

The Campaign

One of the first things that pops into the mind of Korean youth when hearing “Banana-Flavored Milk” is the Korean traditional earthenware ‘crock pot’ shaped food container, an easily recognizable likeness that has remained unchanged for more than 40 years. The shape has also earned Banana-Flavored Milk the affectionate nickname ‘ddung-ba’, which translates into English as ‘cute, chubby banana’. Along with this and its crock pot-shaped container, another feature associated with Banana-Flavored Milk is the thin, yellow straw included with the beverage. Despite the popular catchphrase ‘true taste only with a straw’, the straw itself has been overshadowed by the crock pot-shaped container.

Creative Execution

To deliver this experience, we developed five different versions of “MyStraws” over a period of five months in collaboration with our client, and the highly-regarded UK design consulting company. The five types of MyStraw were done so with a practical use in mind, not simply for aesthetically pleasing props in a commercial shoot. Therefore four design was constructed with high-quality food-grade materials which name of ‘Fire Extinguisher Straw’, ‘Love Straw’, ‘Ringer Straw’, ‘Icy Straw’ and ‘Multi Straw’. And the campaign videos were shot different place to express each lifestyle of millennials. Korean spa for Multi straw, a national park for Love straw, snack bar for Fire Extinguisher straw, home apartment for Ringer straw and gym for Icy straw. One week into the release, three of the five types were manufactured as products for sale and within a week all of the products were completely sold out.

Indication of how successful the outcome was in the market

Within 12days of the online release, we collectively garnered over 10million views. By the 3rd week, that number reached an impressive 20million views. A total number of worldwide views is 45million as of March 2018. It including YouTube, Facebook, Instagram, Twitter and other platforms. With over 11,300shares, it was immediately clear that the goal of establishing a fresh, new and innovative brand positioning was a success with the millennial target. Three of the five types were manufactured as products available on the popular Korean e-commerce platform. On the first day of the online sales, 3,000sets were purchased and all of the MyStraw products were completely sold out within a week. Particularly pleasing to the makers of Banana-Flavored Milk was the reaction of YouTube influencers, as well as other ordinary consumers, who voluntarily uploaded MyStraw product reviews, garnering more than 1.4million views-amounting to over 80millionKRW($72,000USD) worth of organic media exposure.

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