Article at a Glance

Binggrae has been scoring one marketing hit after another, from Banana Flavored Milk to Super Cone, Binggraeus and Cotes Guerang. These marketing campaigns, which have “hit the mark” with MZ Generation (millennials and Generation Z), have led to higher sales and are cited in the industry as best-practice examples. How did Binggrae become so good at marketing? The secrets behind the success of Binggrae’s marketing, which has generated buzz for its “Doreun-ja(a Korean expression referring to crazy, unconventional, and wildly creative ideas) marketing,” can be summarized in three points as follows.

1. As small successes were achieved through Social media marketing, an atmosphere emerged inside the company of trusting working-level employees and entrusting them with important decisions. As Empowerment gradually took root in the organization, diverse ideas emerged from frontline employees.

2. Marketing team members closely observed what customers thought of the company’s products and when and how they used them. After analyzing consumer behavior, they planned marketing that consumers could take part in.

3. They devised marketing that fit only the company’s own products, rather than ordinary marketing. They also considered from the idea stage whether the marketing would be linked to sales.

---

“Hello?”

I am “Binggraeus the Masis (Delicious),” the prince of Binggrae Kingdom. Binggrae created me to mark its 53rd anniversary. I began by posting photos on SNS, starting with my first selfie, but I did not expect to become this popular in such a short time. Hehe. Our kingdom is in quite an uproar right now. But perhaps because of my striking looks(?), I heard many people were surprised at first. They say that as soon as my photo was posted on Instagram, inquiries came to the customer service center (CS) saying, “It seems like the account has been hacked.” I would like to express my apologies to customers who were so surprised that they unfollowed the account. Of course, they must have come back.

As I gained popularity, many things were said about me. There were various assessments, from “Doreun-ja (a Korean expression describing bold, unconventional, and wildly creative ideas) marketing” to comments that Binggrae was wasting talent, such as “the ultimate waste of talent” and “drugged-up marketing,” but if you think back carefully, Binggrae has done its best over the past five years to bring Binggrae smiles to customers. Even with Banana Flavored Milk alone, everything went well, from the cafe (Yellow Cafe) to My Straw (a straw product designed only for Banana Flavored Milk) and the “Banana Flavored Milk X Olive Young” collaboration. Did you know that the origin of the “open run,” in which people line up before a store opens, was not Starbucks but Binggrae?

That was not all. Binggrae plays in a different league. It made global soccer star Son Heung-min do a goofy dance. “Super Son Super Cone Super Super Son Son∼∼” I heard competitors were startled by this cone ice cream, which had not been out for long. To be honest, I felt a little sorry when I heard that his teammates teased him, saying, “Sonny, are you struggling financially these days? Why did you shoot this kind of CF?” But we succeeded. In addition, the Kkotguerang fashion brand “Cotes Guerang” also properly resonated with MZ Generation (millennials and Generation Z). But do you know what these marketing campaigns have in common? They all became huge hits. They did not just gain popularity, but sales also jumped sharply. Cotes Guerang clothes sold out and cannot be found.

인기기사