Gilim International Co., Ltd. (currently HBAF) implemented bold and distinctive packaging along with faithfully capturing the natural flavor of ingredients, enabling HONEY BUTTER ALMOND to be recognized as a brand in its own right among consumers. Through various marketing and sales elements such as promotions including sampling and bundle events, and almond characters that seemed to speak to consumers, the company designed experiences that allowed consumers to communicate with the brand across both online and offline channels. In the low-involvement product market where explaining product characteristics is typical, as a result of deploying an advertising strategy that emphasized the brand name itself, the new name 'HBAF' gained influence among consumers and succeeded in rebranding as well.
"The H is silent."
This was the line delivered by CF queen Jun Ji-hyun in a commercial for an almond company that began airing in February 2021. The name of the company that made these almonds that Jun Ji-hyun eats while taking walks, driving, camping, and drinking at home is Gilim. For consumers who might not know Gilim but would have heard of "K-almonds even Mansour eats" or "HONEY BUTTER ALMOND" at least once, this was the moment when the new brand 'HBAF' was officially declared.
Gilim, which launched 'HBAF', now exports 34 different flavors of almonds and nuts to over 16 countries and generates more than 140 billion KRW in annual revenue. In 2020 alone, it sold 102.15 million bags of nuts worldwide. Unusually for the food industry, the company boasts an operating profit margin of over 10 percent—evidence of the significant added value it creates from almonds.
With a history of over 30 years, this small-to-medium-sized food company began gaining recognition in the distribution industry in 2015 with the launch of its Honey Butter Almond. While the "Honey Butter Chip" craze led to a flood of spin-offs like Honey Butter Chicken, Honey Butter Squid, and Honey Butter Laver, it would be fair to say that Gilim's Honey Butter Almond is the only product that has maintained its popularity to this day, including even the Honey Butter Chip itself." Despite countless copycat products mimicking everything from its name to packaging design, it has consistently maintained the No. 1 market share.
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This content was translated into English by AI (using DeepL) from an article that was originally written in Korean in the DBR (Donga Business Review). Therefore, please understand that there may be some awkward expressions.
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