The popular soft drink "2%" used to be loved by youth in Korea.

The brand almost faced a crisis 10 years after its peak.

When tea beverages hit the market, 2% started to diminish in people’s mind.

There was no other choice but to open up all the possibilities and revitalize the brand. Mission: Make twenties love the 2% brand again.

We created love graphs that show the thirst of love from the beginning to the end of love. We made one hundred designs to help to confess one’s love for one another, evoke jealousy, console each other, fall in love again with new styles using colloquial language and sensational calligraphy. We focused on one on one based communication in order to create common grounds among people. The package was the media itself to connect the full story of TVCF via smart tag.

*Over 10,000 posts about love were posted on the website*Visitors through Smart Tag: Over 708,719 people *Average of 25.9% increase in sales for the first three months after launching the campaign *Over 50% increase in sales, in month of October *Over $3,000,000 U.S.D in sales gains in three months (compared to 2009)10 years of continuous falling of sales finally turned around.

Finally, 2% regained the title of “20’s representative soft drink”. Newspapers and magazines covered the story as a successful marketing case. It was studied at the universities as a successful example of marketing in Korea.