Likes: on the brand Facebook page almost doubled and young target generated brand buzz through postings on SNS. It is meaningful for such an old brand to develop presence on SNS.

Top of mind also showed a record-high figure of 75%.

During the period, the mean alcohol consumption at the restaurants decreased by 21.5% while the sale portion of Cham-iseul was maintained. It is more important for Cham-iseul with 71% market share to prolong the presence in Koreans rather than to care short-term sales. This campaign created impression there is no better option than Cham-iseul for Koreans to get closer.

The message grill grids were provided to major BBQ restaurants selected among Cham-iseul distributors in Seoul. Alongside the food & drink menu, grill grid menu was served to the customer. He/she picked one fits his/her situation. The message showed on the cooked meat. A delightfully surprising and unforgettable confession was made without a hangover.

There is a good reason why Koreans are the heaviest drinkers on the globe. Unlike westerners, Koreans are too shy to express their feelings so they rely on alcohol when building relationships. No.1 soju (traditional liquor) in Korea, Cham-iseul volunteered to help people drink less and express more. By doing so, the client expected people in their twenties would get stronger attachment as top of mind in young target had decreased.

Korean food is about grilling. Make grill grids the media!

We created ‘Grill Talk’. 6 grill grids with 6 laser cut messages were made for major restaurants – Truly love you, Truly sorry, Truly thank you, Truly respect you, A Truly awesome team, Truly a great job. (“Truly” as the reminder of Cham-iseul meaning Truly Clean) The message showed on the cooked side. Grill grids with 300 years history was reborn as the media to deliver messages for people’s mind.