A relation between generations is an important problem awaiting a solution to be solved for lots of retail brand’s marketing strategy. First launched in 1974, the popular dairy/ice cream brand Binggrae’s Banana Flavored-Milk also encounter how to solve this mission and we tried to connect various generations’ consumers naturally. We created Korea’s traditional play items in this creative product ‘PLAY CAPSULE’ and let them remind & experience pleasant memories of their youth life with Banana Flavored-Milk directly. And another issue of contemporary adults’ ‘Communication breakdown’ also could have solved who playing with ‘PLAY CAPSULE’ together.

First launched in 1974, the popular dairy/ice cream brand Binggrae’s Banana Flavored Milk is one of South Korea’s most iconic beverages and has long been loved by the consumers, regardless of age, for its deliciously refreshing flavor. As a long history, one contemporary concern for its makers is that it might come across to a younger generation as an everyday drink and the brand was shared amongst people who want to express love and show intimacy in their relationships. We wanted to bridge relationship and intimacy amongst the loved ones and is highly relatable to consumers of all ages. ‘PLAY CAPSULE’ was an innovative new approach to engage all generations together through their memories of the playhouse.

Korea is known to be the No.1 country for using smartphones however they communicate with a variety of people through their mobile yet are lacking in communication with physically at the moment. What did Korean people do when they met before smartphones? We’ve found various types of playful activities that made people meet and build relationships. We wanted to bring those activities back to today’s society and put nostalgic games of the old days inside the ‘PLAY CAPSULE’

There were various types of playful activities that made people meet and build relationships. We wanted to bring those activities back to today’s society and put nostalgic games of the old days inside the ‘PLAY CAPSULE’. Through this ‘PLAY CAPSULE’ many people who experience both nostalgic analog playing and digital devices in daily lives, could understand human relationship more and Banana Flavored-Milk could solve contemporary man’s problems in a fun way of its brand identity.

Binggrae and creative agency create a new product looks like existing Banana Flavored-Milk, which contained Korean traditional analog play items. We call it ‘PLAY CAPSULE’ and consumers could order this product not knowing which item include in the capsule. They only could know when they open the ‘PLAY CAPSULE’ by themselves. Also, they could play various item and playful activity with their friends, colleagues, and family members above generations. We have sold ‘PLAY CAPSULE’ via Korea’s No.1 Message app ‘KAKAO TALK’ through the function to present someone to play with them. This is the motto of the campaign ‘Play Together’

These creative products approached the older generation as a nostalgic sweet surprise and approached the younger generation as a novelty. Campaign videos were played in various digital platforms, obtaining 24M+cumulative views and were ranked fifth place as “Korea’s Most Popular YouTube Ad” by Google Leader Board in the 2nd quarter of 2018. Furthermore, 60K ‘PLAY CAPSULE’ products that we manufactured for sale were sold out within a short campaign period. The consumers recording over 2.5K posts on social media and over 50 YouTube Vlog Influencers voluntarily posted reviewing and playing with the ‘PLAY CAPSULE’