HiteJinro, Jinro and Terra Win Two Awards at 'Effie Awards Korea'

[Asia Economy Reporter Lee Seon-ae] The soaring popularity of the leading soju Jinro and the clean lager Terra has been recognized at a global marketing campaign award.

HiteJinro announced on the 20th that Jinro and Terra won the Gold and Bronze awards respectively in the beverage and liquor category at the prestigious global marketing campaign award, the ‘2020 Effie Awards Korea’.

Jinro, which won the Effie Gold Award, led consumer trends by reinterpreting the heritage of being the original soju with a modern sensibility. The toad, which appeared on the soju label, was turned into a character and used as an advertising model. The campaign was carried out with a consistent strategy centered on TV commercials, social media, promotional materials, on-site promotions, and pop-up stores. Furthermore, by collaborating with brands such as Obey, Covernat, and Spigen beyond the liquor domain, it created synergy, broke the stereotypes of soju, and emerged as a trendy brand among the 20s and 30s demographic. It sold 300 million bottles within 13 months of launch, establishing itself as the leading soju.

Terra, which won the Effie Bronze Award, was born reflecting the diversification of consumer needs such as imported and craft beers, as well as the era’s rejection of ultrafine dust and artificial additives. It uses 100% strictly selected Australian clean malt and only real carbonation generated during beer fermentation. Matching the clean beer concept, it was the first domestic regular beer to be bottled in a green bottle. Terra, which is breaking prejudices against domestic beer, is selling at the fastest pace in the history of Korean beer. As of the end of May, 860 million bottles were sold in 438 days since launch, with 22.7 bottles (330ml standard) sold per second, creating a new sensation in the beer market.

The Effie Awards, where Jinro and Terra won two awards, is an award ceremony that focuses on the actual effectiveness of marketing campaigns, unlike conventional marketing awards. The key criterion for winning is how efficiently the campaign contributed to achieving marketing goals.

Seongtaek Oh, Executive Director of Marketing at HiteJinro, said, "We are pleased that Jinro and Terra’s achievements were recognized through marketing activities that dominated the market in 2019," and added, "In 2020, we will carry out differentiated marketing activities so that Jinro and Terra can establish themselves as even more distinctive brands in the market."

This content was produced with the assistance of AI translation services.