Young and Fun Dongwon Tuna Captivates MZ Generation with Vibrant Marketing
Asia Economy Reporter Lee Seon-ae] Dongwon F&B has captured the MZ generation, known for their strong 'funsumer' tendencies, with fresh and trendy marketing.
According to Dongwon F&B on the 15th, the Dongwon Tuna commercial (CF) series launched this year recorded a cumulative 35.6 million views on YouTube, achieving overwhelming success among domestic commercials this year.
The two commercials recorded cumulative YouTube views of 21.4 million for Pengsoo and 14.2 million for Jeong Dong-won, ranking 1st and 4th respectively in domestic CF viewership this year.
They are also focusing on diverse character marketing. To this end, they created their own character, 'Darangi.' Darangi is an anthropomorphized character of Dongwon Tuna’s tuna, depicted traveling the world on a Dongwon Tuna can floating in the sea, adding a bright and cute feeling to the healthy image of Dongwon Tuna.
As the first content using 'Darangi,' Dongwon F&B began distributing Galaxy and KakaoTalk themes for free starting in May, and thanks to the enthusiastic response, downloads surpassed 180,000 in about half a year. This is a significant achievement compared to the average 10,000 downloads for KakaoTalk themes issued by companies.
Before 'Darangi,' Dongwon F&B also continuously attracted funsumer attention through character marketing with Pororo and Minions. Various character pop-up stores using Pororo and Minions were successfully operated, allowing customers to taste various dishes made with Dongwon Tuna, experience the value of tuna, and positively perceive the Dongwon Tuna brand through various on-site events and giveaways.
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A Dongwon F&B official said, "While actively promoting the home meal replacement (HMR) elements of Dongwon Tuna, we are conducting various 'fun marketing' to make MZ generation consumers feel more familiar and entertained with Dongwon Tuna. We plan to approach consumers more closely through diverse strategies in the future."
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