Hankajok Haetae and First Joint Marketing... Model is 'Oh My Girl'

[Asia Economy Reporter Seungjin Lee] Binggrae has selected the girl group Oh My Girl as its first joint marketing ambassador following its acquisition of Haitai Ice Cream, following footballer Son Heung-min and broadcaster Yoo Jae-suk's alter ego ‘Yoo San-seul’.

Oh My Girl will serve as the model for Binggrae’s Super Cone as well as Haitai Ice Cream’s Maru series products such as Hodumaru and Cherimaru. By utilizing one model for the flagship products of both companies, they expect corporate integration and synergy effects.

The two companies have sequentially launched special packages featuring Oh My Girl’s image on Super Cone and the Maru series products starting from mid-April. Advertisement videos for the two products starring Oh My Girl are scheduled to be released in early April.

Since its launch in April 2018, Super Cone has grown into a brand with annual sales of 20 billion KRW in about three years. It gained popularity with a new manufacturing method that delivers a crispy texture, rich toppings, and unique packaging, quickly establishing itself in the ice cream market as a new product.

Through consumer research, Super Cone identified demand for cone ice cream and aimed to focus on authentic ingredient flavors, crispy cone biscuits, and rich toppings. Maintaining the crispiness of the cone biscuit was challenging, so a new spray process was introduced along with suitable chocolate. This enabled a thinner and more uniform chocolate coating than before, maximizing the crispness of the cone biscuit and gaining popularity.

A Binggrae marketing official said, "As this is the first joint marketing planned after acquiring Haitai Ice Cream, we expect synergy effects and hope that both Super Cone and the Maru series will become beloved products among consumers."

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