The "Lee Hyori Effect" is Amazing... Companies That Never Used Celebrity Ads Choose Her as Their First Ever Model
Expecting Synergy Maximization Through Sharing Values and Images of Sustainable Lifestyles
Pulmuone announced on the 12th that it has selected singer Lee Hyori as the exclusive model for its sustainable food specialty brand, ‘Pulmuone Jigu Sikdan,’ which includes plant-based alternative meats. This is the first time since its founding in 1984 that Pulmuone has chosen a famous celebrity as a model.
Pulmuone explained that it judged Pulmuone Jigu Sikdan, launched last August under the slogan “For Me, For the Earth,” to align with Lee Hyori’s values and image, which pursue a sustainable lifestyle. Pulmuone plans to conduct various online and offline campaigns under the slogan “Lee Hyori Does Pulmuone Jigu Sikdan.” Starting today, Pulmuone Jigu Sikdan will be exposed through outdoor advertisements at Seoul Gangnam Station, Samsung Station, Seoul Forest, as well as on subways and city buses. From January next year, advertising videos for Pulmuone Jigu Sikdan branding and individual product advertisements will also be launched.
Pulmuone Jigu Sikdan is a sustainable food specialty brand that proposes a sustainable food culture centered on plant-based foods, considering both personal health and the global environment. Under the principle of minimal additives, the ‘Plant-based Jigu Sikdan’ offers over 30 diverse products across three categories: plant-based alternative foods, plant-based nutritional foods, and plant-based convenience foods, including tofu tenders, tofu noodles, soy milk noodles, plant-based charcoal-grilled bulgogi, and plant-based luncheon meat.
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A Pulmuone representative said, “Pulmuone is Korea’s first organic food company and has pursued sustainability for people and the planet based on the spirit of neighborly love and respect for life since its founding. Through the Pulmuone Jigu Sikdan campaign with model Lee Hyori, who shares the value of a sustainable lifestyle, we hope to dramatically maximize brand value and widely promote the sustainability of Pulmuone Jigu Sikdan.”
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