Cuchen Brain Rice Cooker Wins 'Consumer-Selected Best Advertising Award'

Portrayal of a Rice Cooker Acting and Thinking Like a Human
Sales Increased by Approximately 262% Compared to the Previous Month After Broadcast

Kitchen appliance company Cuchen announced on the 8th that it received the Good Advertisement Award in the TV broadcasting category at the ‘2024 Consumer-Selected Good Advertisement Awards’.

At the '2024 Good Advertising Awards Chosen by Consumers' ceremony held on the 7th at the Grand Ballroom of the Korea Advertising Culture Center in Songpa-gu, Seoul, Won Jeong-rim, Executive Director of Cheil Worldwide (left), Kim Young-joo, Vice President of the Korea Women Consumers Federation (center), and Seo Eun-young, Executive Director of Marketing Headquarters at Cuchen (right) are posing for a commemorative photo.
[Photo by Cuchen]

The awarded advertisement this time is ‘Cuchen Brain,’ produced last year in collaboration with Cheil Worldwide. A Cuchen representative explained, “This advertisement was highly evaluated for breaking away from the conventional rice cooker ads and expressing the product’s unique features in a novel way.”

The Cuchen Brain advertisement used personification to depict the rice cooker acting and thinking like a human. The use of recycled materials on the product’s exterior, along with object design, was also implied. The core function of the Brain rice cooker, a customized cooking algorithm for 10 representative domestic rice varieties and functional mixed grains, built the product image under the concept of ‘Mi (米) Culinary Intelligence.’

The advertisement featuring the ‘Figure Queen’ Kim Yuna led to an increase in product sales. Since the ad aired in August last year, sales of the Cuchen Brain rice cooker increased by approximately 262% compared to the previous month, and revenue jumped about 3.5 times.

A Cuchen representative said, “It is an honor to receive an award chosen directly by consumers for an advertisement that broke away from the existing advertising formula and showcased the new product’s features in a unique way.” The Consumer-Selected Good Advertisement Awards is an advertising event hosted by the Korea Advertisers Association and the Korea Consumer Agency, supported by the Ministry of Culture, Sports and Tourism.

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