CJ Hetbahn Wins Mercury Awards in Marketing for 3 Consecutive Years

Received Gold Award in Gen Z Audience Category
Targeting Gen Z Consumers through Collaboration with Chimchakman

CJ CheilJedang’s Hetbahn announced on the 8th that it won the Gold award in the ‘Gen-Z Audience’ category within Promotion & Marketing at the ‘2023·2024 Mercury Awards,’ one of the world’s top three PR awards.

Now in its 38th year, the Mercury Awards are hosted by MerComm, a U.S.-based professional evaluation organization specializing in marketing communications. Entries are judged based on creativity, effectiveness, and performance of promotional materials. This year, about 400 works from 12 countries worldwide were submitted.

Hetbahn submitted the ‘Hetbahn Cupban BIG X Chimchakman’ campaign, a collaboration with creator ‘Chimchakman’ launched in January last year, and won the Gold award in the Gen-Z Audience category of Promotion/Marketing. Last year, Hetbahn also submitted a comprehensive campaign that developed and operated the ‘Rice Warehouse School’ brand universe, winning the Honors award in the Branding/Rebranding category of Marketing. With this, Hetbahn has demonstrated its brand communication capabilities once again by winning awards for three consecutive years in marketing, including Gold awards in 2021 and 2022, and Honors awards in 2022 and 2023.

First, Hetbahn selected Chimchakman, an influential figure among the Gen-Z target consumers of ‘Hetbahn Cupban BIG,’ and collaborated with him. Chimchakman’s YouTube channel has about 2.4 million subscribers, with a high proportion of Gen-Z viewers.

They released collaboration products applying Chimchakman’s signature characters to Hetbahn Cupban BIG, and introduced merchandise such as the ‘Chimrex (wristwatch)’ and ‘Chimjumeoni (lucky pouch).’ In addition, various activities that could attract Gen-Z’s attention, including collaboration live broadcasts and consumer events, were carried out, receiving great responses.

Furthermore, continuous marketing activities related to this helped build a young and trendy identity. The total views of YouTube content videos reached approximately 735,000, and the limited-edition merchandise sold out quickly, demonstrating its popularity.

A CJ CheilJedang official said, “We are pleased to achieve the feat of winning awards for three consecutive years at a globally prestigious competition,” and added, “We will continue to communicate with more customers through differentiated marketing.”

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