Maeil Dairies Selex Extends Modeling Contract with Director Park Seri

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[Asia Economy Reporter Lim Hye-seon] Maeil Dairies' customer-tailored health management brand Selex announced on the 25th that it will extend its model contract with professional golf coach Park Seri.

Maeil Dairies Selex has been associated with Coach Park Seri since July last year. The campaign "Korea's No.1 Protein Muscle Confidence," featuring Park Seri as the model, borrowed Coach Park Seri's "barefoot fighting spirit," which gave courage and hope to the people exhausted by the IMF financial crisis, as a meme to deliver a cheerful message about muscle health to the public weary from COVID-19 in 2020.

A Maeil Dairies official stated, "Coach Park Seri's national trust and friendliness greatly contributed to expanding Selex's customer age group and increasing the TPO (time, place, occasion) for daily protein consumption," adding, "Through this renewal contract, we aim to strengthen Selex's position as Korea's No.1 protein brand in the second half of this year and become a brand responsible for the muscle health of all Koreans." Coach Park Seri's new campaign and advertisement are scheduled to be released this fall.

Maeil Dairies Selex, which opened the domestic protein adult nutrition market, has led the market by surpassing cumulative sales of 100 billion KRW to date. Currently, beyond protein research, it is introducing various product lines that satisfy diverse customer needs based on scientific design, including research on specialized functional materials.

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