Lotte Chilsung Selects Karina as Model for New Beer Product 'Crush'

Published 21 Nov.2023 08:39(KST)

On the 21st, Lotte Chilsung Beverage announced that it has selected Karina, the leader of the 4th generation idol group aespa, as the model for its newly launched beer product ‘KRUSH’ and will launch a full-scale advertising campaign.

Lotte Chilsung Selects Karina as Model for New Beer Product 'Crush'

KRUSH, newly released by Lotte Chilsung Beverage for the young generation seeking novelty, is made with 100% malt and uses separately extracted European hops and hop bursting techniques to add coolness and freshness. It also features a shoulder-less bottle that allows consumers to feel the refreshing carbonation, and a transparent bottle design inspired by icebergs to maximize visual freshness.

Lotte Chilsung Beverage plans to emphasize that KRUSH is a completely different new generation beer from existing beers by selecting Karina, the leader of aespa who heralded the era of 4th generation idols, as the model and launching an active marketing campaign.

The newly released video advertisement expresses ‘KRUSH, the beer that suits me,’ which is different from any beer so far, through Karina’s unique atmosphere and sensibility. In addition, natural drinking scenes of KRUSH and Karina, directed in five different concepts, will be released in the form of short-form videos.

A representative from Lotte Chilsung Beverage said, “We selected Karina, a 4th generation idol, as the first model to emphasize the differentiation of KRUSH from existing beers,” and added, “Like Karina, who is called a 4th generation idol, the new product KRUSH will actively be marketed to become a representative of a new 4th generation beer that is different from existing beers.”