"Save it in my heart, now save it in my body!" Orion names actor Park Ji-hoon as model

사진 확대

Orion Corporation announced that it has selected actor Park Ji-hoon as the model for Dr. You Jeju Lava Water. Park drew attention for playing King Danjong Lee Hong-wi in the film "The King's Warden." The movie was distributed by Showbox, an Orion affiliate, and drew 16.8 million viewers. It ranked first in all-time box office revenue among Korean films and second in cumulative admissions. Park rose to stardom as an actor after taking on the role of King Danjong Lee Hong-wi.

Selection criteria and brand strategy Orion Corporation said Park's youthful and clean image has strong appeal among younger consumers. The company added that his sincere acting in various works is expected to help strengthen brand trust. Through this campaign, Orion aims to build a brand image that resonates across generations and broaden consumer engagement.

Orion Corporation is rolling out a marketing campaign built around the concept of "Park Ji-hoon's water in full bloom." The strategy highlights the purity of Jeju's spring water and the healthy image of Dr. You Jeju Lava Water. By linking Park's growth as an actor with the value of Jeju's clean water, the company is targeting the summer peak season market.

Orion Corporation plans to carry out a range of online and offline promotions featuring Park. At sports events where hydration is needed, it will install videos, banners and other advertising materials, while also offering opportunities to sample Dr. You Jeju Lava Water. On its own online store, Dr. You Mall, the company will introduce limited-edition merchandise and special kits. It also plans to expand consumer touchpoints through additional promotions.

An Orion Corporation official said, "We expect Park Ji-hoon's clean and sincere image to enhance the healthy brand value of Dr. You Jeju Lava Water." The company added that it will expand consumer touchpoints and strengthen its competitiveness in the summer peak season market. Dr. You Jeju Lava Water is sold as a mixed beverage under the Special Act on the Establishment of Jeju Special Self-Governing Province.

Q1. What is the concept behind the collaboration between Jeju Lava Water and actor Park Ji-hoon?

Orion Corporation is promoting Dr. You Jeju Lava Water with the concept of "Park Ji-hoon's water in full bloom." By linking Park's image as a maturing actor with the value of Jeju's clean water, the company is aiming to capture the summer peak season market.

Q2. Which brand chose an actor from a 10-million-ticket film as its beverage model?

Orion Corporation selected actor Park Ji-hoon, who played King Danjong Lee Hong-wi in "The King's Warden," as the model for Dr. You Jeju Lava Water. The film drew 16.8 million viewers and ranked first in all-time box office revenue among Korean films and second in cumulative admissions.

Q3. Which bottled water brand is suited to building rapport with younger consumers?

Dr. You Jeju Lava Water chose Park Ji-hoon, whose image is fresh and clean, as its model. Orion Corporation said Park enjoys strong favorability among younger consumers and that his sincere acting is expected to help strengthen brand trust.