Page 47 - #61 English

Excellent printed ads design has a strong sense
of a particular technique of expression and emotion.
From 1930s to 1950s was the peak for printed coffee Form: Celebrity-endorsed
advertisement. At that time, ads were more in the Time: Late 19th century
form of printing, as that was the only way to promote Channel: Newspapers, posters， 2
goods. No matter it was an oil painting, which was magazines, leaflets etc.
rich in colors and strong in stereo sense, or a pencil Target : Fans of celebrities
drawing, which was funny and playful, painters used Effect: Strong impact, rapid spreading
of their exquisite techniques to the fullest to add of brand awareness
uniqueness to coffee ads. After the Second World Using celebrities is a kind of a
War, printed coffee ads started focusing on social marketing strategy which employs a well-
networking, gatherings and friendship, creating a known person being a spokesperson, after
shooting photo or video with this person
and a product, it is easy to deliver
advertising to the public. This kind of
promotion has a wide audience. For
example, in Korea, celebrities' marketing
strategy is the most developed one.
Almost every star has participated in at
least one advertising of coffee products.
With the trends of Korean TV series, super
stars have become the “battleground” for
different coffee brands. The trend, led
by celebrities, cannot be underestimated
with its economic benefit.
Male celebrities who can
endorse coffee brand must have
characteristics like a boy-next-door
image and a voice tone that is easy to
link with coffee’s rich and
fragrant flavor. Online
research platform
Tillion Website asked
5000 customers, from
19 to 45 years old,
about their favorite
celebrity spokesman
of instant coffe. Gong
Yoo, famous in Asia
for playing role in
popular TV series
“Goblin”, won the 1st
place with 35.1% of
support, relying on
concept of “Coffee maker” and “Coffee wizard”. In several years’ spokes-
the 1950s, PACB raised a concept of “Good things man experience of
happening over coffee”. Thereafter, the idea of KANU coffee. Song
“Coffee Break” came out, encouraging people to Joong Ki and Kang
enjoy coffee at work during their break. This series Dongwon won the
of ads impacted American coffee culture and made 2nd and 3rd places.
“coffee break” become part of the working habit till
now.

49