Samyang Corporation, a food and chemical affiliate of the Samyang Group, announced that its hangover relief product Q.one Easy Tomorrow won the grand prize in the company-wide category at the ‘2022 10th Korea Brand Awards’.
The Korea Brand Awards, hosted by the Korea Marketing Association, is a screening committee comprised of experts from academia and industry that comprehensively evaluates items such as leadership, infrastructure, marketing strategy, and marketing execution of candidates to select the final winners.
This year’s awards were held in five categories: individual, company-wide, leadership, product, and Korean specialized company. In the company-wide category, awards were given to companies that achieved results through customer-centered brand marketing activities.
Easy Tomorrow has been actively communicating with the younger generation since its launch in 2013. Starting with the airing of an advertisement featuring actress Hyeri as a model in 2015, the company used models highly preferred by the MZ generation, such as Kim Ha-on, Oh Jeong-se, P.O, and Sung Si-kyung, to build an image of a young and trendy hangover relief product. In addition, we communicated with young customers in a variety of ways, such as college road sampling and guerrilla visit promotions, college student MT sponsorship, music festival promotional booth operation, Easy Easy pop-up store operation, and merchandise sales. Recently, we introduced a new CF, ‘Signboard Morning Edition,’ in which employees from the in-house MZ generation directly participated in the planning stage.
Accordingly, he said, “Even though the hangover relief market is a red ocean, we participated as a latecomer and pioneered a new market,” adding, “We have created a new market targeting the MZ generation and continued to grow through an integrated marketing communication (IMC) strategy suitable for the target. It received a review evaluation of “high.”
Easy Tomorrow also ranked first in the ‘Brand Customer Satisfaction Index (BCSI) Awards’ selected by consumers for five consecutive years in the hangover relief product category from 2018 to 2022. In addition, following the grand prize in the manufacturing sector at the 2020 Korea Brand Awards, it won the grand prize in the company-wide sector this year, receiving recognition for its excellent brand power from consumers and experts.
An official from Q.one Easy Tomorrow said, “This award is the result of continuous communication with consumers, including promoting the strengths of our products through various online and offline events. We will continue to strengthen communication with consumers to create an even stronger brand power.” He said.
Meanwhile, Easy Easy Pill is a hangover relief product made by mixing raw materials such as yeast extract and mixed plant concentrate (Hovenia berry, chrysanthemum, hawthorn fruit, and arrowroot flower) in pill form. Each serving is individually packaged at 3 grams, making it easy to carry and consume. Based on the popularity of pill-shaped products, the company also launched ‘Sangkwaehwan Stick Type’ in the form of a slim stick that can be easily squeezed out without water. ▲’Sangkwaehwan stick type mango flavor’ containing mango juice ▲Pear concentrate 10% and apple juice concentrate There are two types of ‘Sangkwaehwan stick type Red’ with this addition.
Source: Pangyo Techno Valley Official Newsroom
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