RESCENE's 'advertising effect' boosts retail industry sales

The rising popularity of the girl group RESCENE is creating a significant ripple effect across the retail industry, with companies actively leveraging the group's influence for marketing campaigns. Domino's Pizza reported that its summer advertisement for the new 'Moo Jin Jang Shrimp Steak Pizza,' featuring RESCENE, surpassed 17 million cumulative views in just four days after its release on July 16.

This success extends to other ventures. BGF Retail's convenience store chain CU recently appointed RESCENE as its brand ambassador, marking the first time a convenience store has partnered with an idol group. CU cited RESCENE's buzz, growth potential, and friendly image, which resonates well with fans, as key factors in the decision. The company plans extensive collaborations, including developing products inspired by the members' preferences and creating various content, such as seasonal items and meme-based merchandise.

Beyond Domino's and CU, beverage company Dong-A Otsuka has also enlisted RESCENE as the new model for its zero-calorie cider brand, Narangd Cider. The company highlighted RESCENE's consistent efforts in building its unique competitiveness based on authenticity as the reason for the partnership. Dong-A Otsuka is set to release new advertisements featuring the group in early August, aiming to enhance brand affinity and connect with consumers through RESCENE's bright and approachable image.

Furthermore, RESCENE members are actively participating in unique promotional activities. For instance, they recently introduced an ice cream product featuring the characters 'Pat and Mat,' which has been affectionately nicknamed 'Ret and Met' by fans due to the involvement of members Leeve and May. A special edition of this ice cream, highlighting the chemistry between Leeve and May, is scheduled for release in September, further engaging their dedicated fanbase.

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Through this model selection, we expect the bright and comfortable image of RESCENE and the brand identity of Narangd Cider to harmonize, broadening empathy with consumers and increasing brand favorability.