Dong-A Otsuka said Narangd Cider Zero sales jumped 48 percent over one month after it named RESCENE as brand ambassadors. The increase was tracked from July 21 through Aug. 21 across online retailers, the company’s direct storefront and convenience stores in Korea. Dong-A Otsuka also said RESCENE campaign videos on its official YouTube channel have drawn more than 18 million views. The company plans limited-edition packaging and photo card promotions in September, and RESCENE donated 16,200 cans for flood relief in Geoje.
A promotional poster for Dong-A Otsuka's Narangd Cider Zero by K-pop girl group Rescene / Courtesy of Dong-A Otsuka
In the hyper-competitive market for zero-calorie beverages, companies have long sought the elusive formula that turns casual drinkers into brand devotees. Dong-A Otsuka, one of Korea’s prominent beverage manufacturers, appears to have found it in the rising trajectories of a young K-pop group.
Dong-A Otsuka said Monday that sales of Narangd Cider Zero, its flagship zero-calorie carbonated soft drink, jumped 48 percent over a one-month period after the company appointed the rising K-pop quintet RESCENE as brand ambassadors.
The increase — tracked from July 21 through Aug. 21 compared to the same period last year — was measured across major online retailers, Dong-A Otsuka’s direct-to-consumer digital storefront and ubiquitous convenience stores across Korea.
