Ricola serves up a breath of fresh air with Park Seo Jun as brand ambassador

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Ricola has named South Korean actor Park Seo Jun as its brand ambassador for Asia. Ricola's spokesperson told MARKETING-INTERACTIVE that Park was chosen as ambassador because he is immensely popular and charismatic, yet also friendly and personable. This makes him the perfect fit for Ricola, a down-to-earth, nature-loving brand, the spokesperson added but declined to comment on the monetary value of the partnership.

The company has developed a series of dynamic and lighthearted content with Park to capture consumers' attention. "With his natural charm, we are certain that our campaign with Park will remind our consumers to Breathe In Nature with Ricola and feel their moods lifted," the spokesperson said.

Ricola's new campaign builds on what its consumers know the brand for - a soothing candy made with Swiss Alpine herbs, but more than that, a drop of nature for when they need a breather, to refresh and revitalise their mood. "Consumers can look forward to see more exciting contents and activities from Ricola and Park across various media and retail channels, on ways to help transform their days with a breath of nature," the spokesperson said.

Ricola began posting teasers of its Park across its social media channels since 25 February. The teasers included a back-view of Park, a recording of his voice, and a boomerang shot.

https://www.facebook.com/RicolaSingapur/posts/4777924322244231

https://www.facebook.com/RicolaSingapur/posts/4777942112242452

Ricola then posted the big reveal yesterday (2 March). "Sweeping us away with his charming roles and captivating looks, we are excited to announce the one and only – Park Seo Jun as the new brand ambassador for Ricola," the post said. While Ricola did not detail Park's involvement as brand ambassador in the post, Ricola teased fans to keep their eyes peeled for updates very soon.

https://www.facebook.com/RicolaSingapur/posts/4791400607563269

Park also starred in a Ricola commercial for Singapore and Malaysia, ramping up to the ambassadorship announcement.

Other brands in the region have also tapped on Park's popularity to boost their standing among consumers. Last October, Skechers appointed Park as its regional brand ambassador, with him fronting the 2021/22 campaigns for Singapore, Malaysia, Thailand, Vietnam, Hong Kong and Macau. These are six key growth markets for the brand. According to Skechers, Park is not only an all-rounded individual with a strong work ethic, but his clean-cut, down-to-earth and versatile personal style aligns with the brand's long-standing brand equity of offering ultimate comfort with style.

In February that year, South Korean home appliance brand SK magic signed Park as its brand ambassador in Malaysia for a year. Alongside the announcement was the unveiling of the new slogan "Goodbye Old, Hello Magic", representing its commitment to becoming a greater home appliances companion than before. According to SK magic, Park was selected due to his charisma and appealing nature, as well as his belief that happiness should take the centre stage of everyone's life. Additionally, the brand said Park has also demonstrated the value of continuously seeking improvements to his work throughout his career in the entertainment industry. With both combined, Park is a perfect representation of SK magic's 2021 vision in delivering happiness to the daily lives of its consumers, the brand said.

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