HiteJinro said on March 3 it has selected Son Heung-min (손흥민) as its new model.
HiteJinro cited as the reason for the choice that Son’s dynamic energy as an active player matches Tera’s brand image. It said it expects synergy between Tera, which marks its 7th anniversary since launch, and Son, who represents the number 7.
The company plans to roll out an online and offline campaign, starting with a TV commercial on the day. It plans follow-up TV commercial series, an edition release and the operation of a brand day.
A HiteJinro marketing official said, "This year marks the 7th anniversary of Tera’s launch, and it is a turning point that requires a new leap based on the consumer trust we have built so far." The official added, "We will work to deliver the brand’s core message through synergy with Son Heung-min."
Shin-hye Ahn
doubletap@d-today.co.kr