South Korea\u2013 Global ready-to-drink brand N\u00dcTRL has launched in South Korea with an original music video campaign fronted by SEVENTEEN members S.COUPS and MINGYU, created by creative agency GUT Singapore.<\/p>\n
The campaign, titled \u201cSmile \u00dcp\u201d, builds N\u00dcTRL\u2019s entire Korean market entry around a previously untapped detail in the brand\u2019s own name: the umlaut (\u00dc), which GUT Singapore reinterpreted as a smile and turned into the brand\u2019s defining visual signature.<\/p>\n
The centrepiece of the launch is an original music video, \u201cFor \u00dc\u201d, in which S.COUPS and MINGYU reimagine their hit single \u201cFor You\u201d. Rather than simply endorsing the product, the two artists become part of N\u00dcTRL\u2019s brand universe in the video, blending product storytelling with entertainment content designed for social sharing.<\/p>\n
\u201cKorea is one of the most exciting and competitive ready-to-drink markets in the world, and we wanted to enter with impact. There was no better way to do that than collaborating with artists who genuinely shape the culture. Working with S.COUPS and MINGYU gave N\u00dcTRL a level of cultural credibility and energy few launches ever get, positioning the brand right where music and culture meet,\u201d said Alex Lambrecht, Marketing Vice President at Anheuser-Busch InBev.<\/p>\n
The video incorporates Korean cultural references and playful visual cues alongside N\u00dcTRL\u2019s global brand identity, aiming to give the brand a distinctly local expression while retaining recognisability across markets.<\/p>\n
\u201cThis launch was about much more than introducing a new drink,\u201d said Carlos Camacho, Chief Creative Officer at GUT Singapore. \u201cThe smile hidden in N\u00dcTRL\u2019s own name gave us a way in, and music let us build a world people would choose to spend time in, rather than an ad they\u2019d skip. Everything, down to turning \u2018For you\u2019 into \u2018For \u00dc\u2019, came from that one idea.\u201d<\/p>\n
The music video anchors a wider social-first campaign, supported by out-of-home advertising and on-ground activations, as N\u00dcTRL seeks to establish itself in one of Korea\u2019s fastest-growing and most competitive ready-to-drink categories.<\/p>\n
GUT Singapore also led a redesign of N\u00dcTRL\u2019s packaging for the Korean market, working alongside GUT Design to ensure a cohesive brand identity across all touchpoints.<\/p>\n","protected":false},"excerpt":{"rendered":"South Korea\u2013 Global ready-to-drink brand N\u00dcTRL has launched in South Korea with an original music video campaign fronted…\n","protected":false},"author":2,"featured_media":101790,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[52743,52744,52748,31,17492,52747,52749,52745,52746,8544,33],"class_list":["post-101789","post","type-post","status-publish","format-standard","has-post-thumbnail","category-south-korea","tag-alex-lambrecht","tag-carlos-camacho","tag-gut-singapore","tag-korea","tag-marketing-campaign","tag-mingyu","tag-music-video-campaign","tag-nutrl","tag-s-coups","tag-seventeen","tag-south-korea"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/101789","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/comments?post=101789"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/posts\/101789\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media\/101790"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/media?parent=101789"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/categories?post=101789"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/korea\/wp-json\/wp\/v2\/tags?post=101789"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}