PERIOD 2024-03 ~ 2025-08

Prain Global conducted a branding campaign centered on “Pulmuwonderland,” Pulmuone's sub-account. Pulmuwonderland serves as a platform for engaging younger audiences through character-based intellectual property (IP), extending beyond Pulmuone’s established image of providing “wholesome food.” Building on this IP, Prain Global aimed to expand the brand’s fictional universe beyond its existing social media channels into both online and offline experiences, highlight the products’ distinctive features and appeal, and redefine Pulmuone’s brand image among younger audiences.

While maintaining Pulmuone’s established image as a “healthy brand,” Prain Global identified new selling points aligned with the lifestyles of younger consumers. In particular, the campaign drew on the “Healthy Pleasure” trend, which combines health and enjoyment, distancing from the previous brand image which most emphasized health. Prain Global developed a branding strategy that added an element of fun and designed an experiential pop-up store where younger audiences could actively participate and discover a new side of the brand.

The pop-up store, named “Pulttegi’s Taste Detective Agency,” was held in Seongsu-dong, Seoul, a popular destination among younger consumers. The space integrated the worldview of Pulmuone's character IP, “Pulttegi,” through interactive programs that allowed visitors to experience the brand’s values and product characteristics firsthand. Moving beyond online storytelling, the campaign created opportunities for visitors to see, hear, and experience the brand in person, encouraging them to voluntarily share their experiences on social media and strengthening their engagement with the brand.

As a result, the campaign achieved 180% of its target KPI and received positive feedback for its fresh approach to adding “enjoyment” to Pulmuone’s established image as a healthy brand.

Furthermore, Prain Global launched a promotional campaign on Pulmuone’s official online store to extend the storytelling experience beyond the pop-up store. This initiative strengthened the connection between online and offline experiences, increased customer engagement and the appeal of the brand and its products, guiding customers in their purchase decision-making process.