PERIOD 2024-03-21 ~ Now

Prain Global has conducted a branding campaign centered on Pulmuone's sub-account, Pulmuwonderland. Pulmuwonderland enhances communication, targeting younger audience by utilizing character-based IP that goes beyond Pulmuone's current image of “wholesome food.” Prain Global aims to expand the limited worldview with the use of this IP from the existing social media channels to both online and offline platforms, boosting product differentiation as well as product appeal, and redefining Pulmuone's brand image to engage younger audience.

While maintaining Pulmuone's current image of a “healthy brand,” Prain Global has derived new appeal points aligning with the lifestyle of younger audience. The campaign focuses in particular on the “Healthy Pleasure” trend that seeks to combine both health and enjoyment, distancing from the previous brand image which most emphasized health. Branding strategy was set to convey the message of “enjoyment,” and included experiential design in the form of a pop-up store where younger audience could interact and experience the brand in a new way.

The pop-up store was operated under the name of “Pulttegi's Taste Detective Agency” in Seongsu-dong, Seoul, which is an emerging hotspot for younger audience. This space integrated the worldview of Pulmuone's character IP, “Pulttegi,” and was designed to make visitors naturally experience the brand values and product characteristics through the participatory programs. Going beyond simple online storytelling to elevate visitors experience by appealing the senses of sight and hearing, the campaign maximized brand immersion.

As a result, the campaign achieved 180% of its target KPI and received positive feedback as a new attempt to add “enjoyment” to the Pulmuone's current image of a “healthy brand.”

Furthermore, to continue the storytelling experienced at the pop-up store, an official mall promotional event was held online, strengthening the connection between online and offline experiences. This approach increased customer engagement as well as appealing power of the brand and its products, guiding customers in their purchase decision-making process.