BACKGROUND:

2024 韓國國民調味乳品牌之王 Binggrae 香蕉牛奶，持續在全台灣各通路狂銷熱賣，

但我們仍希望找到目前 Binggrae 存在台灣之傳播課題，為Binggrae品牌於再創銷售高峰，

In 2024, Korea's No.1 flavored milk brand, Binggrae Banana Milk, continued to achieve strong sales performance across major retail channels in Taiwan.However, to unlock the next stage of business growth, we identified the need to uncover Binggrae's communication challenges in the Taiwan market.

The insights became the foundation for redefining Binggrae's communication strategy and driving the brand toward its next sales peak.

SOLUTION: 

2025品牌找了同樣以黃色為代表色之中信兄弟PS最受歡迎韓籍啦啦隊女孩邊荷律，為Binggrae強化正宗韓國DNA血統。

以邊荷律吃什麼都好吃都美味形象，再次強化Binggrae真的好喝好美味感受。

邀請邊荷律出席於信義區舉辦 Binggrae年度快閃活動，讓更多其他領域朋友能接觸、體驗品牌，並透過與邊荷律現場互動遊戲等大聲唸出Binggraae 品牌名，以此建立品牌知名度、偏好度，解決唸不出品牌名課題。

全面更新主視覺，改以邊荷律為主之主視覺、數位SNS影音、實體活動等素材 持續吸引關注、體驗、大聲念出。

To address the challenge of low brand recognition and consumers' inability to correctly pronounce the Binggrae brand name, Binggrae appointed 변하율, the most popular Korean cheerleader from the CTBC Brothers Passion Sisters, as its brand ambassador in 2025.

With her authentic Korean identity, strong popularity, and signature yellow image that naturally aligns with the Binggrae brand, 변하율 helped reinforce Binggrae's authentic Korean DNA. Her well-known image of making every food look delicious also strengthened the perception that Binggrae products are truly tasty and enjoyable.

Centered around 변하율, the campaign refreshed all key visuals, digital and social media content, and offline campaign materials. Binggrae also hosted its annual pop-up event in Taipei's Xinyi District, where consumers experienced the brand through product sampling, fan interactions, and on-site games that encouraged them to say "Binggrae" out loud. The campaign successfully increased brand recognition, strengthened brand preference, and improved consumers' ability to recognize and pronounce the brand name.

RESULTS/KEY FIGURES:

品牌銷售成長137%、粉絲團粉絲成長46%

+137% Brand Sales

+46% Social Media Followers