K-pop group RESCENE propels Narangd Cider sales up 48%
In the hyper-competitive market for zero-calorie beverages, companies have long sought the elusive formula that turns casual drinkers into brand devotees. Dong-A Otsuka, one of Korea’s prominent beverage manufacturers, appears to have found it in the rising trajectories of a young K-pop group. Dong-A Otsuka said Monday that sales of Narangd Cider Zero, its flagship zero-calorie carbonated soft…
K-pop group RESCENE has significantly boosted sales of Narangd Cider Zero, a zero-calorie carbonated soft drink produced by Dong-A Otsuka, one of Korea's leading beverage manufacturers. According to the company, Narangd Cider Zero sales surged by 48 percent over a one-month period following the appointment of RESCENE as brand ambassadors.
This spike in sales was observed between July 21 and August 21, 2023, as compared to the same period in the previous year. The sales increase was tracked across major online retailers, Dong-A Otsuka's digital storefront for direct-to-consumer purchases, and convenience stores nationwide in Korea. Marketing experts attribute this remarkable growth to the resonating alignment of RESCENE's image and audience.
The five-member K-pop act, which debuted in early 2024, has quickly amassed a dedicated following through a brand identity that emphasizes authenticity and raw appeal. This image seems to have struck a chord with health-conscious younger consumers who are the primary target market for zero-calorie beverages like Narangd Cider Zero.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
Also reported by 1 other outlet
- K-pop group RESCENE propels Narangd Cider sales up 48% koreatimes.co.kr
