“Why Have a Grim Reaper and a Gumiho Appeared in Gangnam?” ... Lotte Chilsung’s Saero Launches Grim Reaper Campaign

[Financial News] Saero’s Grim Reaper and gumiho are roaming major commercial districts in Seoul, including Gangnam and Hongdae.
According to industry sources on the 14th, Lotte Chilsung Beverage is holding the “Saero, Loved Even in the Afterlife” street parade campaign through the 7th of next month, in conjunction with a new ad for its zero-sugar soju, Saero.
The campaign, held every Friday and Saturday in nine major commercial districts including Gangnam and Hongdae, was designed to promote the fictional universe of a new animated ad released earlier this month.
During the street parade, Saero-gumi and the Grim Reaper pull a giant Saero palanquin to present to King Yeomra and hand out webtoon-style flyers to convey the expanded fictional universe. A draw event held alongside it lets consumers pick colored balls from a large Saero bottle sculpture; the balls represent the original product and fruit flavors (apricot, hardy kiwi, and omija). Participants receive various merchandise, such as branded glasses and hand mirrors, according to the color of the ball they draw.
Some bars and restaurants in the Seoul metropolitan area are also running “Find My Past Life,” an event for customers who drink Saero that lets them enter their name and date of birth to discover their occupation in a past life through saju fortune-telling, as well as a “Saero Gacha Machine” event.
A Lotte Chilsung Beverage representative said, “We planned this campaign to make the concept of our new ad fun to share: Saero, which has built a distinctive fictional universe over the roughly four years since its launch, has won over the afterlife as well as the world of the living.” The representative added, “We will pursue active marketing to promote Saero’s distinctive fictional universe and bring consumers even more enjoyment during the winter, the peak season for soju.”
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