Project Description

PROJECT DETAILS

ABOUT
Top-selling South Korean beer and soju brand
CATEGORY
ACTIVE
April – December 2018
ENDORSING
Hite ‘Extra Cold’ beer
    

PROJECT DETAILS


ABOUT

Top-selling South Korean beer and soju brand


CATEGORY


ACTIVE

April – December 2018


ENDORSING

Hite ‘Extra Cold’ beer


    

On March 30, 2018, Hite announced news that Daniel would be the new face of Hite Extra Cold since he suited their young and sophisticated image and would help them communicate with people of all generations. Hite had previously collaborated with Wanna One for 2017 summer season ads. A Hite spokesperson commented that Daniel’s “unique bright and vibrant image” went well with Extra Cold.[s] The TVC later on became the 8th highest-rated commercial in South Korea for the first week of May and rose to 5th place for the following week.[s] [s] The ice drum commercial won the viewers’ grand prize at the MTN TVC Festival.[s]

To commemorate Daniel modelling for the company, Hite released a special can with Daniel’s image on October 1. The limited edition cans ran out of stock earlier than expected.[s] [s]

LIMITED EDITION
  • Kang Daniel Beer Can (October 2018)
  • Bromides
TRIVIA

The brand hired a drum’s player to teach Kang Daniel to play the drums for the TVC.

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