How many people who are with Korean nationality have not eaten ‘Choco-pie’? My answer is nobody. Choco-pie, which first came out in 1974, has sold 9 billion pieces in korea, reaching cumulative sales of more than eight billions euros to date. This means that as many as one hundred ninety pieces were eaten per person. Orion Choco-pie ‘Affection’, which has been loved by people from many parts of the world for a lot of years, is still in a leading position in competition with numerous similar brands. This is thanks to Orion Choco-pie ‘Affection marketing’ that has attracted attention as a successful marketing case.
It is not too much to say that the key of successful marketing is to catch the brand keyword well enough to say ‘Choco-pie’ = ‘Affection’. Actually, Orion which is the korean brand advertises calm and touching messages in everyday single life. Here is the link you can watch about that. https://youtu.be/ygEK-JIGoL4
In 2014, this advertisement embodied the daily life of ordinary people in a story format adding an even more emotional appeal with an warm narration and expressed Choco-pie as “comfort” rather than just snack, or “mind” toward the others. It used emotional marketing to stimulate the hearts of people who see the ads. Especially, as there is a saying like the formula that Choco-pie gives a lot of power to the soldiers, the advertisement made the brand image more firm by putting the soldiers’ scene first. The vice president at the time said that the word ‘affection’ is our own word, which is not in English, and i encourage you to try hard so that it will be listed as “affection = choco-pie” in the oxford dictionary in the future. And I don’t know what this is about overseas, but it has been realized to some extent in korea. Compared with other brands, it has an excellent taste basically, but it has succeeded in strengthening their brand image by applying the most korean image, “affection”.
The Orion choco-pie succeeded in putting one impressive word on consumers with the principle of concentration in this way. In addition this, most recently, Chuseok, one of korean traditional holidays, sold Choco-pie sets and chose a strategy to connect the holidays with affection. The price is cheaper than for example, a set of fruits and tuna, but it showed an impressive marketing in the niche of the futures market with the meaning that it can convey warmth.