- Ranked No. 1 in top-of-mind awareness in a survey conducted by MACROMILL EMBRAIN, a market research firm, on those aged 20 to 29
- Expected to expand the customer base across all age groups based on popularity among young people and leap forward as a leading hangover cure brand
- Sold more than 100 million pockets accumulatively in January despite the market downturn due to COVID-19
Samyang Corporation (CEO: Vice President Song Ja-ryang), a food and chemical affiliate of the Samyang Group, announced on March 8 that people in their 20s picked EASY TOMORROW as the hangover cure product that first came to their mind.
A survey in January this year by MACROMILL EMBRAIN, a market research firm, showed that EASY TOMORROW ranked 1st in top-of-mind awareness with 33.9% among those aged 20 to 29. Top-of-mind awareness represents the brand that first comes to the mind of consumers in a certain product category. The survey was conducted on 500 adults who had bought any hangover cure product in the past three months among those aged between 20 and 44 who are living in Seoul and metropolitan area.
An official from EASY TOMORROW said, “Top-of-mind awareness is an important indicator that tells you the brand consumers prefer. The consistent marketing activities targeting young customers since its launch has borne fruit.”
EASY TOMORROW has communicated actively with young generations since its launch in 2013. Starting with a commercial featuring actress Hyeri in 2015, the company has hired commercial models highly preferred among MZ generations such as Kim Ha-on, Oh Jung-se, and P.O, focusing on establishing the young and trendy image of hangover cure product. Before COVID-19, the company provided various opportunities to those in their 20s to try EASY TOMORROW in road sampling in universities, unannounced visit promotions, sponsoring college student membership training (MT), and booths in music festivals.
Based on its young and trendy image, the company is also doing marketing activities in parallel to expand its customer base across all age groups. In 2019, events were held to communicate with costumers in Yeouido Park and Ttukseom Hangang Park where many generations gathered together. Last year, the company unveiled a viral video, which parodied M, a Korean TV series aired in 1994, and brought back memories and nostalgia in those aged 40 or older. The company aired a music video style commercial, which adapted a hit song One Ticket, garnering positive reaction from those in their 20s to those in their 50s.
In last November, the company was awarded 2020 Korea Brand Awards in the category of manufacturing from the Korea Marketing Association, and the brand power of EASY TOMORROW was recognized by both consumers and experts. In January this year, more than 100 million pockets were sold accumulatively despite the market downturn due to COVID-19.
An official from EASY TOMORROW said, “We will carry out various marketing activities by using content highly popular among MZ generations. Based on popularity among young people, we will expand the customer base across all age groups and leap forward as a leading hangover cure brand.”