Secret of maintaining the top: OB brings real life story to ads to soothe customers
IndustryFeb 17, 2022
Oriental Brewery (OB), Korea’s largest beer maker, won the grand prize at the 2021 Korea Brand Awards for its marketing strategy that added sentimental elements to soothe customers hit by the pandemic. The award, overseen by the Korean Marketing Association, recognizes companies that put “consumer value” at the forefront of brand management. The key to OB’s marketing strategy was “clicking with” consumers, stressed the beer manufacturer. While beer advertisem