If you use "NewJeans" as a model, it'll be amazing... Min Heejin controversy, 'zero sense of hitting'...

 June 11, 2024

HYBE vs. Min Heejin, even in the muddy fight

NewJeans performed well as an advertising model

Strong as an advertising model for food, beverage, fashion, finance, etc.

The agency's mud-slinging for two months also seems to have not been a stumbling block to NewJeans. Despite the ongoing war between HYBE and ADOR's Min Heejin, NewJeans is still solidifying its position in the advertising industry.

As soon as their debut in 2022, NewJeans has been working as a model for various brands regardless of fields such as food, beverage, fashion, and luxury brands. It is also known as a 'myth' in the industry to receive advertising offers from more than 100 companies within three months of their debut.

On April 22, a month before the release of "How Sweet," NewJeans seemed to be suffering from a management dispute between their parent company HYBE and its subsidiary, CEO ADOR Min Heejin. Many were concerned that NewJeans' move would diminish. However, this was unfortunate. They became million-sellers by selling 1.08 million albums, and are set to make their Japanese debut by selling out fan meeting at Tokyo Dome.

The public seems to be viewing NewJeans and their agency issues separately. For this reason, the advertising industry still highly appreciated the buzz of NewJeans. According to the Rankify's advertising model trend index for the second week of June, NewJeans ranked No. 1 in the idol group category. As evidenced by this, NewJeans group and its members are actively working as advertising models of global ambassadors for brands such as Coca-Cola Zero, STONEHENgE, Calvin Klein, UGG, Celine, Shinhan Bank, Gucci, Essential Japan, and Olens.

Shinhan Card released a new commercial video of Shinhan SOL Pay featuring NewJeans as a model on the 11th. The "Shinhan SOL Travel Check Card" commercial, which was released earlier, surpassed 10 million cumulative views on YouTube, making it worth its name.

Hanni, a member of the group, was selected as Gucci's global ambassador and filmed a commercial campaign. After selecting NewJeans as the model for zero-sugar and sugar-free desserts in February, NewJeans recently released a new commercial. Coca-Cola Entertainment gas been well received both at home and abroad with the five members' charms by presenting advertisements for "Coke & Meal" with NewJeans.

"ETA" music video that was released last year and won four awards at the "One Show 2024" advertising festival held in News York. The music video was produced by collaboration between global brand Apple and creative studio Dolphin Kidnapping Director Shin Wooseok. The music video, which was also used as a global commercial for Apple, featured the Apple logo and the rabbit ear, the symbol of NewJeans. It was the first time that Apple released such a strong protective device.

A representative of the advertising industry said, "NewJeans is still the number one recruitment," adding, "NewJeans seems to have no risk as a related advertising model because it is an agency issue, not an individual problem. NewJeans' preference is still high in the public and trend-sensitive MZ generation who continue to look for new images. It is the power of the branding of CEO Min Heejin's who created the originality of NewJeans."

A company official who uses NewJeans as an advertising model said, "Some idol groups that are so-called 'floating' sometimes make it difficult for advertisements, but NewJeans is actively cooperating with the brand promotion that they are showing up as a global star, which is a good impression."

Original article: 한국경제