프로젝트명 올게인 국내 브랜드 출시 전개 브랜드 매니지먼트
카테고리 F&B
브랜드 배경 및 분석
한국 제약·헬스케어 산업을 선도해온 GC녹십자는 미래 성장 동력으로 혁신적인 소비자 브랜드를 주목했습니다. 지속가능성을 핵심 가치로 삼고, 국내 기준을 넘어선 글로벌 전략을 구상한 GC녹십자는 글로벌 브랜드 도입을 통한 시장 확장을 모색했습니다. 특히 여성 중심으로 확산된 애슬레저 트렌드와 요가, 러닝 등 라이프스타일의 변화 속에서 건강하고 믿을 수 있는 영양 대안의 수요가 뚜렷하게 드러났습니다. 이에 GC녹십자는 미국의 B Corp 인증 유기농 식물성 단백질 브랜드, 올게인(Orgain)을 국내에 단독 도입하며 새로운 오가닉 뉴트리션 시장의 시작을 알렸습니다.
프로젝트 Scope
브랜드 전략 / 브랜드 매니지먼트
브랜드 커뮤니케이션 / 광고 기획 / 브랜디드 콘텐츠 / 크리에이티브 디렉팅 / 이벤트 / 협찬 / PPL
Organic Revolution Lands in Korea
GC Biopharma, a frontrunner in Korea's pharmaceutical and healthcare sector, envisioned innovative consumer brands as its future growth catalyst. Anchoring on sustainability and eyeing beyond domestic standards, they strategized to adopt global brands. With the surging popularity of athleisure, and activities like yoga and running, especially among women, there was a clear gap for wholesome nutrition. Addressing this, they exclusively brought to Korea the US-based Orgain, a B-Corp certified organic plant-based protein.
Moved by Orgain's founder, Andrew Abraham, who turned to organic plant-based nutrition during his cancer battle, I anchored our Korean strategy on his authentic journey. Prioritizing transparency, honesty, and innovation, we tailored Orgain's voice for Korean consumers, focusing on active women.
The result? A distinct brand that resonates deeply, driving strong engagement and loyalty in Korea.
Content Marketing
Recipe series featuring easy-to-make and enjoyable snacks and desserts using Orgain, introduced by a vegan patissier showcasing the concept of incorporating Orgain into everyday life.
Influencer Partnership
Through content partnerships with key target influencers who represent the perception that "Protein is not only for fitness but for active women," we visualized the unmet needs of our target customers and conducted brand storytelling.
Channel Collaboration
A sports entertainment content consisting of 7 episodes where sports celebrities and influencers learn exercise techniques and nutritional intake methods. The content was jointly produced to showcase product consumption and promote the brand. It achieved exposure of over 800,000 views on YouTube.
