Targeting Gen Z, Saero launched an interactive campaign at the start of the school semester to build its brand universe and offer a unique marketing experience.

The campaign featured three mini drinking games—"Spin the Saero Bottle," "Pull the Tail," and "Roll the Dice"—designed for casual enjoyment at social gatherings. By frequently incorporating the brand character, "Saero-gumi," the campaign delivered a fun and engaging brand experience.

The objective was to naturally introduce the Saero brand to Gen Z while associating it with a light and enjoyable drinking culture. Offline promotions further reinforced brand engagement.

The campaign spread across university communities, sparking viral social media sharing among participants. As a result, the Saero-gumi universe became more deeply embedded in consumer perception, significantly enhancing brand affinity.