Baskin Robbins - CHALTTEOK-KONGTTEOK Campaign
Food ad campaign
BR Korea has created a storytelling design to reintroduce Chaltteok Kongtteok, a traditional Korean snack, to a younger generation as a brand new ice cream flavor. Chaltteok means rice cake, and kongtteok is bean cake. Read together, they can mean a perfect pair or the name of ice cream manufacturer BR Korea's September flavor of the month. Legend tells of rabbits on the moon pounding rice flour with a mortar and pestle to make rice bean cakes. Traditional Korean cakes are also made this way, so the campaign links the new flavor with the legend of the Moon Rabbit to offer a contemporary reinterpretation. The campaign imagery and concept are also being used on product packaging and in SNS marketing.
Date of Launch
2021
Development Time
up to 12 months
Target Regions
Asia
Target Groups
Consumer / User