The target audience of fruit-flavoured alcoholic drink, Somersby, has escape from the pressures of adult life in its wish list. And K-Pop fandom in its passions.  

So that’s exactly what Forsman & Bodenfors Singapore and Somersby are giving them in its new brand campaign across Asia. It is all invites Gen Z to embrace its No Nonsense approach to life and stars global brand ambassador K-Pop idol YEONJUN of TOMORROW X TOGETHER (TXT) – the “it boy” of Gen Z pop icons.

As expected, campaign has been buzzing in social media since launch, with K-Pop fans sharing the news of YEONJUN across their social channels, from K-Pop chat and community sites to Reddit.

YEONJUN will be the new face of Somersby in Asia across all brand campaign assets that includes a film, social content and print assets, and the campaign will run in Singapore, Hong Kong, Laos, Malaysia, South Korea, Vietnam.

Arindam Varanasi, commercial vice president of Somersby parent, Asia Carlsberg Group, stated, “Somersby’s new brand ambassador TOMORROW X TOGETHER’s (TXT) YEONJUN is the perfect embodiment of star quality that appeals to Gen Z audiences. This film captures his charm alongside the irreverent and playful nature of the Somersby brand and refreshed ethos of a No Nonsense approach to life.”