From targeting convenience stores to Zero and Jelly...Marketing a hangover cure for the MZ generation
Jul 27, 2025
Hangover relief marketing targeting MZ generation is in full swing during the holiday season.
While expanding distribution channels preferred by young people, they are introducing jelly formulations and zero sugar products one after another.
Dongkuk Pharmaceutical announced that it will expand its distribution network by opening new stores in major convenience stores such as GS25 and CU following Olive Young. To commemorate its entry, a 1+1 event will also be held until August 31.
Sold at convenience stores, 'Easy Smart Gumi Chu' is a Gumi type of Dongkuk Pharmaceutical's oral dissolution film-type hangover cure 'Easy Smart Film', and it has both convenience and palatability because one to three before and after drinking can be easily chewed without water.
EasySmart, which contains raw materials that meet the guidelines for human application testing for hangover relief by the Ministry of Food and Drug Safety Ice Plant Complex Concentrate, conducted human application tests on 80 adult men and women and found that the improvement effect was confirmed in all nine items of hangover survey index (△feelings from hangover △ thirst △ fatigue △ headache △ dizziness and dizziness △ gastrointestinal disorder △ nausea △ heart tremors). In particular, it demonstrated fast and distinct hangover improvement, with a 15.1% decrease in blood alcohol concentration and 21.4% decrease in acetaldehyde concentration after 30 minutes of ingestion. In particular, as the Ministry of Food and Drug Safety mandates the submission of human application test data for hangover-relieving products from January 1, 2025, consumer confidence in EZSmart using raw materials with scientific evidence is expected to rise further.
Dongkuk Pharmaceutical's marketing officer said "Easy Smart Gumi Chu' is a popular item of the MZ generation that attracted consumer response by ranking No. 1 in sales in the hangover cure category just a week after entering Olive Young's online mall in September last year. "We hope that this convenience store will further increase accessibility and establish itself as a good partner for consumers at drinking parties in line with the trend of "Healthy Drinking Culture"
Kwangdong Pharmaceutical recently introduced two types of stick-type jelly hangover relief agents 'Hotgae Power Stick' (Grape and Mango Flavor).
The oriental raisin power stick was released in a jelly-type stick type to increase portability and convenience, and added a firm texture and chewing fun to reflect the preference of young consumers.
It contains various raw materials such as oriental raisin fruit extract concentrate (540 mg), cycloaline (2.8 mg), lactobacillus sap (1 billion Cell), and taurine (100 mg), and as a result of human application tests, a significant effect on improving hangover symptoms was confirmed from 15 minutes after drinking.
The product package features the police's official mascot 'Fodol & Fosuni'. 'I got you! Hangover!The phrase ' is added to convey familiarity and fun to consumers by witting the message that 'crackdown' after drinking a hangover. Through formal collaboration with the Gangnam Police Station in Seoul, the reliability and publicity of the product have been further strengthened with public relations using Podoli & Fosuni characters. A purchase certification event will also be held to commemorate the launch of the new product. By scanning the QR code inserted into the product, you can participate in various giveaway events.
"It is a simple and delicious hangover cure, characterized by a chewy texture and refreshing taste," said an official from Kwangdong Pharmaceutical Co., Ltd. "We plan to encompass social empathy and brand trust through a collaborative campaign with Podoli & Fosuni." Kwangdong Pharmaceutical is also planning to launch a Safe Drinking Culture Campaign with Podoli & Fosun through digital content linked to its SNS.
HK InnoN released a full-fledged advertisement for a sparkling-type new sugar-free hangover cure 'Condition Zero Sparkling' introduced in May.
Since the end of last year, he has been working as a brand model for 'Condition' with NMIXX 'Seawon' to wake up with 'Sparkling!The advertisement, which was produced under the pleasant concept of ', tactfully expressed the charm of 'Condition Zero Sparkling', which contains the unique pungent refreshing taste of carbonic acid, refreshing taste, and hangover relief function at once.
An official from HK Innoen's H&B marketing strategy team said, `We plan to promote condition-free sparkling with various marketing activities such as TV as well as digital and offline targeting the 2039 generation who want a zero-sugar and delicious grapefruit taste that have lowered calorie worries.'
'Condition Zero Sparkling' confirmed the hangover cure effect through a human application test at the Chungbuk National University Hospital's clinical trial center (Professor Park Min-gyu of the Department of Clinical Pharmacology). It contains self-developed composite materials (microbial fermented extract S, yeast extract mixed powder, ground extract powder, and nipafarm concentrated powder), and adds a sense of refreshment by adding red-mong concentrate and sparkling. In addition, alternative sugars were used to reduce sugar intake and calorie burden.
While expanding distribution channels preferred by young people, they are introducing jelly formulations and zero sugar products one after another.
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Sold at convenience stores, 'Easy Smart Gumi Chu' is a Gumi type of Dongkuk Pharmaceutical's oral dissolution film-type hangover cure 'Easy Smart Film', and it has both convenience and palatability because one to three before and after drinking can be easily chewed without water.
EasySmart, which contains raw materials that meet the guidelines for human application testing for hangover relief by the Ministry of Food and Drug Safety Ice Plant Complex Concentrate, conducted human application tests on 80 adult men and women and found that the improvement effect was confirmed in all nine items of hangover survey index (△feelings from hangover △ thirst △ fatigue △ headache △ dizziness and dizziness △ gastrointestinal disorder △ nausea △ heart tremors). In particular, it demonstrated fast and distinct hangover improvement, with a 15.1% decrease in blood alcohol concentration and 21.4% decrease in acetaldehyde concentration after 30 minutes of ingestion. In particular, as the Ministry of Food and Drug Safety mandates the submission of human application test data for hangover-relieving products from January 1, 2025, consumer confidence in EZSmart using raw materials with scientific evidence is expected to rise further.
Dongkuk Pharmaceutical's marketing officer said "Easy Smart Gumi Chu' is a popular item of the MZ generation that attracted consumer response by ranking No. 1 in sales in the hangover cure category just a week after entering Olive Young's online mall in September last year. "We hope that this convenience store will further increase accessibility and establish itself as a good partner for consumers at drinking parties in line with the trend of "Healthy Drinking Culture"
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The oriental raisin power stick was released in a jelly-type stick type to increase portability and convenience, and added a firm texture and chewing fun to reflect the preference of young consumers.
It contains various raw materials such as oriental raisin fruit extract concentrate (540 mg), cycloaline (2.8 mg), lactobacillus sap (1 billion Cell), and taurine (100 mg), and as a result of human application tests, a significant effect on improving hangover symptoms was confirmed from 15 minutes after drinking.
The product package features the police's official mascot 'Fodol & Fosuni'. 'I got you! Hangover!The phrase ' is added to convey familiarity and fun to consumers by witting the message that 'crackdown' after drinking a hangover. Through formal collaboration with the Gangnam Police Station in Seoul, the reliability and publicity of the product have been further strengthened with public relations using Podoli & Fosuni characters. A purchase certification event will also be held to commemorate the launch of the new product. By scanning the QR code inserted into the product, you can participate in various giveaway events.
"It is a simple and delicious hangover cure, characterized by a chewy texture and refreshing taste," said an official from Kwangdong Pharmaceutical Co., Ltd. "We plan to encompass social empathy and brand trust through a collaborative campaign with Podoli & Fosuni." Kwangdong Pharmaceutical is also planning to launch a Safe Drinking Culture Campaign with Podoli & Fosun through digital content linked to its SNS.
|
Since the end of last year, he has been working as a brand model for 'Condition' with NMIXX 'Seawon' to wake up with 'Sparkling!The advertisement, which was produced under the pleasant concept of ', tactfully expressed the charm of 'Condition Zero Sparkling', which contains the unique pungent refreshing taste of carbonic acid, refreshing taste, and hangover relief function at once.
An official from HK Innoen's H&B marketing strategy team said, `We plan to promote condition-free sparkling with various marketing activities such as TV as well as digital and offline targeting the 2039 generation who want a zero-sugar and delicious grapefruit taste that have lowered calorie worries.'
'Condition Zero Sparkling' confirmed the hangover cure effect through a human application test at the Chungbuk National University Hospital's clinical trial center (Professor Park Min-gyu of the Department of Clinical Pharmacology). It contains self-developed composite materials (microbial fermented extract S, yeast extract mixed powder, ground extract powder, and nipafarm concentrated powder), and adds a sense of refreshment by adding red-mong concentrate and sparkling. In addition, alternative sugars were used to reduce sugar intake and calorie burden.
This article was translated by Naver AI translator.
