To launch NÜTRL in South Korea, AB InBev needed to stand out in a crowded RTD market with overwhelming claims and choices. So instead of simply introducing another new drink, we built NÜTRL a brand-new brand platform of ‘Smile Üp’, a refreshed can design and its own distinctive brand world: light, effervescent and playful, with the NÜTRL smile at its heart.

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The launch brought together product, celebrity and culture. We made NÜTRL and its refreshing proposition instantly clear, brought the brand’s personality to life with SEVENTEEN’s S.Coups and Mingyu, and created “For Ü”, an original music video filled with local cultural cues that instantly connected NÜTRL with the fandom.

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