Halls Taps Actress Roh Jeong-eui as New Model, Launches 'Halls Zero Sugar Mint' Targeting Young Consumers
Mondelēz Korea has announced actress Roh Jeong-eui as the new face of their candy brand 'Halls' and launched a new product, 'Halls Zero Sugar Mint,' aiming to capture the young consumer market. Roh Jeong-eui recently starred in the tvN drama 'I'll Give You the Universe,' where she shared a romantic storyline with actor Bae In-hyuk.

With over 100 years of history, Halls is looking to refresh its brand image with this new product launch, specifically targeting female consumers aged 18 to 24 with a new communication strategy.

Halls Taps Actress Roh Jeong-eui as New Model, Launches 'Halls Zero Sugar Mint' Targeting Young Consumers
The 'Halls Zero Sugar Mint' offers a refreshing minty taste without sugar, designed for a clean and enjoyable experience. The brand's message centers around the concept of 'finding your own breath quietly and coolly in a noisy world,' appealing to the younger generation seeking their own pace in a busy life.

Roh Jeong-eui, the newly appointed model, is gaining attention from the MZ generation through her various works and activities. Her sophisticated and trendy image aligns well with the 'cool and relaxed image' that Halls aims to convey. The brand believes that Roh's stylish and urban vibe complements their message effectively.

Roh's natural and refined style resonates with the lifestyle pursued by young consumers, making her an ideal ambassador to communicate the brand's message more effectively. Mondelēz Korea plans to strengthen the brand's sophisticated image and expand its reach among young consumers through this new model appointment.

Hwang Jong-chul, CEO of Mondelēz Korea, stated, "We believe Roh Jeong-eui's sophisticated and aspirational image aligns well with the brand direction Halls is pursuing. We hope her positive energy and stylish aura will naturally resonate with consumers."

Mondelēz Korea exclusively imports and distributes various popular global brands from Mondelēz International in Korea, including Halls, Milka, Toblerone, Philadelphia Cream Cheese, and AFC. The company plans to continue enhancing its brand competitiveness through products and marketing strategies that align with changing consumer lifestyles.

Lee So-jung, Ten Asia Reporter forusojung@tenasia.co.kr
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