Hey, USA! Meet Soonhari.

Oh, soju? It’s only the most popular spirit in the world. Americans are still learning about the classic Korean spirit, which is why we jumped at the chance to help bring Soonhari Soju — already widely beloved in Korea — to a young, LDA audience at home.

An amazing team has worked tirelessly to help Americans love The Original Flavored soju as much as we do. Led by a creative direction team of Sara Klarfeld, Sara Hunt, and myself with the skills (and Gen Z know-how) of copywriter Delaney Ehrhardt, art directors Jasmyne Tyler, Marissa Glantz and Nadia Lynch, and social strategist Arlee Phifer.

On Social: Speaking the Gen Z Language

We’ve had a ball on social, from toeing the line between branded content and memes to launching the brand’s Tik Tok account.

Out of Home in College Markets

The team brainstormed and created a series of OOH placements in college markets, spreading the word of Soonhari on billboards, mobile trucks, and murals.

Partnerships & Sponsorships

From selecting and managing influencer partnerships to our status as the Official Soju of LA Galaxy, our team has worked hard to keep Soonhari in the conversation—educating, entertaining, and interacting with fans along the way.

Words.

Sweeps (That fans actually want to win)

From chances to win tickets to partner music festivals to seasonal kits we brainstormed and created just for fans, social followers and email subscribers are eager to enter Soonhari sweepstakes.

Delighting with Web

We transformed soonhariusa.com into a flavor packed invitation to explore the world of soju.

Launching New Flavors

We concepted and launched a WTF (“What’s the Flavor”) campaign, complete with a bespoke influencer box, for creators to raise hype around the creation of our two newest flavors. I’ll let you in on a little secret…the flavors are Lychee and Plum.