Paris Baguette Advertisement, A Very Ordinary Day Cake

Hello, this is Korea advertising.

1. Advertisement concept: “A special choice for a very ordinary day”

As the title suggests, the advertisement features people living a ‘very ordinary day’ as its main characters. Here, ‘ordinary day’ contains the message of living a valuable life without any special events, and the meaning is visually revealed through the new dessert line called ‘Blue Label’.

In the advertisement, Gil Jeong-ye appears in a comfortable and simple outfit and expression, and looks like an ordinary office worker or friend around us. This induces empathy from the viewer and symbolizes that Blue Label cake can naturally become a small ‘joy’ in everyday life.

The product called ‘Low-sugar Greek Yogurt Cake’ satisfies the needs of consumers who want healthy desserts while making the moment of eating it special. The advertisement gently conveys the characteristics and emotions of this product through emotional music and visual beauty.

2. Product-centered storytelling: ‘The meaning of Blue Label’

The name ‘Blue Label’ has a symbolism that goes beyond a simple color. The color blue signifies calmness, trust, health, and purity, and this is exquisitely connected to the healthy image of Greek yogurt cake. In the advertisement, this label creates the perception that it is a ‘chosen cake’, different from ordinary cakes.

It is also impressive that the functional message of ‘low sugar’ is not overtly revealed, but rather handled in a sensual way. There is a common prejudice that health products are ‘tasteless’, but the advertisement naturally convinces that it is a cake that has both taste and health through the texture that looks moist and soft visually and Gil Jeong-ye’s satisfied expression.

The product copy, “Pava did it again”, strengthens trust in the brand and makes consumers anticipate, “What kind of new product will it be this time?”

3. The casting effect of model Gil Jeong-ye

Gil Jeong-ye is an actress who is emerging as an ‘emotional icon’ among the MZ generation, and has shown her sincere charm in various video content. In this advertisement, she appears in a ‘look close to everyday life’, and her sincerity naturally blends with the brand message.

In particular, the natural acting and expression of enjoying the cake, rather than the overly decorated advertising tone, makes you think, “I could also heal myself with a piece of cake in my daily life.” This is a key point of emotional marketing, and through the character of Gil Jeong-ye, the Blue Label cake becomes an ‘emotional experience’ rather than a simple food.

4. Harmony of visual beauty and music: The essence of emotional production

The visual production of the advertisement is very sophisticated yet warm. The blue-toned natural light, wood-toned background, simple costumes, and simple table setting perfectly match the brand image of the product.

The background music is also not excessive, and emphasizes the preciousness of the moment of eating the cake with a gentle melody. This increases the viewer’s immersion and makes the advertisement feel like a short movie. The space in the music makes Gil Jeong-ye’s narration and expression stand out even more, and calmly conveys the beauty of “this moment.”

5. Balance between emotional marketing and functional products

The theme of ‘healthy dessert’ requires a balance between functionality and emotion, and this advertisement delicately balances the two. The keywords ‘low sugar’ and ‘Greek yogurt’ reveal the product’s differentiation, but rather than emphasizing it, it focuses on the experience.

In other words, instead of saying, “This cake is good for your health,” it appeals to emotions by saying, “This cake makes your day precious.” This is a strategy that connects functional characteristics with brand emotion, and is consistent with Paris Baguette’s branding strategy targeting the high-end dessert market.

6. Consumer response and brand image enhancement

After the advertisement was released, reviews of the ‘Blue Label’ product and positive responses to Gil Jeong-ye’s video quickly spread on social media. Responses such as “It’s really delicious,” “You have to buy this,” and “Pava really made a healthy cake” are proof that the advertisement accurately captured consumers’ expectations and emotions.

This advertisement also played a decisive role in elevating the existing image of Paris Baguette to a ‘luxurious dessert brand.’ In the highly competitive dessert market, this can be seen as a successful case that goes beyond simple product advertising to encompass brand philosophy and consumer emotions.