Lotte Chilsung Beverage, 'Hot Six' Package Renewal After 3 Years: "Strengthening Brand Identity"

*This content was translated by AI.

Lotte Chilsung Beverage announced on the 1st that it has completely renewed the package design of 'Hot Six'.

According to Lotte Chilsung Beverage, this renewal, conducted for the first time since 2023, was planned to strengthen Hot Six's unique heritage while more intuitively conveying the brand's intense energy and spirit of challenge.

The newly applied design focuses on reinterpreting Hot Six's brand heritage in a modern way. Instead of the existing phoenix image, the wings of a soaring phoenix are expressed with curved graphics, and the blue color, symbolizing the hottest blazing flame, has been applied prominently. The product name is placed in the center to enhance visibility, further strengthening the intense presence as an energy brand and reinforcing brand identity.

Along with the unveiling of the new design, Lotte Chilsung Beverage will launch a brand campaign with the key message "Ignite the hottest flame." From June 29 to July 28, approximately one month, the company plans to operate outdoor advertisements in major Seoul areas such as Seongsu and Gangnam to expand touchpoints with consumers.

Additionally, to commemorate the design renewal, a scratch-and-win giveaway event will be held through 'Chilsung Mall', Lotte Chilsung Beverage's online direct mall, during the same period. Customers who participate in the event will receive a mobile gift certificate or a dedicated discount coupon that can be used immediately at the company's online mall.

The newly launched 'Hot Six' products will be available at 'Chilsung Mall' and other online shopping malls, as well as at major department stores and convenience stores nationwide.

A representative of Lotte Chilsung Beverage stated, "This renewal was planned to maintain Hot Six's unique identity while conveying a trendy and intense image." He added, "Going forward, we plan to further solidify our position as Korea's leading energy drink brand by providing a differentiated brand experience unique to Hot Six through various marketing activities."

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*This content was translated by AI.