아이돌 그룹 티아라 출신 배우 효민이 부루구루(대표 박상재)와 협업해 신제품 효민사와를 전국 출시했다. 효민사와는 일본에서 즐겨 마시는 레몬사와(Lemon Sour의 일본식 발음)를 500ml 캔에 담은 제품이다. 대개 희석식 소주에 레몬즙과 탄산수를 섞어서 마시는 술로 알려져 있다.
평소 일식에 대한 애정이 크고 주류에 대한 조예가 깊은 효민은 일식 조리 자격증까지 취득한 수준의 실력을 바탕으로 평소 즐겨 마시는 레몬사와를 Ready To Drink(소비자가 포장만 개봉하면 바로 마실 수 있는 즉석 음료 형태) 형태의 캔으로 만들었다. 일본식 레몬사와와 다르게 까나두 시럽(까나두 사탕수수 시럽)을 이용해 특유의 감칠맛과 밸런스를 잡았다.
효민은 단순한 컬래버 형태를 넘어 이번 효민사와 프로젝트에 직접 참여했다. 제품의 알코올 도수 역시 효민의 생일인 5월 30일과 맞춰서 5.30%로 정했다. 당도와 산도 등 제품 레시피 개발의 전 과정도 직접 리드하며 수백 회에 걸친 샘플링 끝에 최종 제품을 완성했다. 또 디자인 작업에도 직접 참여한 것으로 알려졌는데, 특유의 레트로 감성을 살려 키치한 느낌을 직접 그려낸 것이라고 밝혔다.
홍보 전략 역시 효민이 직접 키를 잡았다. CF 촬영 콘셉트를 잡는 것부터 헤메스(헤어, 메이크업, 스타일링)까지 참여했다. 지난 11월 30일 사전 론칭 행사 때도 직접 게스트를 초대하고 행사 진행까지 기획했다.
효민은 “평소 즐겨 마시는 레몬사와를 더 편하게 마실 방법을 생각하다가 만들게 됐다”며 “직접 제품명에 이름을 걸고 만든 제품인지라 더욱 애착이 크다”고 소회를 밝혔다. 효민사와는 전국 CU, GS25, 이마트24 등에서 판매하고 있으며, 향후 대형마트 및 주요 주류 판매처들에서도 순차적으로 유통할 계획이다.
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