Introducing NÜTRL
to South Korea with a Smile Üp

Introducing NÜTRL to South Korea called for a completely tailored entry point: ‘Smile Üp’, a fresh brand platform built around a redesigned can and a bright, effervescent visual identity with the NÜTRL smile at its core.

We launched at the intersection of product, celebrity, and culture—teaming up with SEVENTEEN’s S.Coups and Mingyu and dropping an original music video, "For Ü", to instantly translate NÜTRL’s refreshing personality into a cultural moment.