I’m not a calcium pill!
“We didn’t have any PPL (product placement), but thanks to Secret Garden and Oska’s popularity, our calcium pill ‘Oscal 500D’ rose in popularity. With the name continuously mentioned throughout the drama, our brand awareness and sales increased… we really have to thank the (similarity of the) name.”
~ Handok Pharmaceuticals Team Leader Ji Won Ho
Source:article by Maeil Economy Star Today reporter Ji Hyang Hee
Yes, the sparkling training suit has taken the sportswear industry by storm. ‘Alice in Wonderland’ and ‘Why is Half the World Starving?” are suddenly best-selling books. It’s OST has sold over 30,000 copies, while 2 billion won of music profits have been raked in, especially from ‘That Man’. Another 20 billion won has already been generated from products associated with the drama, including its calendar, comics, smartphone apps too (one Android preview app cost 500 won per episode).
But the miracle that proves the stellar economic success of Secret Garden is this product that didn’t even have to pay a single advertising dollar:
Calcium supplement pill brand ‘Oscal’
How did the ‘advertising’ begin? Most effectively, there were scenes when Yoon Sang Hyun mispronounced the name ‘Oska’ in the drama, which caught the interest of viewers. Netizens asked, “What on earth is Oscal?”
In an Oska’s brain diagram created by one netizen, Oska says, “Even if you call me Oscal, I can forgive you”, which brought much laughter.
In Episode 4 of Secret Garden, Oska had gone to Jejudo and confronted Ssun,
“In this world, do you know what I can’t stand most? People who don’t know me? That, I can understand.
Those who know me but still call me, ‘Oscal?’ That.. is also forgivable.
But! Those who know me, what’s more, try to find out about me, and then look down on me, that’s beyond my tolerance!”
Earlier in the episode, during the selection of winners for ‘A Romantic Getaway with Oska’, Secretary Kim asked the second winner, an old grandpa, “By any chance, do you know Oska?”
The dear grandpa replied, “The calcium pill?”
Image thanks to 디오사님
In Episode 19, Oska says, “To sort things out, let’s start from nicknames.”
Ssun immediately replied, “Oscal~”
That stirred the curiosity of viewers again.
However, Oscal distributor Handok Pharmaceuticals did not place a PPL (product placement) in the drama. They just rode on the popularity wave of the drama, achieving huge brand awareness.
Handok Pharmeuticals Team Leader Ji Won Ho said, “We didn’t have any PPL, but thanks to Secret Garden and Oska’s popularity, our calcium pill ‘Oscal 500D’ rose in popularity. With the name continuously mentioned throughout the drama, our brand awareness and sales increased… we really have to thank the (similarity of the) name.”
Which reminds me, Piperlime should have a collaboration with Ha Ji Won too… *lol*