Ahead of their comeback, the group NOWZ is drawing attention for their fresh and unconventional marketing that breaks the mold of traditional idol promotions. Connecting teaser images, videos, and a fan-engaging website under a single concept, the quirky campaign has sparked reactions such as, "I've never seen anything like this before," and "It's the marketing that suits NOWZ best."
Cube Entertainment released a Z-film teaser poster on July 21, followed by the main Z-film video on July 22, kicking off their August comeback promotions in earnest. The core of this content is "salad." Hyunbin, Yoon, Yeonwoo, Jinhyuk, and Siyoon transformed into salad ingredients including lettuce, cucumber, tomato, avocado, and chicken breast, respectively. Rather than simply wearing costumes, they playfully acted out characters that brought out the traits of each ingredient, drawing laughter.
The video shows the members chatting after receiving a salad order through a delivery application, saying, "We've been pretty popular lately. We always felt like an appetizer, but now we're practically the main dish." When sriracha sauce is added as a special request, the members transform into sparkly disco outfits and party, heightening anticipation for their new song.
The promotion didn't stop there. NOWZ also opened a website named Day&Salad, reminiscent of an actual delivery app. Fans could experience the content by directly selecting and ordering each member's salad through a delivery app interface, enhancing immersion.
The previously released teaser posters also stood out for their attention to detail. The members sported styling tailored to their respective ingredient concepts, complete with nutrition facts labels and witty precautions such as "Looks cold, but can melt instantly with a single compliment," perfecting a B-grade retro sensibility. Phrases like "Delivery in Progress…" and "FRESH!" were added to create an atmosphere resembling an actual grocery advertisement.
Fans' reactions are enthusiastic as well. Favorable reviews are pouring in, such as "This is the first time I've seen salad marketing in an idol teaser," "I didn't expect them to even make a delivery app," "It's even more fun because the concept carries through to the end," and "It fits NOWZ's uniquely refreshing and vibrant image so well."
In particular, this promotion is praised for naturally building anticipation for their comeback by connecting beyond simple concept photo releases into a single worldview encompassing videos, a website, and fan-engaging content.
NOWZ, having previously announced their activities for August, is kicking off their full-scale comeback promotions starting with the Z-film teaser poster.
(Reported by Kang Kyung-yoon | SBS Entertainment News)
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