SEVENTEEN's CxM Drop MV-Format Campaign Video "For You" for OB Beer's Nütrl Brand

SEVENTEEN unit CxM—S.Coups and Mingyu—dropped a music video called For You on July 27 for OB Beer's Nütrl "Smile Up" campaign.

The video remixes a track from CxM's first mini-album around the Nütrl concept. Nütrl is a Canadian RTD that OB Beer launched domestically at the end of last month: zero-sugar vodka highball with lemon concentrate and vodka at 7% ABV, sold in 473㎖ and 330㎖ cans at major supermarkets and convenience stores.

Offline activation started July 31. The "Smile in the Air" program hit Seongsu and Hongdae with a costumed "Smileman" character doing street performances and product tastings at nearby cafes. On August 15, Nütrl held the "Smile Thru" experiential event near Exit 4 of Seongsu-dong, Seoul—drawing SEVENTEEN fans that day.

Nütrl also opened a pop-up zone at the Emart24 Trendlab Seongsu flagship store. An Emart24 official said the space was "structured around Nütrl Lemon" with a focus on "expanding contact points with consumers visiting the Seongsu area."

A Nütrl brand official said the Smile Up campaign was "planned to propose a moment to smile lightly amid busy and fierce daily life." The brand wants to move beyond tastings through programs "consumers can directly participate" in. Upcoming offline touchpoints include the Cass Cool Festival and Hanwha Eagles Brand Day.