On February 27th, Woongjin Coway revealed that they selected SNSD as their exclusive models and recently contracted with the group for their water purifiers. Their contract will begin on March 1st and last through the year, while TV advertisements will begin running in mid-March. With the water purification market expanding, Woongjin Coway believed that SNSD would be the perfect model in expanding the consumer base of their company, especially since the group is much loved by all age groups. One representative stated, "In the past, our models included Kim Jung Eun, Song Hye Gyo, Lee Young Ae, and others. With the market expanding, we decided that SNSD would be a good fit since they're popular with a variety of age groups." They continued, "Since Woongjin is #1 in the industry, our promotion plan is one that can only be done by a company of such stature. By creatively using the unique charms of each of the nine members, we'll be releasing advertisements that show how our water purifiers are set apart from the rest." Source: Star News via Naver