The Smallest Café in the World
Category: New Product or Service
Client: Dongsuh Food
Brand: Kanu
Agency: Cheil Worldwide Seoul
Dongsuh Food developed Kanu, a new product based on the concept of ground coffee that is instantly soluble in hot water. Different from existing instant coffee products, however equal in quality and taste to fresh-brewed coffee served at coffeehouses. To this end, we decided that Kanu would embody the entire coffeehouse experience, defining the new product not as a new type of instant coffee but a café. The communication concept for Kanu was characterized as portable brewed coffee, or “the smallest café in the world.”
Hear what Ryuji Mitsuishi, Digital Business and Strategy Director, Beacon / Leo Burnett Tokyo has to say about this campaign.
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