Cannes Lions
LEO BURNETT KOREA, Seoul / MCDONALD'S / 2009
Overview
Entries
Credits
Description
In Korea, consumers gladly pay $5US to proudly carry a simple cup of coffee. This behavior is rooted in the perception that a higher price means better quality. This has helped Korea become Starbuck’s sixth largest market worldwide.To successfully launch the McCafe Coffee Brand, we had to focus on transforming people’s perceptions and change their coffee buying behavior. We had to convince people that they no longer have to pay a premium to drink premium coffee.
Similar Campaigns
12 items