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Kanu
The smallest cafe in the world

RAN IN: South Korea

CLIENT
Dongsuh Food

Jung-heon Baik - Product Manager
Sangin Choi - Product Manager

AGENCY
Cheil Worldwide *Lead Agency

Minsun Kwon - Copywriter
Yeongkuk Kwon - Art Director
Joohong Min - Account Executive
Sang-sin Park - Account Executive
Yongmin Seo - Creative Director
Chansub Shin - Account Director
Young-rye Yim - Promotion Manager
Jeongkeun Yoo - Chief Creative Officer


SUMMARY

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 caf_. The communication concept for Kanu was characterized as portable brewed coffee, or the smallest caf_ in the world.

CASE STUDY

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CASE VIDEO


Type: Business to Consumer

Language: English