Caffeine fixation: McCafe aspires to the cafe culture

McCafe Hong Kong's new campaign wants consumers to know that its brew is not inferior.

McCafe Hong Kong's new campaign wants consumers to know that its brew is not inferior.

At HK$14 a cup, a long black at a McCafe is less than half the price of what coffee drinkers have to pay at a regular coffee chain. Yet value proposition isn't really the motivation for consumers who like to spend their time and money at places like Starbucks because to many of them, the same brew can be a different product if it is not served with an Instagrammable foam.

McCafe's...

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