Maeil Dairy is reportedly seeking to revamp the image of its Caffe Latte instant canned coffee brand. SS Chong, vice president and chief talent officer of Diamond Ogilvy Group, explained that the new campaign take a light approach, repositioning Caffe Latte as “an intimate drink brand in daily life”, based on the premise that canned coffee appeals to young consumers in a sentimental mood.
Caffe Latte is a popular coffee brand in Korea, Japan and Taiwan.
