When it comes to coffee candy, most consumers will immediately think of the “Pocket Coffee” Brand Kopiko. From a small brand in Indonesia, Kopiko has grown strongly, present in more than 100 countries thanks to a thorough market research strategy and unique positioning. They have turned each candy into a convenient cup of coffee, meeting the needs of consumers around the world to enjoy coffee quickly and easily.
Kopiko – The journey from a local Indonesian brand to a global leader in the coffee candy industry.
Kopikoa famous coffee candy brand from Indonesia, launched in 1980. Bringing a unique coffee experience with the perfect combination of pure coffee beans, sugar and vegetable oil, Kopiko has conquered the taste of consumers. Each candy brings a rich coffee flavor, slightly bitter and sweet, awakening all senses and dispelling fatigue.
With the caffeine Content equivalent to a cup of espresso in 4-5 candies Kopiko is the ideal choice for those who need high concentration. Kopiko’s target audience are coffee lovers, especially office workers, students, people who often need to be alert to study and work effectively or long-distance drivers.
Unique coffee flavor has helped Kopiko expand its market to Southeast Asia, Europe and Australia. Currently, Kopiko is present in more than 100 countries around the world and has become the most favorite coffee candy brand. Even billionaire Elon Musk is fascinated by the taste of Kopiko and brought this candy into space to serve astronauts.
Besides product quality Kopiko is also notable for smart marketing strategy focusing on the coffee candy niche, Kopiko quickly established itself as a leader. Product Placement Strategy Strong presence in the Asian market has helped Kopiko effectively reach a large number of potential customers, contributing to the brand’s resounding success.
With its rich coffee flavor and ability to bring instant alertness, along with a smart business strategy, Kopiko has been affirming its position as the world’s leading coffee candy brand.
Pocket Coffee with unique style attracts millions of users
Although it is a candy product, Kopiko has a special position with its designation “Pocket Coffee”.
The brand has capitalized on a very common need in today’s busy lives: feeling sleepy and lacking alertness while working, driving, or in the office. Coffee is often the solution that many people turn to in these situations. However, we don’t always have a cup of coffee nearby, and it’s not always convenient to carry it around.
Understanding this need, Kopiko has cleverly combined the product’s characteristics to turn coffee candies into an alternative to traditional coffee cups. With a convenient design, users can easy to carry by my side and use anytime, anywhere. From there, a unique positioning for Kopiko candy was born – “Pocket Coffee”. Instead of just a regular candy, Kopiko is considered a real coffee, accompanied by the slogan “Real coffee, Anytime, Anywhere”.
A cup of coffee that keeps you awake, now packaged in a few convenient candies from Kopiko. This is the unique feature of the brand that has attracted not only coffee lovers but also those who do not want to drink too much coffee can still experience this product to maintain concentration.
Kopiko’s TVCs across countries consistently follow this positioning. The brand often contrasts the image of drinking a fragile and inconvenient cup of coffee with the ease of putting a Kopiko in your pocket – convenient and available at any time. Kopiko’s ads are simple but clearly convey Pocket Coffee and its message of convenience and alertness.
Not just stopping at the original coffee flavor Kopiko also offers a variety of options with flavors such as Cappuccino, Café Latte, Java and Espresso, satisfying all user preferences.
Product Placement – Marketing strategy helps Kopiko conquer the Southeast Asian market
After the pandemic, Kopiko, the famous coffee candy brand, has “reappeared” on the screen with a strategy Product Placement strong to consolidate and strengthen its influence in the Southeast Asian market. The highlight of this strategy is focus on Korean drama a market that is gaining great influence, not only regionally but also globally.
Kopiko took a different path from its previous campaign by carrying out continuous promotional activities and using powerful and impactful Advertising media in the same short period of time. This strategy helped the brand create a strong impression and attract maximum attention from the audience.
Globally, Kopiko has attracted great attention with its appearances in a series of famous Korean blockbusters such as Vincenzo, Hometown Cha Cha Cha and Taxi Driver 2 in 2021. This has made the brand a hot topic of discussion not only in Korea but also in Southeast Asian countries. Following that success, in 2022, Kopiko continued to sponsor many famous works such as Today’s Webtoon, Adamas and Little Women. Most recently, the presence in “Marry My Husband”the movie that caused a stir in early 2024.
Kopiko has mainly use Product Placement strategy – putting the product directly into the scenes, where actors use the product on screen. This is the most expensive form but brings the most obvious and impressive effect to the audience, when they see the product used directly by the celebrity.
The settings and stories of the characters in the movies are often chosen to match the convenience and sobriety that Kopiko products always want to convey. For example, in the movie Little WomenKopiko appears in office scenes, where employees use the candy to stay awake while working, or as a substitute for coffee in the office canteen, where the product becomes a popular choice for employees’ refreshing needs.
Kopiko’s Product Placement strategy not only targets the popularity of films or actors, but also focuses on ensuring that the products appearing in the shots are consistent with the brand’s message.
The results of this strategy have been very evident in terms of revenue for Kopiko. In the first quarter of 2021, when the movie Vincenzo aired, Kopiko spent about USD $30.000 on movie sponsorship activities, accounting for the majority of the company’s total advertising and promotion budget of nearly 100 million USD. Kopiko’s export revenue in First 6 months of the year reached 340 million USD a sharp increase over the same period in 2020 of 265 million USD, of which revenue from Kopiko products accounted for 30% of Mayora’s total revenue.
The DNVB research team also found that this Product Placement strategy helped increase Kopiko’s Sales by 14.37%, compared to a 9.3% increase in the previous year. These numbers show that Kopiko’s Product Placement strategy has been effective. important contribution in work increase brand influence not only in Southeast Asia but also globally.
Epilogue
In addition to focusing on product taste and market leadership, Kopiko’s unique positioning strategy also relies on exploiting unique insights, which is the key factor that brings success to this coffee candy brand. By implementing a strong, aggressive and smart Product Placement strategy, Kopiko has maintained its prominence in the market over the years. This has helped the brand not only maintain its position but also expand its influence to a wide range of consumers.
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