Café Amazon Partners with BUS to Launch "BE CUP OF YOU, I SHINE" Campaign, Targeting Gen Z
Marketing Oops
Key summary
Café Amazon has launched the "BE CUP OF YOU, I SHINE" campaign, featuring the 12-member T-POP boy band BUS as brand ambassadors to connect with Gen Z consumers. The campaign links the personalities of all 12 members with 12 popular menu items, divided into three main character groups: confident individuals (Alan Hart, Khunphol, Next), paired with black coffee, coconut latte, fresh cafe latte, and cappuccino; fun-loving individuals (Pheemwisu, Jangtheer, Phutatchai, Jinwook), paired with strawberry cheesecake, mixed berry yogurt smoothie, orange coffee, and honey lemon black coffee; and gentle individuals (AA, Thai, Copper, Mark Chris), paired with dark chocolate, coffee marble, caramel macchiato, and mocha. Each member has their hairstyle and PR look styled to match their character and the selected beverage. This campaign is part of Café Amazon's strategy to continuously reach out to the youth demographic, following the launch of the Baby ZonZon mascot and previous trials of coffee blended with soy sauce.
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Source report
Marketing Oops
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