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Since its debut greater than 4 a long time in the past, Dongsuh Meals’ flagship espresso model Maxim has enriched shoppers’ on a regular basis lives by combining manufacturing experience with a dedication to delivering happiness by means of “a very good cup of espresso,” the core worth behind Maxim’s continued success.
According to the rising “feelconomy” development right here, which emphasizes emotional satisfaction and experiential worth over useful advantages, Maxim has broadened its happiness-focused model message to incorporate particular client engagements.
“Maxim has lengthy stood by shoppers, sharing its model message of ‘happiness’ by providing distinctive and pleasant experiences to their each day lives,” the corporate’s official mentioned.
“We stay devoted to persevering with to create particular moments for individuals of all generations to get pleasure from Maxim collectively.”
The not too long ago launched particular package deal, Shade of Maxim, reimagines its signature lineups, Mocha Gold, White Gold and Supreme Gold, providing limited-edition merchandise, akin to towels, slippers, chair covers and cups of their signature colours of yellow, ivory and orange. It permits shoppers to rediscover Maxim in new and joyful methods.
The modern Maxim Cup Sort Indicator (MCTI) assortment additionally resonates strongly with youthful shoppers, with 4 distinct cup varieties based mostly on particular person ingesting habits: “good” who by no means crumples disposable cups, “breaker” who crumples the cup after ingesting, “opener” who gently pulls the cup’s rim shut earlier than sipping and “anxious” who bites on the cup. This marketing campaign encourages shoppers to share and have a good time their distinctive espresso experiences, additional amplifying Maxim’s colourful model message.
The image exhibits 4 various kinds of cups for the Maxim Cup Sort Indicator marketing campaign. Courtesy of Dongsuh Meals
Maxim has additionally collaborated with well-liked characters akin to Kakao Mates, Minions and Zanmang Crazy, releasing limited-edition packages that add freshness to the model.
Dongsuh Meals has continued to open pop-up shops for individuals to expertise the Maxim model firsthand. This 12 months, it opened Maxim Home within the historic metropolis of Gyeongju, North Gyeongsang Province, mixing the nice and cozy hospitality of a standard hanok with the model’s comforting spirit.
The pop-up occasion supplied particular drinks based mostly on the model’s merchandise, akin to Mocha Gold Cinnamon Latte and White Gold Mugwort Latte, coffee-themed video games and even mini espresso grinding experiences for friends. Over 69,000 guests attended through the month-long occasion.
In 2024, the model remodeled a complete alley in Gunsan into Maxim Alley, welcoming greater than 120,000 attendees in only a month. The occasion partnered with 5 native outlets and featured immersive areas the place guests may pattern the model’s merchandise from prompt mixes to ready-to-drink varieties.
This initiative even received an accolade within the out-of-home video advert class on the Korea Promoting Affiliation’s annual commercial awards earlier this 12 months.
Since 2015, Dongsuh Meals has operated a collection of Mocha Gold pop-up cafes throughout main cities, together with Busan, Jeonju, Gunsan and Gyeongju. From Mocha Dabang (a retro-style cafe) in Jeju and Mocha Bookstore in Seoul’s Seongsu-dong to Mocha Photograph Studio in Busan and Mocha Submit Workplace in Jeonju, the model has constantly engaged youthful shoppers and low lovers nationwide. Altogether, these pop-up occasions attracted greater than 550,000 guests.
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