T.O.P of mind presence

We helped Dong Suh Foods redefine Korea’s canned coffee market

 

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T.O.P

Cheap, mass-produced products have long dominated the canned coffee business in Korea; but due to the recent trend in healthy food consumption, the demand for premium canned coffee has risen among consumers.

Consequently, Dong Suh Foods asked Interbrand to develop a brand name that would help the food company successfully launch its new canned coffee and create top-of-mind awareness in the marketplace.

Interbrand responded with “T.O.P.” An abbreviation for “Tastes Original and Premium,” the moniker highlights the canned coffee’s most notable and differentiating value—its authentic taste and premium quality— elevating the product’s standing in an inundated market and inviting consumers to enjoy a more satisfying, memorable coffee experience.