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Kopiko repositions itself from “wake me up” candy to “coffe-licious”

Kopiko repositions itself from “wake me up” candy to “coffe-licious”

From being functional, it now wants to become a coffee delicacy with endorsers Alia Bhat and Dulquer Salmaan.

Kopiko, the coffee candy from the Indonesian Mayora Group, breaks away from its long-held identity of an alarm bell or wake me up candy courtesy of the coffee. It is now, thanks to endorsers Alia Bhat and Dulquer Salmaan, “Coffee-licious”.

The campaign is conceptualised by the Mumbai based creative boutique agency – cutthecrap and is produced by Dharma 2.0 and directed by Abhishek Varman.

Jagdish Acharya, founder-creative head of the ad agency cutthecrap, says, “The thought behind the campaign is not to treat Kopiko as a candy but as a morsel of delicacy. The creative idea came from the product itself – the two colours of Kopiko. Coffee-licious sums up the new positioning.”

Achyut Kasireddy, Managing Director of Mayora India, said, “Kopiko has real coffee and milk which makes it so delicious that Kopiko fans have started calling it ‘Coffee-licious’. Coffee-licious…

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#AliaBhatt

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