Client’s Challenge
- Low brand and product awareness within the domestic market despite long brand history
- Domestic & tumbler market saturation and number of rival companies such as Lock & Lock, Glasslock/Samkwang, Corkcicle, Stanley
- Need for brand differentiation due to an increase in the number of products with similar design and low cost products
- Need for issue diversification due to Fall/Winter seasonal issue focus based on ‘heat-retaining’ perception
- Consumer’s lack of understanding in the need for tumbler
M&K’s Strategy
- Aim for brand and product awareness improvement through brand PR such as CEO and executive interviews
- Expand the range of target media by building positive relationship with main dailies and Economics journalists
- Brand and product awareness improvement by continuously developing creative contents and making use of primary momentums
Client’s Success
- Successful online and offline publish accomplished through pitching main dailies and Economics magazines
- Increase in average publication of feature and coverage
- Improvement in overall brand and product awareness through increase in PR activities: From low awareness as tumbler and vacuum flask brand to Kids Food Container, Heat-retaining lunch box and Kids products brand
- Expand in magazine exposure range: From the original main target, Fashion, Living, Housewives magazine to Men’s magazine and Food/Drink Magazines