Brief Explanation

In Korea, consumers gladly pay $5 US for a simple cup of coffee. This buying behavior is driven by peer pressure and the perception that a higher price means better quality. This has led to Korea becoming Starbucks’ sixth largest market worldwide. We needed to change this purchase behavior, so we used real people in real test situations to get consumers to rethink their coffee buying habits. We filmed real people in real test situations to show how strongly peer-pressure affects people’s decisions. We asked consumers to rethink their coffee purchase habits and “Make the Smart Choice.