Results and Effectiveness

Result People began using Paris Baguette cakes as a means to communicate personalized messages in the form of "cake letters." Soon people were voluntarily uploading photos of their "cake letters" onto their SNS. This simple idea which attempted to re-instill the true original meaning of cakes resulted in a 30% increase in sales and a 200% spike in brand preference. Perhaps in the near future the morning greeting in Korea will change to "Have you had your cake today?"

Creative Execution

Solution Let's empty our cakes! Let consumers decorate their own cakes, so that cakes can convey people's individual thoughts in a specialized, unique and fun way! Lets make cake into an "individualized personal media!" Key Idea In order to increase awareness of our individual personalized cake media we created a series of viral films for[The Sweetest Letter] campaign.

Insights, Strategy and the Idea

Background There is a country whose morning greeting is "Have you had your rice today?" That country is none other than Korea." For a country whose staple food is rice, cake is more than just another everyday dessert. Cake possesses a deeper, more exclusive meaning. It is used as a means to express one's special message on a special day. Problem Recently due to excessive competition in the cake industry, cake brands have focused only on creating new fancy and showy designs. With the overflow of ostentatious designs, cakes have lost their original true meaning. How can we re-instill the original core meaning of cakes?