Kopi Kenangan

Brief, Kopi Kenangan is a fast-growing local coffee brand with a grab-and-go concept, loved by young urban Indonesians. Its signature drink, Kopi Susu Kenangan Mantan, is known for its emotionally resonant name that blends humor and nostalgia. As competition from both independent coffee shops and international chains intensifies, Kopi Kenangan aims to reinforce its emotional relevance among Gen Z, a generation known for being expressive, social media-savvy, and often labeled as job hoppers due to their pursuit of flexibility, growth, and well-being.

Idea, In Indonesia, it’s common for resigning employees to treat their coworkers with donuts, but no beverage brand has ever been tied to this farewell tradition. Our campaign aims to change that by positioning Kopi Susu Kenangan Mantan as the go-to drink for farewell moments, turning last days at work into something meaningful and worth celebrating. We turned the bittersweet act of leaving a job into a moment of celebration and connection. The campaign invited Gen Z to embrace change with a smile, because moving on doesn’t have to be awkward; it can be as sweet as your favorite coffee.

Out Of Home

Sticky Sweet Note

Online Activation