Course Project
Cerita Mantan
Kopi Kenangan means "coffee of memories." We propose it as the partner for moving on after a breakup.
The Insight
- The idea started from the hero product, Kopi Kenangan Mantan. "Mantan" means ex, and "kenangan" means memories. The breakup story was already in the name.
- A breakup is not a small thing. Research links it to depression, anxiety, poor sleep, and trouble getting through the day.
- Coffee is already part of daily life. 79% of Indonesians drink coffee (Snapcart, 2023).
Challenges
- Keep Kopi Kenangan Mantan, the brand's most popular drink, selling strong. The target was 10,000 more cups.
- Turn a product name about an ex into real support, not a sad joke.
- Talk about heartbreak without making light of mental health.
- Reach young people who share their feelings online, without sounding like another "move on" quote.
Strategies
- Built the campaign around one big idea, Cerita Mantan, with the tagline "Spill for Heal." The message: Kopi Kenangan is a place for anyone in their move-on phase.
- Proposed free 20-minute sessions with psychologists at a three-day mall event, so the care is real, not just a slogan.
- Planned spaces to share the feeling together: an Emotional Booth (a soundproof room to scream it out, with free coffee as a reward), a heartbreak art exhibition with local artists, and relationship talkshows.
- Planned a "Cerita Mantan" stand-up special with Raditya Dika, followed by an open session with the audience. Humor makes a heavy topic easier to talk about.
- Designed the #CeritakanMantanmu UGC campaign and a limited merch line with Sumber Sambat to carry the story online.
