Gloria Jean's Coffees: Winning Yangon's Young Coffee Crowd

Gloria Jean's is one of the largest international coffee franchises, but Myanmar is a tea country. The young Yangon audience it wanted had not grown up with a strong coffee culture and, in many cases, had never heard of the brand.

The cafes needed to become part of how young people spend their evenings, and social media had to bring them through the door.

Ruder Finn Era positioned Gloria Jean's within young people's going out and dating culture in Yangon, with creative visuals and copy that made the cafe a place to meet rather than a place to buy coffee.

Eye-catching, locally oriented bilingual content caught attention in the feed and helped increase footfall to the shops. Content was produced in both Myanmar language and English to match how the target audience actually communicates online, and the page's direct marketing role meant every enquiry about a shop, menu or event was answered.