"Consumers Must Create to Succeed" CU Hosts 'DellaFe Mix Challenge'

[Asia Economy Reporter Lim Hye-sun] Convenience store CU announced on the 3rd that it will hold the 'DellaFe Mix Challenge' until the 30th. CU's pouch beverage 'DellaFe' has steadily secured customer recognition by offering various flavors and reasonable prices. This year, it is driving summer beverage sales with packaging designed by emerging artists and 29 different flavors.

The 'DellaFe Mix Challenge' consists of two events: 'Introduce My Own DellaFe Recipe' and 'My One-Pick Recipe.'

The 'Introduce My Own DellaFe Recipe' event invites customers to submit their unique honey combination recipes that are too good to keep to themselves. Participants select a base DellaFe flavor on CU's membership application (app) PocketCU or the official CU website's DellaFe Mix Challenge event page, then freely write about other ingredients and combination ratios.

After internal screening, one grand prize winner will receive a total of 29 boxes, one box of each of the 29 DellaFe flavors. Seven winners of the excellence award and twenty winners of the encouragement award will also receive the best DellaFe flavors ranked highest in popularity.

Additionally, the winning recipes will be introduced as recommended recipes through CU's official SNS and have the opportunity to be commercialized as new DellaFe menu items released in 20201. A voting event to select the best among the creative recipes by product planners (MDs) is also prepared.

For this event, participants vote for the recipe they most want to try among five recommended recipes developed by the DellaFe MD using DellaFe: topping-filled Injeolmi Bingsu, Watermelon SoDellaFe, Haagen-Dazs Affogato, Mango DellaChino, and super simple Sangria. Ten voters per recipe will be randomly selected, and a total of 50 people will receive DellaFe (6 boxes each).

CU is conducting the DellaFe Mix Challenge because the play culture spreading mainly online has expanded into the distribution sector, and the formula 'products become popular when consumers play with them' is proving true. In fact, DellaFe has a high co-purchase rate with products intended to be mixed, such as cup ice, soju, ice cream, and carbonated water. Related search terms on social networking services (SNS) such as 'honey combination,' 'modisumer,' and 'taste-guaranteed combination' appear at high rates, showing that the product is gaining popularity based on consumers' play culture.

This content was produced with the assistance of AI translation services.