Seven Eleven-Green Egg F&B, Joint Winners of the '2020 Marketing Innovation Award'

Dessert soft ice cream 'Kong Cafe Coconut Soft'.

[Asia Economy Reporter Seungjin Lee] Convenience store Seven Eleven's differentiated dessert soft ice cream "Kong Cafe Coconut Soft," launched in collaboration with Green Egg F&B last May, has been selected as this year's "Marketing Innovation Award."

Seven Eleven and Green Egg F&B Co., Ltd. announced on the 15th that they jointly received the "Marketing Innovation Award" at the "2020 Fall Integrated Academic Conference" hosted by the Korea Marketing Management Association.

This event, co-hosted by the Korea Marketing Management Association and the Korea Strategic Marketing Association, was held under the theme "The Meeting of the 4th Industrial Revolution and Marketing," featuring academic paper presentations and an awards ceremony on the 14th recognizing the best brands and products of the year in various categories.

The "Marketing Innovation Award" is given to brands that have demonstrated creative and progressive marketing achievements throughout the year, selected through evaluations by professors and industry experts affiliated with the association.

Seven Eleven earned this honor by collaborating with Green Egg F&B, the domestic operator of the Vietnamese coffee brand "Kong Cafe," to develop innovative products using a famous overseas brand and contributing to outstanding value creation in marketing.

Seven Eleven's "Kong Cafe Coconut Soft" is a product inspired by the Vietnamese Kong Cafe's signature menu, "Coconut Smoothie Coffee," realized as a soft ice cream dessert of the affogato type, topped with Vietnamese-style Americano "Vinacano" liquid.

After its debut in 200 stores last May, "Kong Cafe Coconut Soft" has expanded to about 650 outlets. Its sales in October increased by 55.7% compared to June, the initial launch period, maintaining steady popularity.

Meanwhile, the Korea Marketing Management Association was established in 1991 to contribute to academic research and practical development in the marketing field. It conducts various activities to lead domestic marketing advancement, including publishing the journal Marketing Management Research, hosting academic conferences, and organizing marketing award ceremonies.

Park Jeong-hoo, head of Seven Eleven's product division, said, "Kong Cafe Coconut Soft is a unique dessert product that allows customers to enjoy the distinctive taste of a popular overseas brand at a nearby convenience store at a reasonable price." He added, "We will continue to discover products with competitive and excellent quality."

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