JAKARTA - In the midst of modern people's lifestyles, a cup of coffee no longer serves only as a sleep aid. For many people, coffee has become part of the routine, a medium for socializing, to friends in various phases of life.
From accompanying work activities, traveling, gathering with family, to celebrating achievements, everyone often has a different story behind their coffee choices.
This phenomenon is also seen from the increasingly developed coffee culture in Indonesia. The presence of coffee shop networks in various cities, including tier 2 and tier 3 cities. This makes the experience of enjoying coffee more easily accessible to various circles.
It's no wonder that a coffee brand can have an emotional closeness with its customers, because the relationship is built not only through the product, but also through the experience they feel.
Fore Coffee is one example of how a brand seeks to build this relationship through the "Every Fore Has a Story" campaign. This campaign introduces four Brand Ambassadors, namely Sheila Dara, Afgan, Baskara Mahendra, and Syifa Hadju.
Interestingly, the four public figures were chosen because they had been customers of Fore Coffee for a long time, so that the experience they shared came from the habits they had already lived.
This approach shows that in the world of lifestyle, authenticity is one of the factors that is increasingly valued. Consumers tend to be more easily connected with a figure who actually has experience using a product rather than just being a promotional face.
In addition, the development of the coffee industry also shows that people's preferences are increasingly diverse. Not only milk coffee, various taste innovations such as fruit blends, honey, or other typical tastes are choices that enrich the experience of enjoying coffee. The variety of menus allows everyone to find a drink that suits their tastes and needs.
Fore Coffee Chief Marketing Officer, Matthew Ardian explained that the growth of a brand is not only measured by the number of outlets, but also by the closeness built with customers.
"This success is measured by the growth of Brand Awareness which increases every year, followed by organic WOM (word-of-mouth) as a real asset of the company. The initiative to appoint Brand Ambassadors is a strategy that grows naturally from the brand, because they are part of millions of loyal Fore Coffee customers," said Matthew, quoted from an official statement from Fore Coffee.
Everyone's personal experience of coffee can be very different. For some people, coffee is the start of a new, enjoyable habit. Sheila Dara, for example, tells how she started to get to know coffee through one of the menus that suits her preferences.
"Fore became my gateway to start enjoying coffee. It started with curiosity, then evolved into an experience that felt warm and familiar, like coming home," said Matthew.
Meanwhile, for a musician, a cup of coffee is often part of the preparation before performing on stage. This simple routine can help build enthusiasm and become a moment of togetherness with the team.
"Fore Coffee plays a role as a mood booster for me and the team so that we are more enthusiastic to perform," added Afgan.
On the other hand, high mobility also makes many people seek comfort through familiar things. Consistency of taste and ease of finding outlets are one of the reasons why a coffee brand can be the choice when traveling.
"Wherever I go, Fore Coffee is always there. If I'm traveling, at the airport, all I'm looking for is Fore Coffee. Until the destination city, Fore again. Because Fore Coffee is everywhere, it always feels consistent wherever you are," said Baskara.
Not only to accompany individual activities, coffee is also often present in moments of togetherness with family and closest people. This simple drink often complements conversations and creates a warmer atmosphere. Syifa Hadju describes this experience through her story.
"Fore Coffee is a travel companion on my happy day with my closest family who make everything feel warm and meaningful," added Syifa Hadju.
Seeing these various stories, coffee can be understood as part of a lifestyle that has emotional value. Everyone builds a different relationship with their favorite drink, whether as a working companion, an enabler before activities, a travel companion, or a symbol of togetherness.
Matthew Ardian also emphasized that listening to customers is one way to understand these needs.
"We believe that every Fore has a story. Therefore, we always listen to feedback from our customers and community. One example is Starrycano, an Americano menu with a touch of star fruit that has become a favorite of many people. After receiving a lot of feedback." said Matthew.
The culture of coffee is no longer just following a trend. Behind every cup of coffee, there are often stories, habits, and moments that shape a person's life experience. This is what makes coffee not only enjoyed for its taste, but also for the meaning that accompanies it.
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
