The purpose of this study is to figure out the success factors of Caffebene which has won success in coffee bar market in the viewpoint of advertising and marketing. The success factors of Caffebene in the viewpoint of advertising and marketing can be abstracted as below. First, the differentiation can be pointed out. Caffebene aimed at european cafe as a resting place, differentiating itself from american coffee bar which has the image of take-out, and offered waffle and gelato as new menu. Second, advertising and star marketing can be pointed out. Caffebene run TV-CF for the first time among coffee bar brands and executed various star marketing programs. Third, active PPL can be pointed out. Caffebene executed active PPL in dramas, and PPL won success as dramas caught popularity. Fourth, storytelling marketing can be pointed out. Caffebene executed storytelling marketing through brand positioning, menu, brand character, PPL, etc. Fifth, experiential marketing can be pointed out. Caffebene wanted to position itself as not a place just selling coffee, but a resting place. So Caffebene executed experiential marketing actively. Sixth, successful alliance can be pointed out. Caffebene could execute advertising, star marketing, PPL actively with entertainers through alliance.