No 30

Café de Colombia Launches New Ad Campaign in North America

August, 2016

WHAT'S BEHIND

Café de Colombia Launches New Ad Campaign in North America

By highlighting the idea that groundbreaking accomplishments are the result of many small steps, the campaign aims to raise awareness and demand for 100% Colombian coffee, especially among millennials and emerging coffee consumers.

The Colombian Coffee Growers Federation (FNC) has just launched a new advertising campaign in North America, a market where Colombian coffee is the most recognized origin, to continue positioning Café de Colombia among younger consumers.

Conceived along with the specialized digital marketing agency Rokkan, the idea that guides the campaign (launched on last July 20) is that Colombian coffee has been part of the great moments of American history.

With the motto “Greatness is Brewing”, it will communicate to the new coffee consumers the superior quality that comes from Colombian coffee beans: how they are selected, inspected and tested before reaching their cups.

The campaign highlights the idea that groundbreaking accomplishments are the result of many small steps, especially when it comes to 100% high-quality Colombian coffee.

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Living on the purpose-built site www.GreatnessIsBrewing.com, the campaign is scheduled to run nationally in the United States and continue into early 2017.

The positioning of Café de Colombia among American consumers has been strong for more than 40 years, when the FNC managed to promote the product through the symbolic character of Juan Valdez. However, there is a need to reposition it in the minds of millennials (those aged between 18 and 34 years).

This generation appreciates the brands that are ethically, socially and environmentally responsible. They also inquire about the origin of products they consume (how they were produced and what benefits they can bring them), and therefore they are surrounded by coffee origin stories from all around the world. With the new campaign, they will find common ground in Café de Colombia’s meticulous processes and quality.

The challenge was to produce a campaign that would create a preference for Colombian coffee among American millennials against any other origin and reposition the brand in their minds.

“Previous generations readily recognize that Colombian coffee is among the best in the world,” says Roberto Vélez, the FNC CEO. “With this campaign, we want new coffee drinkers to have a better understanding of the superior qualities of Colombian coffee beans, how they are selectively picked, inspected for quality and taste. We want them to look for Colombian coffee in their favorite coffee shop or grocery store nearby.”

Echoing this concept, the campaign uses an ironic version of a Moon mission to ask viewers: “What if humanity’s greatest strides aren’t made by the biggest steps?” This imagery, juxtaposed with the steps necessary to create 100% Colombian coffee, is meant to reinforce the importance of a coffee bean’s origin, since the resulting brew is so often a crucial fuel that drives successful work.

“Whether it’s a manned mission to the Moon or a brand overhaul, odds are high that a few good cups of coffee were involved,” says Brian Carley, CEO of Rokkan, on creative reasoning behind the work. “We wanted to draw a fun parallel between 100% Colombian coffee’s world-class quality and small contributions that result in great work,” he adds.

Other components of the campaign include promoted online video and banners; managed social content over Facebook and Instagram; and a supplemental influencer program to drive knowledge and understanding of 100% Arabica, mountain-grown, high-quality Colombian coffee.

The campaign so far has been well received, with over 19,000 total views of videos on Youtube in the first week (without ads) and more than a 1,000 views of videos on Facebook (without ads).

For more information, please visit GreatnessIsBrewing.com and follow the campaign on Facebook and Instagram.

Also visit www.cafedecolombia.com.


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