No 30

Fresh and innovative digital campaign is very well received in North America

December, 2016

100% NOTEWORTHY

Fresh and innovative digital campaign is very well received in North America

As a sign of its success, 8 million video displays, over 35 million impressions, and 138,000 visits to the website www.greatnessisbrewing.com have been achieved.

Could Café de Colombia have helped man reach the Moon? With this singular message and to strengthen the positioning of the brand versus any other origin among young American consumers (between 18 and 35 years old), the Colombian Coffee Growers Federation (FNC), with the support of the prestigious agency Rokkan, launched in July a digital campaign that seeks to connect new consumers with the idea that Colombian coffee has been part of the great moments of American history.

With the motto “Greatness is Brewing,” the campaign wants to communicate to Millennials the high quality of Colombian coffee and its special production process before reaching the cup, highlighting the idea that groundbreaking accomplishments are the result of many small steps, especially when it comes to 100% high-quality Colombian coffee.

The message has been amplified through banners, advertising in Facebook, Instagram, ads in search engines and influential bloggers. As a sign of its success, 8 million video displays, over 35 million impressions, and 138,000 visits to the website www.greatnessisbrewing.com have been achieved.

The campaign was a finalist in the 2016 Online Marketing Media & Advertising (OMMA) Awards, in the Online Advertising Creativity/Humor category, presented in September in New York to recognize the best online marketing and advertising in the United States.

In volume, the North American market has traditionally been the most important for Colombian coffee: 40% of coffee exports go to the USA, and the most important, recognized and remembered marketing campaigns worldwide for the Café de Colombia brand and origin have been conducted there for decades.

We invite the 100% Program members to keep involved with this innovative digital campaign, which will help them better connect with young consumers of Colombian coffee.


You are invited to learn more about our coffee family and our products, visiting the BEAN & BEYOND sections on the top of this page.