Role Creative and Media AOR
Assignment 2016 Brand Campaign
Channel Digital Creative and Social
Services Strategy Creative Concept Creative Production Social Amplification Visual Design Technology Media Planning and Buying
Re-introducing Colombian coffee to the rising millennial and Gen Z coffee drinkers.
Today, younger coffee consumers are surround by coffee origin stories from all around the world. “Greatness is Brewing,” the bold new campaign for the Colombian Coffee Growers Federation (FNC) and its public-facing arm Café de Colombia, re-introduces Colombian coffee to a new generation. The campaign highlights the idea that groundbreaking accomplishments are the result of many small steps—especially when it comes to 100% Colombian coffee. This is Rokkan’s first campaign for Café de Colombia.
Living on a purpose-built site called GreatnessIsBrewing.com, the campaign ran nationally in the U.S. Its purpose: to increase awareness and demand for 100% Colombian coffee, especially among millennial and emerging coffee consumers. The campaign finds common ground in Café de Colombia’s meticulous processes and quality with a millennial pursuit to do more.
Echoing this concept, the campaign by Rokkan uses a tongue-in-cheek version of a Moon mission to ask viewers: “What if humankind’s greatest strides aren’t made by the biggest steps?” This imagery, juxtaposed with the many steps that it takes to create quality 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 breakthrough work.
Other components of the campaign managed by Rokkan 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.
IF COLOMBIAN COFFEE IS BETTER QUALITY,
WOULDN’T ITS Effect on you be of a higher quality too?
WE THINK SO.