Café de Colombia, "Greatness is Brewing"
Café de Colombia, the public-facing arm of the Colombian Coffee Growers Federation, approached Rokkan to lead the brand's first major advertising push in the U.S. since 1989. The purpose of the program would be to introduce 100% Colombian coffee to a new generation of American audiences while subtly re-establishing the iconic Juan Valdez brand as a mark that distinguishes 100%-Colombian coffee from blends that use beans from a variety of other countries.
Café de Colombia wanted to specifically drive preference among U.S. millennials and inspire them to actively seek out 100% Colombian coffee beans. In February 2016, I traveled to Colombia and conducted first-hand research in the fields.
Operating with a fairly limited budget, "Greatness is Brewing" was the resulting digital campaign that showed audiences how Colombian coffee beans makes for better coffee, and that better coffee makes for a better you. Our campaign garnered over six million views, with an average completion rate of 85% among all units. In addition, the work was named AdWeek's "Ad of the Day" and made Adforum's "Top 5 Best Worldwide Ads" in 2016.
A quick little video from our experience in the beautiful land of coffee.