The Colombian Coffee Growers Federation (FNC) and Lowe/SSP3 Bogotá, launched their new campaign for the North American market to promote the consumption of Café de Colombia, the world’s finest coffee.
Café de Colombia is known to coffee lovers across the globe and its invaluable quality has been world famous since the past century. This time, the iconic brand is making a comeback with a new-age twist through its digital platform called The Bean Bang Theory (BBT), which launched last week.
The new campaign is the result of extensive research that was conducted with consumers in different North American cities. The BBT also relates to current food and beverage industry trends, notably differences in attitudes amongst younger consumers regarding the coffee category as well as media consumption habits.
According to the research, consumers – especially millennials - have become more sophisticated, therefore demanding more information about what’s behind the products they consume. Millennials are much more aware and open to origin, knowledge and sustainability. It has become increasingly more important for people to learn more about the coffee they consume, why it is different and what additional benefits - rational and emotional - the beverage can provide.
Lowe/SSP3 developed The Bean Bang Theory based on the principles and values of Colombian coffee growers: trust, familiarity, honesty, social responsibility and innovation. The campaign emphasizes an appreciation of where the coffee bean comes from, its authenticity, knowing what is behind it, caring for the land where it grows and the 500,000 coffee growing families who produce it.
“We discovered invaluable insights through this analysis. We learned that coffee lovers and enthusiasts want to know more about the coffee they drink every day; where it comes from and who’s behind it”, said Marcela Jaramillo, the FNC’s Marketing and Advertising Director. “This campaign highlights the attributes of Colombian Coffee and reminds coffee drinkers that there is a story behind every bean”, Marcela Jaramillo adds.
Coffee lovers across the North American territory (the US and Canada) can now watch an online video which kicks off the BBT and invites people to engage through the official BBT website, www.thebeanbangtheory.com, the digital platform where the theory comes to life and promotes the values of the famous Colombian coffee bean. In the video, an American traveler visits the steep Colombian lands where high quality coffee grows and reminds coffee consumers to #MindtheBean - to take notice of the origin of the coffee they are putting in their cup each day: who, where and how it is grown. The campaign is brought to life across the FNC’s social media platforms as well as various digital channels and it will be integrated with corresponding offline efforts.