It may not be rocket science but a new campaign from Colombian Coffee Growers Federation (FNC) and its public-facing arm Café de Colombia equates the process of making its coffee to landing on the moon.
Developed with its agency Rokkan, the "Greatness is Brewing" campaign uses a tongue-in-cheek twist on the "giant leap for mankind" that happened with the moon landing (as famously declared by Astronaut Neil Armstrong) and compares it to the many small—but important—steps that go into making 100% Colombian coffee.
This creative notably sidelines the group's best-known spokesperson Juan Valdez and his mule Conchita.
The campaign includes several 15-second videos appearing on the GreatnessIsBrewing.com microsite that will be actively promoted throughout the rest of the year.
“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,” stated Brian Carley, chief creative officer, Rokkan. “We wanted to draw a fun parallel between 100% Colombian coffee’s world-class quality and the small contributions that go into great work.”
In addition to the videos, the campaign will utilize banners and managed social content over Facebook and Instagram. Also Rokkan will partner with a lifestyle influencer to highlight what a daily cup of Colombian coffee means to that influencer.
"With custom produced videos across multiple social channels, this influencer program will help to highlight the benefits and differentiators of Colombian coffee beans, extending brand messaging to a younger audience in a more native way," says Lorraine Schwartz, senior media strategist, Rokkan.
As Rokkan sets out to re-introduce this brand to a younger, millennial audience, positioning Café de Colombia as a lifestyle brand is key to the overall strategy. Today, younger coffee consumers are surrounded by coffee origin stories from all around the world, according to the agency.
The work follows Café de Colombia and Rokkan’s initial partnership announcement from earlier this year.