Millennial consumers are serious about their coffee, its origin and characteristics. They are also too young to recall the height of the Juan Valdez days of coffee promotion, when the good natured Colombian grower assured coffee drinkers they were getting 100% washed arabica, the best coffee that money can buy.
That’s why the Colombian Coffee Growers Federation (FNC) launched a broad social media campaign in February to entertain, educate, and inform a new generation of coffee drinkers.
The Bean Bang Theory (BBT) is anchored by a three-minute YouTube video and MindTheBean Twitter campaign with Facebook and associated touch points like free digital wallpaper.
The campaign was created with Lowe/SSP3 Bogotá a division of Lowe and Partners, a global advertising firm headquartered in London.
During a preview in Bogotá at the FNC headquarters, Marcela Jaramillo, FNC’s marketing and advertising director, explained that young people are more sophisticated in their coffee preferences and demand more information as well as transparency about the food and beverages they consume.
Jaramillo explained that the core values of Café de Colombia are meant to shine through. These include authenticity, trust, honesty, social responsibility, and innovation.
The easily navigated website introduces growers, cultivars, and processing methods. It is thoroughly researched to meet the interests of any coffee drinker.
In a reminder of how important this country is to the global market on panel reads “Colombia put coffee on the table, and coffee put Colombia on the map.” This website explains why. FNC represents more than 500,000 Colombian growers.