Every foreigner that sets foot in Colombia wants to taste its coffee and take a bag of Colombian coffee back home. Unfortunately, every day, thousands of foreigners pass only through Colombian airspace.

Nescafé Artesano, 100% Colombian in origin, needed to resonate in digital conversation to continue positioning itself. We sought a story whose organic amplification would stem from foreigners admiring our coffee because we knew it would attract locals.

Nescafé Artesano, the 100% Colombian coffee brand, believes that if you are in Colombia, even if it's only in Colombian airspace, you deserve to taste and take its coffee with you.

In alliance with Wingo airline, we gave travelers on international flights the opportunity to taste and buy Colombian coffee at Colombian prices.

The activation lasted as long as the plane flew through Colombia.

Colombians have increased our ability to appreciate local brands, especially after the pandemic, which multiplied the development of entrepreneurship and other demonstrations of Colombian talent and products. In this process, there's a key element that has accelerated this deep appreciation of what is ours, and that is the recommendation from people around the world. In other words, if a foreigner says that something from Colombia is cool, our appreciation/pride for that something grows.

It was the perfect behavior to demonstrate our Colombian credentials, with a foreign endorsement that would give more momentum to the message.

Sources:

TGI 2022, CO. Article: Colombia is one of the largest exporters of musicians in Latin America. Semana Magazine, January 2022. Social Listening, Netbase, 2022, Colombia. Report, Social Insider data, January 2021 - December 2023.

To execute this idea, we needed a shout like those they say reaches the sky. We realized that foreign recommendations could be quickly amplified, so we surprised international flights with the local flavor of Nescafé Artesano just as they passed over the Colombian mountains where the raw material for our product is cultivated.

A story of timing and geographic precision, which gave meaning to the flavor they were tasting and that not only did they want to buy, they also shared it on social media, generating a peak in conversation and sales, never seen before.

This action was promoted by Nescafé to position Colombian culture and quality credentials, enabling us to better connect with our consumers. We achieved a 150% increase in organic reach and a 322% increase in interactions. Additionally, we impacted 20,000 passengers, saw a 5% increase in sales during the day, and received a 70% positive sentiment.

We achieved an engagement of 10.4% and an increase of 4.5%, which demonstrates the connection we established with our community and the positive response to the executed communication.

We measured reach and interactions on the two main platforms where we activated communication: Facebook and Instagram. On Instagram, we increased our reach by 42%, and interactions by 72%.