Situation: Despite being the leading ready to drink oatmeal brand in Colombia, Avena Alpina has gradually lost touch with Colombians due to years of insufficient communication. As a result, the brand needed to reestablish its connection with consumers by highlighting its functional benefits, particularly its energy-boosting properties, through initiatives that foster renewed engagement.

Brief: Develop a strategy to transform Avena Alpina into a socially conscious brand, positioning it within the cycling community as a focal passion point.

Objectives:

1. Cultivate a vibrant community within the cycling realm, positioning Avena Alpina as an integral part of cyclists' lifestyles.

2. Enhance awareness of Alpina's social initiatives within rural areas, showcasing its commitment to supporting the countryside.

In essence, the goal is to revitalize Avena Alpina's image, leveraging the popularity of cycling to rekindle consumer interest while reinforcing the brand's dedication to social responsibility and community development in Colombia's rural regions.

The idea was to take over several mountain summits in different abandoned regions of the country and create pinpoints as an experience to attract thousands of cyclists; thanks to the traffic they generate, many farmers in these regions were benefited.

In addition, the brand placed QR codes along the routes so that cyclists could redeem promotions with other products that shopkeepers had in their regional stores, thus improving their economy. To this end, the brand organized several rides to the summits with amateur cyclists, and even renowned figures in the world of cycling, such as Mark Cavendish, Egan Bernal, and Nairo Quintana, participated. Their presence put our previously forgotten summits and regions on the map.

Oatmeal is an ideal beverage for cyclists, providing them with the energy they need. Recognizing cycling as a key passion point in Colombia, the brand saw an opportunity to connect with this vibrant community. By leveraging this connection, Alpina embarked on a mission to support rural areas by transforming various mountain passes leading to summits nationwide into cycling pinpoints, attracting thousands of enthusiasts.

This initiative aimed to help regions deeply affected by violence, benefiting many farmers and small shop owners by placing QR codes along the routes for cyclists to redeem discounts at local stores.

To further this cause, several cycling events to these summits were organized, where even renowned cyclists like Mark Cavendish, Egan Bernal, and Nairo Quintana joined in. Together, cyclists, farmers, and the brand are spearheading the revitalization of these regions

The execution began with the search for a summit that met different characteristics: it had to be in a region that had been affected by violence, with farmers, and that within its topology was attractive to cyclists.

Then, the brand created the pinpoint within the mountain pass by placing signage, and adapting the space. This search began in February 2023, and the transformation of the pinpoint started in March, launching it with a ride with more than 1,500 attendees who rode to the summit.

Then, throughout 2023 and 2024, several rides were held to raise awareness of the summit, driven by social media communication and influencers, where even world class cyclists attended. Thanks to the awareness raised by the media, the brand decided to create mountain passes in other abandoned regions of the country to help more farmers and storeowners.

+ 750 stores and farming families benefited by the traffic generated to the summits

+ 112.000 people in the cycling community engaged

+11% oatmeal sales increase in the regions

+ 1% increase in Brand Love

+ 120% social media followers increase

Maximum engagement rate achieved: 9%