This brief didn't have a big budget or a big media plan, so the creative strategy was key.

Understanding that nowadays everyone posts things, but not everyone reposts just anything. Even less coming from a brand. Only an experience that triggers true emotions can become part of people's lives and their social media, like an aroma, the aroma of a country.

The creative strategy challenge us to think of an idea that changed the way of experiencing one of the most important icons of our country, so that people will associate NESCAFÉ® Artesano with a Colombian Coffee Brand.

The situation was that NESCAFÉ decided to grow 100% Colombian origin coffee, in a coffee growing country full of local coffee brands.

The brief was how could this foreign brand win a small space in Colombians hearts?

The objectives were:

- To position Nescafé® Artesano as a Colombian coffee brand

- To generate awareness and conversation around international coffee day with Nescafé® Artesano.

The business challenge was to position NESCAFÉ® Artesano as a 100% Colombian coffee brand so that people would be more interested in buying it.

Our target audience are “Active Professionals”, Colombian’s between 20-44 years old, who can’t start their day without a cup of coffee. Multitaskers who make the most of digital tools and social networks on a professional and personal level. 66% of them prefer products from companies that support social or cultural projects and 76% of them like to travel and see new places.

Adding it all up, we saw that we could reach our “active professionals” in the middle of their interests (coffee + travel + cultural causes) with an experience powerful enough to be replicated in their social media.

And experience that also appeals to national pride in order to position Nescafé® Artesano as a Colombian Origin Coffee brand.

Digging deeper into our target audience, and their relationships with coffee, we understood that Colombians consider coffee as one of their emotional and economic values and it's among the 5 most coveted coffees in the world.

On the other hand, research also showed that aromas have a powerful ability to generate memories, since we remember 35% of what we smell, compared to 5% of what we see. And we needed people to remember NESCAFÉ® Artesano as a 100% Colombian coffee brand.

This two findings became the perfect duo to achieve what NESCAFÉ® is all about: Generating a valuable connection. In this case, we knew that more than 20,000 international passengers would pass through El Dorado airport and other international airports in Colombia, and that through the aroma, we could connect them with our coffee to such a level that they would let it become part of their lives.

To promote NESCAFÉ® Artesano and generate conversation around International Coffee Day, we created COFFEE STAMP, a stamp made from coffee ink that carries the aroma and image of Colombia’s most important bean.

For the first time in 24 years, we changed the traditional migratory stamp of our country, so that more than 30,000 passengers could carry the COFFEE STAMP in their passports, connecting them to the thing that best represents Colombians: coffee.

Considering the short duration of the activity, in only 1 day, we were able to obtain a return in freepress of almost 15 times the defined media investment for this activity. (Media Inv.: 5500 USD / Freepress: 85,000 USD)

There was a 6% increase in sales in October 2019 vs. the previous month and a 7.5% increase vs. October 2018. In addition October was the peak in sales for 2019.

With Coffee Stamp we reached more than 30,000 passports.

But passports weren’t the only thing we filled.

We also filled Colombians’ hearts and social media profiles with pride.

Including Colombia’s President, Ivan Duque.

In just 1 day we generated:

- 1.6 million impressions

- 100,000 views on Youtube

- 98% feeling of national pride

This was how NESCAFÉ® Artesano stole the conversation around National Pride on International Coffee Day and started to position itself as a 100% Colombian Coffee brand.