Café de Colombia® Launches Campaign for Coffee Lovers

February, 2015

100% NOTEWORTHY

Café de Colombia® Launches Campaign for Coffee Lovers

Cafe de Colombia®’s “The Bean Bang Theory™” Digital Campaign proposes a new way of looking at coffee. The world’s finest coffee, known for coffee lovers across the globe,  is making a comeback with a new-age twist through its digital campaign called “The Bean Bang Theory™” (BBT), which officially launched on February 16th.


The new campaign is the result of extensive research that was conducted with consumers in different North American cities over the span of several months. The BBT also answers to current food and beverage industry trends and differences in attitudes of younger consumers with regard to the coffee category as well as media consumption habits.

According to the research, consumers –especially millennials- have become more sophisticated and are evolving and thus demanding more information about what’s behind the products they consume. These new coffee consumers are more aware and receptive to origin, knowledge and sustainability. It has become increasingly important for people to learn more about the coffee they consume, why it is different and what additional benefits, rational and emotional, the beverage can provide.

In response to the evolving coffee industry and the thirst for knowledge of new coffee consumers, the Café de Colombia decided to launch an innovative and engaging digital campaign.

The “Bean Bang Theory™” is based on the principles and values of Colombian coffee growers and the 100% Colombian Coffee Program Brands:  trust, familiarity, honesty, social responsibility and innovation. This campaign emphasizes an appreciation for where the coffee bean comes from, its authenticity, knowing what is behind the bean, caring for the land where it grows and the coffee growers who cultivate it. The bean is the whole essence of coffee, serving as a representation of origin.

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“We discovered invaluable insights through this analysis. We learned that coffee lovers and enthusiasts want to know more about the coffee they drink every day; where it comes from and who’s behind it. There is an opportunity to engage consumers about origin and its impact,” said Marcela Jaramillo, the FNC´s Marketing & Advertising Director. “This campaign highlights the attributes of Colombian Coffee and reminds coffee drinkers that there is a story behind every bean.”

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The Bean Bang Theory™ campaign reminds coffee consumers to “Mind the Bean” or to take notice of the coffee they are putting in their cup each day: who, where and how it is grown. By selecting Colombian coffee, consumers are rewarding the efforts of more than 500,000 coffee growing families who produce the world’s finest coffee. Colombia’s ability to offer fresh mild washed Arabica coffee all year round,  grown in the steep mountains of Colombia, hand-picked by the coffee growers, makes these beans the best choice.

 

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The campaign came to life with the launch of the official BBT website www.thebeanbangtheory.com, which will drive the campaign’s digital efforts. People will have access to all campaign insights and news on the brand new website as well as via social media channels. Additionally, it will be integrated with corresponding offline efforts. The campaign complements the Café de Colombia’s communication efforts and aims to position it in the minds of consumers with a fresh, innovative concept, reaching an audience that is in love with coffee but still thirsty to learn more. 

Bean & Beyond invites the 100% Program members to be part of the Bean Bang Theory at:

www.TheBeanBangTheory.com

imageCafé de Colombia Worldwide image@CafedColombiaww imageCafedecolombia

#MindTheBean

You are invited to learn more about our coffee family and our products, visiting the COLOMBIAN COFFEE INSIDER sections on the top of this page.