Interactive ad: Café de Colombia: #BeyondTaste

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Top 6: February 10th 2021

We are in a new paradigm of marketing to innovate through experiences and Café de Colombia, a brand of the Federación Nacional de Cafeteros- Fondo Nacional del Café (National Federation of Coffee Growers National Coffee Fund), is the main character in this area. With the support of McCann Worldgroup Colombia, through the #BeyondTaste campaign, the FNC celebrated the 60th anniversary of the icon Juan Valdez with a synaesthetic song as its leading action: the theme alters the sense of taste through musical waves that intensify acidity and sweetness of coffee allowing consumers to taste it in a new way. To achieve this effect, the brand worked with Felipe Reinoso, a researcher at the Universidad de los Andes, PhD in engineering and psychology, a specialist in multisensory experiences, who has specialized for five years in this area. He, together with the musical producers Miguel De Narváez and Juan Fernando Fonseca, in addition to the voice of Mariamulata, created the melody that aims to stimulate the consumption of 100% Colombian coffee in young people from Canada, China, South Korea, United States , Finland, Japan, Norway and Sweden. The FNC is a non-profit organization that since 1927 has established itself as the largest rural NGO in the world, representing more than 540 thousand Colombian coffee-growing families.