Today, younger coffee consumers are surround by coffee origin stories from all around the world. As an product not sold directly off the shelf, creating desire to buy a specific product was not exactly the goal. We had to simply make Colombian Coffee more relevant and contemporary, and raise its awareness among a group of people that didn't grow up seeing Juan Valdez commercials.

The resulting campaign, “Greatness is Brewing,” re-introduces Colombian coffee to a new generation. The campaign highlights the idea that groundbreaking accomplishments are the result of many small steps—especially when it comes to 100% Colombian coffee.

The campaign ran nationally in the U.S. Its purpose: to increase awareness and demand for 100% Colombian coffee, especially among millennial and emerging coffee consumers. The campaign finds common ground in Café de Colombia’s meticulous processes and quality with a millennial pursuit to do more.

The ads use a tongue-in-cheek version of a Moon mission to ask viewers: “What if humankind’s greatest strides aren’t made by the biggest steps?”

Other components of the campaign managed by Rokkan include promoted online video and banners, managed social content over Facebook and Instagram, and a supplemental influencer program to drive knowledge and understanding of 100% Arabica, mountain grown, high quality Colombian coffee.