Wed, 27 Jan 2021 17:18:29 GMT
Coffee brand Café de Colombia has partnered with McCann Worldgroup Colombia to launch the #BeyondTaste campaign, celebrating the 60th anniversary of its iconic character Juan Valdez with a synaesthetic song
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. Together with musical producers Miguel De Narváez and Juan Fernando Fonseca, he created a 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 way we listen can affect the experience of food and drink. Therefore, we can try to understand these associations and frame them as congruent or incongruous. By doing this, we can create music that most people tend to frame as sweet or sour,” Reinoso said. "We created a song integrating natural sounds with real Colombian music, in order to generate for the first time a multisensory tasting experience 100% made in Colombia."
“Colombian Coffee has been a benchmark for quality in the world for decades. What we seek is to take our clients to the next level of a different experience, where we involve other senses,” commented Natalia Una Valencia, director of marketing and public relations of the FNC. "McCann Worldgroup presented a strategy that showed extensive knowledge of international markets, demonstrating the work of its extensive global network, thus taking advantage of a new and disruptive creative proposal."
Diana Triana and Daniel González, GCD and CD of McCann stated: "We are proud of being able to carry abroad the message of such an emblematic brand for the country through a multisensory experience that really leaves you open-mouthed and flavoured with coffee."
The song Beyond Taste is available on Spotify and YouTube.
Genres: Music performance
Categories: Soft Drinks, Hot BeveragesMcCann Colombia, Wed, 27 Jan 2021 17:18:29 GMT