The challenge of this campaign developed for ABIC (the Brazilian Association of Coffee Industries) was to promote the umbrella brand "Cafés do Brasil" internationally, starting within the gourmet segment.
Brazil is already recognized as the number one coffee producer in the world, as well as the only country to produce various kinds of coffees, with the widest possible variety of aromas and flavors. We also want Brazilian coffees to be recognized as the "best coffees in the world".
"The creative path we chose got rid of the regular appeal, consumption scenes or close-ups of beautiful coffee cups", says Fernando Piccinini, Rino's CD. "Focusing on the fact that our coffee is one of our country’s wealthiest resources, we communicated the high quality concept by associating our coffee beans to truly precious stones (another of our riches). Necklaces, bracelets and rings were designed to feature in the campaign, using the coffee beans as their real 'precious stone'", adds Fernando.
This campaign recently premiered in Chile at The Chilean Association of Gastronomy Exhibition
We would also like to call your attention to the agency signature at the right side of the print ad that reads: "RINO/ICOM".
