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Agencia: Quórum/Nazca S&S
Realizadores: Canal Uno (Horacio Nadín)
Audio: ProMusic
Año: 2000
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Cuando ROCSA decide importar la marca Colcafé desde Colombia, el camino a seguir para publicitarlo parecía obvio: "Di que es café colombiano, y aprovecha esa fama mundial".
Sin embargo, para sorpresa general, los estudios cualitativos demostraron que para los peruanos, el café nacional no tenía nada que envidiarle al Colombia, y que incluso podía ser mejor. El reto era, entonces encontrarle una imagen lo suficientemente atractiva como para probarlo, y retener al consumidor mediante el sabor y los otros factores del marketing mix.
Se creó un concepto audaz: crearle a propósito la publicidad más horrible y ridícula posible, para rematar con una promesa que el café sí podía cumplir.
Colcafé vendió en su primer mes el 200 % de lo estimado. Además, el comercial ganó una Medalla de Plata a nivel mundial en el prestigioso Festival de New York.
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